The retailer announced the move as part of a wider commitment to animal welfare and British farming, promising customers turkeys raised to the highest free-range standards with access to woodland and pasture.
Jake Pickering, head of agriculture at Waitrose, said: “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 in the year marking 500 years since turkeys were first introduced to Britain in 1526.
At the centre of Waitrose’s commitment is its partnership with Traditional Norfolk Poultry, a company known for high-welfare poultry.
Their turkeys roam freely in natural woodland across the Norfolk and Suffolk border, with land set aside exclusively for Waitrose birds.
To mark the milestone, Waitrose has launched two premium turkeys in its No.1 range, including the exclusive Bourbon Red heritage breed.
Joseph Langfield, turkey buyer at Waitrose, said: “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.
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Christmas turkey dinner (Image: The Greenhouse)
“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 said the move reflects growing consumer demand for provenance, sustainability, and high welfare standards.
The supermarket already offers the UK’s widest own-brand free-range selection, including chicken, eggs, milk, and cream.
Customer data from Waitrose shows that shoppers are planning their festive meals earlier than ever, with searches for “Christmas turkey” up by 1,351 per cent in the past month.
To support customer choice, Waitrose is updating its packaging to prominently display “free range” and provide clear animal welfare information.
The full range of fresh Christmas turkeys will be available to pre-order from September 30 on Waitrose Entertaining, and in stores from December 19.
Last Christmas, a YouGov survey found that turkey remains the centrepiece of choice for 57 per cent of Britons, more than double the number who opted for chicken.
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