This year's British Turkey campaign is challenging consumers to 'Try it with Turkey' in an effort to position the product as perfect for al-fresco eating and the barbecue this summer.
The healthy message will be spread among butchers, retailers, restaurants, the press and the public using new BBQ recipes, including creations by TV chef Phil Vickery, who is working with the industry to demonstrate the ease of cooking with turkey all year round.
Kim Burgess, chairman of the British Turkey Sector Group Publicity and Marketing Committee, said turkey manufacturers are developing a fast-growing range of portioned and convenience products with al-fresco and barbecue eating in mind.
She said: "We have created an additional category in our annual British Turkey Awards dedicated to barbecue products. We believe the barbecue season is where growth potential for turkey is greatest and gives retailers an immense opportunity to improve and extend the turkey fixture outside Christmas."