Waitrose has announced a landmark commitment to British farming and animal welfare, becoming the first UK supermarket to only source British free-range fresh Christmas turkey.
Jake Pickering, Head of Agriculture at Waitrose says: “To be the first UK supermarket to guarantee that every single fresh Christmas turkey is 100% British and free-range is a proud moment for us and sets a bold new welfare benchmark for the industry. Animal welfare is at the very core of how we source, and by rearing our turkeys to the highest free-range standards with dedicated woodland and pasture to thrive in, we’re supporting local farmers while guaranteeing exceptional welfare and flavour.”
The announcement comes as Britain celebrates a major milestone: 500 years since the turkey was first introduced to British shores in 1526. At the heart of Waitrose’s 100% British, free-range commitment is its long-standing partnership with Traditional Norfolk Poultry (TNP). Having grown from small beginnings into an industry leader in high-welfare poultry, TNP’s turkeys roam freely in natural woodland across the Norfolk and Suffolk border, with a dedicated acreage set aside exclusively for Waitrose birds to ensure the highest standards enabling foraging and other natural behaviours.
To further mark half a millennium of the festive icon, Waitrose launches two hero products within its premium No.1 range, including an exclusive rare heritage breed, bespoke to Waitrose:
Waitrose No. 1 British Free Range Bourbon Red Heritage Breed Turkey (£110, 5kg, serves 10): A supermarket exclusive, this slow-grown, rare heritage breed matures naturally at its own pace while foraging freely outdoors. Raised to the highest animal welfare standards, these turkeys carry more fat than standard birds, allowing the meat to self-baste during cooking for an exceptionally tender, succulent breast.
Waitrose No. 1 British Free Range Traditionally Prepared Bronze Turkey (£120, 5kg, serves 10): A naturally slow-growing, heritage breed, renowned for succulent meat. Dry plucked and matured for at least seven days to bring out all the flavour.
Joseph Langfield, Turkey Buyer at Waitrose comments: “We’re delighted to be offering our food lovers a traditional, slow-grown heritage bird – the Bourbon Red – a supermarket exclusive that represents the absolute pinnacle of poultry farming. This slow-grown, rare heritage breed matures naturally at its own pace while foraging freely outdoors. Raised to the highest animal welfare standards, these turkeys carry more fat than standard birds, allowing the meat to self-baste during cooking for an exceptionally tender, succulent breast. This extra fat layer gives the skin a distinct creamy-white finish for an eye-catching presentation, delivering an incredible depth of flavor that is a true celebration of British farming and ultimate Christmas taste.”
The move responds to growing consumer demand for provenance, sustainability, and high welfare. Waitrose leads the way with the widest own brand free-range selection – offering everything from free-range chicken, eggs, milk and cream.
Waitrose customer search data shows food lovers are planning their festive menus earlier than ever, with searches for “Christmas turkey” up 1351% in the last month on Waitrose.com as shoppers seek out ethically sourced, restaurant-quality centrepieces for the big day.
Last Christmas, YouGov research revealed that turkeys still rule the roost at the Christmas dinner table, with 57% of Britons having it as part of their main centrepiece on the day, more than double compared to chicken.*
To help shoppers make informed choices at the shelf, the supermarket is introducing updated packaging at launch, prominently featuring ‘Free Range’ alongside clear, easy-to-read animal welfare tiering to provide complete transparency for customers.
The full Waitrose fresh Christmas turkey range will be available to pre-order from the 30th September on Waitrose Entertaining and in shops from 19th December.
