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Celebrity chef joins Bernard Matthews

PUBLISHED: 08:41 19 March 2010 | UPDATED: 17:07 30 June 2010

He was the original gastronomic “enfant terrible” and has been dubbed the first celebrity chef, but now Marco Pierre White has set his culinary sights on Norfolk and will be championing the county's famous turkey company.

He was the original gastronomic “enfant terrible” and has been dubbed the first celebrity chef, but now Marco Pierre White has set his culinary sights on Norfolk and will be championing the county's famous turkey company.

Bernard Matthews Farms has recruited the restaurateur as its ambassador to boost the profile of turkey as a great tasting and versatile meat.

Through a wide range of activities, White will encourage people to move away from the “turkey is just for Christmas” psyche and inspire them to cook with turkey all year round.

White, who was just 33 when he gained three Michelin stars and was the youngest chef to do so at the time, will also be developing a new range of turkey products for Bernard Matthews later in the year.

He said: “Ever since I was a young boy I've been an admirer of turkey and particularly Bernard Matthews, because he is, without question, one of the great farmers of the last five decades.

“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.

“Bernard Matthews Farms is unique in that it is a fully integrated food business. I never realised until I visited their Norfolk farms that they do everything from breeding their own turkeys, hatching the eggs and rearing the birds, through to delivering the end product.

“They even mill their own feed from locally sourced wheat. It really is an iconic British brand, based on one great man's vision more than five decades ago.

“I am honoured and privileged to be working with Bernard Matthews Farms to promote the great bird and put turkey back on menus across the UK.”

Jeff Halliwell, Bernard Matthews Farms' managing director, said: “We are delighted to be collaborating and working with a chef of Marco Pierre White's calibre to help promote and support Bernard Matthews Farms and British turkey.

“Marco has an enthusiastic passion for food and he will be a great advocate for this great meat. For Bernard Matthews Farms this collaboration is part of our plan to grow the business for the future.

“We are investing in many new initiatives and innovative products that will help drive turkey consumption in the UK, which is only half that of countries like France or Italy where turkey is a staple protein and integral part of everyday diets.

“Marco will be working with us to help promote turkey and develop a new range of Bernard Matthews Farms turkey products. We are thrilled about the opportunities ahead and look forward to working with Marco at this exciting time for our business”.


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