Bernard Matthews, the poultry brand, is introducing new labelling on its products that will include the origin of the meat in a moved aimed at reassuring consumers. It will be rolled-out across all products by the end of the year.
The product range, which includes cooked and frozen meats, will carry a label saying: “This product is made in Great Witchingham Norfolk using meat sourced from our farms in Norfolk, Suffolk and Lincolnshire”.
The wafer thin turkey ham range will also have a new combined Red Tractor and Quality British Turkey logo on front of pack. Some products will also carry this logo of a product is made only from British turkey.
The move aims to reassure consumers of the quality and provenance of products. Bernard Matthews marketing director Matt Pullen says: “We continue to be driven by changing consumer needs, and transparency of information and clear simple packaging are key elements of our brand development strategy.”
He adds that the new labelling will help consumers “make a more informed choice”.