<\/p>\n
\n 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.\n<\/p>\n
\n 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.\n<\/p>\n
\n “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\u2019re supporting local farmers while guaranteeing exceptional welfare and flavour.”\n<\/p>\n
\n The announcement comes in the year marking 500 years since turkeys were first introduced to Britain in 1526.\n<\/p>\n
\n At the centre of Waitrose\u2019s commitment is its partnership with Traditional Norfolk Poultry, a company known for high-welfare poultry.\n<\/p>\n
\n Their turkeys roam freely in natural woodland across the Norfolk and Suffolk border, with land set aside exclusively for Waitrose birds.\n<\/p>\n
\n To mark the milestone, Waitrose has launched two premium turkeys in its No.1 range, including the exclusive Bourbon Red heritage breed.\n<\/p>\n
\n Joseph Langfield, turkey buyer at Waitrose, said: “We\u2019re delighted to be offering our food lovers a traditional, slow-grown heritage bird \u2013 the Bourbon Red \u2013 a supermarket exclusive that represents the absolute pinnacle of poultry farming.\n<\/p>\n
\n READ MORE: Parish boundary review launched across West Oxfordshire\n<\/p>\n
\n Christmas turkey dinner (Image: The Greenhouse)\n<\/p>\n
\n “This slow-grown, rare heritage breed matures naturally at its own pace while foraging freely outdoors.\n<\/p>\n
\n “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.”\n<\/p>\n
\n Waitrose said the move reflects growing consumer demand for provenance, sustainability, and high welfare standards.\n<\/p>\n
\n The supermarket already offers the UK\u2019s widest own-brand free-range selection, including chicken, eggs, milk, and cream.\n<\/p>\n
\n 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.\n<\/p>\n
\n To support customer choice, Waitrose is updating its packaging to prominently display “free range” and provide clear animal welfare information.\n<\/p>\n
\n 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.\n<\/p>\n
\n 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.\n<\/p>\n
#Waitrose #landmark #pledge #British #farming #Christmas<\/p>\n","protected":false},"excerpt":{"rendered":"
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