Waitrose is strengthening its commitment to British farming and animal welfare this Christmas, becoming the first UK supermarket to guarantee that all its fresh Christmas turkeys are British and free-range.
The announcement comes as Britain marks 500 years since the turkey was first introduced to the country in 1526. To celebrate the milestone, Waitrose is also introducing an exclusive rare heritage breed, the Bourbon Red, as part of its premium No.1 Christmas range.
The supermarket’s new commitment means every fresh Christmas turkey sold under its own brand will be sourced from British farms and raised free-range, setting a new benchmark for provenance and animal welfare in the UK grocery market.
Jake Pickering, Head of Agriculture at Waitrose, said the decision reflected the retailer’s long-standing approach to responsible sourcing and its support for British farmers. He highlighted the importance of providing turkeys with access to woodland and pasture, allowing them to display natural behaviours while being reared to high welfare standards.
A rare heritage breed takes centre stage
At the heart of the announcement is Waitrose’s partnership with Traditional Norfolk Poultry (TNP), which raises its birds in natural woodland across the Norfolk and Suffolk border. Dedicated land is reserved for Waitrose turkeys, giving them space to roam and forage outdoors.
The retailer is introducing two premium products for the festive season.
The No.1 British Free Range Bourbon Red Heritage Breed Turkey, priced at £110 for a 5kg bird serving approximately 10 people, is a supermarket exclusive. The slow-growing heritage breed develops naturally and carries a higher fat content than conventional turkeys. According to Waitrose, this helps the meat retain moisture during cooking, producing a particularly tender and succulent result.
The second launch is the No.1 British Free Range Traditionally Prepared Bronze Turkey, priced at £120 for 5kg. The bird is dry-plucked and matured for at least seven days, a traditional preparation method intended to develop its flavour and texture.
Joseph Langfield, Turkey Buyer at Waitrose, described the Bourbon Red as a distinctive addition to the retailer’s premium poultry selection, highlighting its traditional breeding, natural development and quality of meat.
Consumers start Christmas shopping earlier
The announcement also reflects changing consumer expectations around food provenance, animal welfare and the quality of festive products.
Waitrose reports that searches for ‘Christmas turkey’ on its website have increased by 1,351% over the past month, suggesting that shoppers are beginning to plan their Christmas menus earlier.
Turkey remains firmly established as the traditional centrepiece of the British Christmas dinner. YouGov research published last year found that 57% of Britons served turkey as their main Christmas centrepiece, more than twice the proportion choosing chicken.
Waitrose is also updating its packaging to make product information clearer, with ‘Free Range’ displayed prominently alongside animal welfare tiering. The aim is to give customers greater transparency when comparing products.
For the UK supermarket sector, the announcement places further attention on the relationship between premium food positioning, British agricultural sourcing and animal welfare.
As retailers compete for Christmas spending, Waitrose is making provenance and high-welfare production central to its festive offer, using the 500-year history of turkey in Britain to give its latest commitment an additional point of difference.