Turkey producers told consumers want to buy local

Hints and tips on how best to market their product were given to seasonal turkey producers from across south Wales recently during the NFU Cymru annual turkey marketing meeting.

Those present at the meeting, held in Carmarthenshire, were told that data provided by the IGD this year, shows how consumer attitudes to food purchasing have changed over the last six years. The data shows that whilst the price is the main driver in product choice, other factors such as health, ethical and environmental factors have become more important.

Food which has been produced locally and food which has been produced where high animal welfare standards have been achieved are becoming more important factors when consumers are considering their choice of product. The importance of food provenance is also demonstrated in the survey results with one in ten consumers mentioning country of origin as a primary driver in the choice of product.

Margaret Dalton, Chairman of the Welsh Turkey Association said, "This type of research shows us exactly how we should be marketing our produce. Welsh turkey producers fall into the two categories which factor high in consumer choice. It would appear that although price features heavily in consumer choice, we can demonstrate that there is value in our products.

Mrs Dalton continued, "Not only is our poultry reared on local farms, high levels of animal health and welfare standards are also very important to us as producers. Therefore we hope the public supports local producers, not only for this year’s festive season but all year round."