CEO Richard Harrow appeared on the Channel 4 programme Luxury Christmas for Less which aired on Thursday 9th December. The focus was on the difference between fresh and frozen turkey.
With 17 million kgs of fresh turkey sold last Christmas vs 14 million kgs of frozen, it was a great opportunity to explain the value consumers can find by buying a frozen turkey. With Kantar data showing the price per kg for frozen being half that spent on chilled, there is a great story to tell about frozen.
However, it is not just the value that consumers will find, frozen reduces the potential for food waste at point of sale. Even at a 3% wastage level, chilled volume sales last year could have generated 500k tonnes of food waste.
You can view the programme here: https://www.channel4.com/programmes/luxury-christmas-for-less/on-demand/72940-002