Growing Christmas market in turkey joints

With farm gate sales of turkey breast joints and crowns up by 14 per cent from Kelly Turkeys last Christmas, producers should look to this market for growth in the future, according to the firm's managing director Paul Kelly.

"This is a big growth area," he says in his annual newsletter for poult customers. "Do not ignore the expanding market for value-added butchered products to appeal to the small family."

This sector enjoyed the biggest growth in the company's own farm gate trade, with organic turkeys also up by six per cent. Whole turkey sales were down by around three per cent, but they did not have enough 8 – 10 kg birds to meet demand.

It is a pity more and more people are switching to joints because cooking the turkey on the bone gives the best results. Very small turkeys maybe the answer. We sell a lot of 3kg turkeys.

Mr Kelly says independent butchers reported strong sales overall at Christmas, but in most cases whole turkey sales were the same or slightly down.

"I did not think the headlines about avian flu would make a difference, but it did probably dampen the market. A very small percentage of people decided to order something else.

"Producers growing a few extra turkeys on the speculation that other producers would take them, as in previous years, have been caught out."

His advice is to study your customer base, get close to them and produce what you know you can sell. "Do not rely on maybe selling surplus turkeys at the last minute," he adds.

The FarmGate Hatcheries 2006 poult price list offers a range of five bronze and white breeds available from May 22 to September 18, with prices up by an average 1.6 to 2.6 per cent. The price list is available from FarmGate Hatcheries on 01245 223581 or e-mail diane@kellyturkeys.com