*Retailers are being urged to put their weight behind British Turkey to make the industry’s 2008 annual awards the most hotly contested yet. *
The record 14 categories will enable retailers to showcase the way they are responding to changing consumer demands, such as healthy choices, convenience cuts and added value products.
The most coveted award is Retailer of the Year, last year won by Asda. Catriona Lee of the British Turkey Federation’s marketing committee, said: “This is the award that truly proves that turkey isn’t just for Christmas. It incorporates retailers’ seasonal ranges and specific products for such occasions as picnics, barbecuing and Easter and bank holiday celebrations.”
Innovation, suitability for the barbecue and branding for the target audience will all be recognised. Christmas will, for the first time, be split into two awards to give a separate category for top of the range premium birds, such as free range, organic and special breed turkeys.
Lee added: “Christmas is the time when many people feel they can trade up to make their most important meal of the year really special, and this category will reflect the growing interest in organic and free range birds.”
Joe Public A panel of independent judges from consumer and trade food media will test the products for taste, quality, innovation, packaging and pos support, including quality assurance marks. Turkey meat under the Quality British Turkey scheme is now eligible to carry the Red Tractor logo mark on pack alongside the QBT mark of approval.
The judging panel will also include a member of the public, chosen in a national ballot. “It’s the consumer who chooses, buys and eats the products so we believe it’s right that a representative of these consumers should help judge the entries,” said Lee.
Winners of the 14 awards will be announced by celebrity chef Phil Vickery at a Hollywood Glitz-themed black tie charity dinner and dance at Claridge’s Ballroom, London, on 25 September 2008.
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