Kelly Turkeys has announced a £500,000 investment to provide for expansion of the business and the launch of a wider range of value-added products.

The investment covers all aspects of the company, from the Danbury hatchery to the Claydons processing plant, where there is a new management system, refrigeration and processing equipment. 

See also: UK record for poultrymeat production and consumption in 2024

New vehicles have been added to the transport fleet, increased accommodation has been provided for seasonal workers at Danbury, and six new posts have been added to the regular workforce. 

The company has more than doubled its volume of Christmas turkey sales in recent years, and last autumn, it launched a new range of slow-growing, farm-reared turkeys along with new speciality products available throughout the year. 

“Our ‘Krafted by Kelly’ confit turkey thighs take advantage of the classic cheaper cuts of meat from our breeding hens,” explained managing director Paul Kelly. 

Building sales

“This product is building sales through several channels and gaining some excellent customer reviews. 

“We are now doing turkey paupiettes and a stuffed turkey thigh meat joint – and are focusing on further product development with some exciting introductions. 

“Alongside this, we have massively extended our range of whole birds , offering a turkey that is premium, but not super premium like KellyBronze.

Using our depth of knowledge and our unique genetic pool built up over 30 years, these turkeys are more accessible in price to appeal to a wider audience.  

Challenges

“We are investing in our future,” added Mr Kelly. “Our Christmas turkeys and the meat products are doing very well  – and we’re very excited about that –  but the breeding and hatchery business is facing significant challenges.

Our investment in new hatchers will help us ensure high poult quality into the next 20 years.

“Last year our hatchery sold more than 1.5 million poults for the seasonal market. This is 30% fewer poults than five years ago. 

Brexit

Brexit and the risk of border delays is the number one reason for the decline in our poult export orders. 

We sold a lot more hatching eggs for export rather than poults but they are not as profitable. 

We have at least retained the business. 

Buying British

“Another reason for the decline in poult sales is the way independent butchers are not supporting British turkeys as they’ve done for generations. 

“Unlike the multiple retailers, many butchers are now buying cheap, lower welfare imported butterflies, which leads to British farmers producing fewer turkeys.”  

He estimated that 4 to 4.5 million fresh turkeys are produced for Christmas along with some 3 million frozen turkeys – a total Christmas market of just over 7 million compared with well over 10 million in the past.