Waitrose to supply only British free-range Christmas turkeys
Waitrose will sell only British free-range turkeys for Christmas, aiming to raise animal-welfare standards as consumers demand sustainable, ethical poultry.
Waitrose announced that it will provide exclusively British, free-range fresh Christmas turkeys this year, a move designed to raise animal-welfare standards across the supermarket sector. The decision follows growing consumer demand for sustainability, ethical farming, and high welfare practices.
New turkey lineup
The chain’s long-term collaboration with Traditional Norfolk Poultry supplies birds raised on land set aside solely for the supermarket, allowing each bird to roam outdoors and forage naturally. This dedicated acreage ensures that the turkeys develop in an environment free from the constraints of intensive confinement.
Two varieties now join the premium No.1 range. The first is a British Free Range Bourbon Red Heritage Breed Turkey offered at £110 for a 5 kg bird. The second is a British Free Range Traditionally Prepared Bronze Turkey priced at £120 for 5 kg.
“To be the first UK supermarket to guarantee that every single fresh Christmas turkey is 100 per cent British and free-range is a proud moment for us and sets a bold new welfare benchmark for the industry,” said Jake Pickering, head of agriculture at Waitrose.
He added, “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.”
Consumer response
The launch targets shoppers seeking sustainable, ethically farmed food, aligning with the retailer’s broader push for high-welfare products such as free-range eggs, milk, and cream. Customers who prioritize traceability find the British-only guarantee especially reassuring.
Online searches for “Christmas turkey” on the Waitrose site rose by 1351 per cent in the past month, indicating strong interest ahead of the season. The surge in digital queries has translated into a noticeable uptick in pre-order activity.
Availability
Customers can pre-order the fresh turkey selection online or in stores starting 19 December, and the retailer expects brisk demand as the holiday rush approaches.
