Bernard Matthews recruits Marco Pierre White as ambassador

Kim BriscoeTurkey company Bernard Matthews has recruited celebrity chef Marco Pierre White as its ambassador.Kim Briscoe

Turkey company Bernard Matthews has today unveiled celebrity chef Marco Pierre White as its ambassador.

The Norfolk-based company hopes that by joining forces with the restaurateur they can move turkey further up the UK's culinary agenda.

White, who has been dubbed the first celebrity chef, will work with Bernard Matthews Farms to champion 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 cook with turkey all year round.

White, who was just 33 when he gained three Michelin stars and 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.

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'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.'

For more on this story, see Friday's paper.