Online ordering boosts sales for Kelly Turkeys

Online orders account for three quarters of Kelly Turkeys sales, with that proportion set to rise further, managing director Paul Kelly told delegates at the Scottish Federation of Meat Traders Associations (SFMTA) annual meeting.

Seventy-six per cent of every order we took last year was through our website and half were done on tablet or smartphone, he said. We expect to go to 86% this year. The move towards this is enormous.

The company, which is based in Danbury, Essex, was founded in 1971 and has grown annual sales to about 5m.

Commenting on other trends, Kelly said organic turkey sales were starting to make a comeback, with free-range and bronze driving growth in supermarkets.

Top supermarkets and discounters were all selling 100% UK-sourced turkeys, but independent butchers could still play to their strengths, he said. Local turkey slaughtered on the farm is a totally unique offer only independent stores can take advantage of.

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