Marco Pierre White signs for Bernard Matthews

CELEBRITY chef Marco Pierre White has joined forces with Bernard Matthews in a bid to promote British turkey.

The campaign aims to move turkey further up the UK’s culinary agenda, encouraging consumers to see the meat as a mainstay of the dinner table and not just a Christmas treat.

The famous chef will work as Bernard Matthews’ ambassador as well as working to develop a new range of turkey products for the firm.

Marco Pierre White said: “Turkey is the nation’s favourite roast on the most important family day of the year, so why not all year round? Turkey has more flavour, more texture than chicken, but for many the only association with turkey is Christmas or Easter, which is down to tradition and nostalgia.

“Consumers traditionally roast turkey but there are many other ways to prepare this majestically delicious bird.

“Through our joint collaboration, we wish to show the great British public how perfect the great bird is for today’s modern lifestyles – as it is versatile, healthy and affordable.”

19 March 2010