Golden promise from TFA

The Traditional Farmfresh Turkey Association is launching a new brand image this Christmas, emphasising the features which distinguish its product from the competition.

The Association's Golden Promise turkey was the first product in the UK to gain an EU protected food label - the Traditional Speciality Guaranteed (TSG) designation ? and is still the only turkey product that enjoys this status.

Mick Binder, the Suffolk producer elected TFTA chairman earlier this year, said: "There is a wide choice of turkeys at Christmas and we need to make sure butchers and consumers are aware of what a Golden Promise stands for.

"The key difference comes from the enhanced flavour and eating quality you only get from turkeys that are dry plucked and then allowed to hang and mature hung for at least seven days. You certainly won't get this from mass produced birds.

"Then there are the benefits of using traditional, slow growing breeds associated with the old-fashioned taste of Christmas turkeys. Our members rear them naturally on locally sourced feed to full maturity, and to high welfare standards."

A new logo has been designed for the brand, and will be seen this year on promotional material such as posters, advertisements, recipe leaflets and turkey boxes.

"The logo symbolises the upmarket appeal of a traditional farmfresh turkey," said Binder. "Our members go to great lengths ? and expense ? to produce the best quality and we wanted to develop an image that would appeal to this market."

The new brand identity gives greater prominence to the TSG designation at a time when the EU and UK authorities are promoting the protected food marks more strongly. New European Council regulations taking effect in May 2009 stipulate that use of the registered name will not be permitted unless it is accompanied by the relevant wording and/or logo.

Currently Traditional Farmfresh Turkey is the only UK product with the TSG designation, but applications have been made by a number of other foods including Bramley apple pie filling, Gloucester Old Spots Pork and Red Poll beef.

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