Several of the UK's leading supermarkets have been accused of misleading customers this festive season by selling turkeys sourced from Europe while implying they are British. Campaigners allege that stores including Asda, Morrisons, Lidl, and Aldi are stocking imported birds to meet Christmas demand, exacerbated by a severe bird flu outbreak.
Misleading Labels on the Festive Shelf
Shoppers hoping to serve a homegrown turkey this Christmas must scrutinise the small print on packaging or retailer websites to discern true origins. Prominent labels can be deceptive. For instance, a Bernard Matthews 'Bootiful' turkey crown found in a London Morrisons was displayed alongside poultry marked 'British whole chicken', yet its packaging disclosed it was 'produced in the UK using turkey from the EU and UK'.
A similar description was found on a Cherrywood turkey crown sold by Asda. The retailer stated all its own-label turkeys come from British and Irish farms. However, some birds are sourced from as far as Poland. Morrisons confirmed its 'Bootiful' turkey is shipped from Poland, offering both British and EU-sourced birds.
Branding Evokes Britain, But Origins Are Mixed
Lidl's 'Braemoor' Christmas meat range, named after a Scottish town, lists its three-bird roast as 'produced in the UK using EU and non-EU chicken, turkey, duck and pork'. The supermarket confirmed some turkeys are imported from Europe, though its fresh and own-brand frozen whole turkeys are British.
At Aldi, an 'Ash Valley' turkey breast joint was advertised with a sign reading 'Proudly supporting British farmers'. The packaging, however, admits it was produced 'using EU and UK turkey'. Aldi claimed this is its only product containing non-UK turkey meat.
In contrast, Marks and Spencer, Waitrose, Sainsbury's, and Co-op confirmed all their turkeys are sourced from the UK and Ireland. Co-op's commercial director, Thomas Bradley, emphasised: 'Turkey is still number one for Christmas dinner and there’s nothing better than a British turkey, which is the only kind we will be selling at Co-op this year.'
Bird Flu Crisis and Wider Import Concerns
The surge in imports coincides with a major avian influenza outbreak. Demand for turkey peaks at Christmas, with around 10 million consumed yearly. Yet, in just the last three months, there have been 70 confirmed UK bird flu cases, a sharp rise from the 81 recorded in the entire previous year from October 2024 to September 2025. This led to mandatory housing orders for English flocks from November 6.
This practice mirrors the 'fake farm' branding tactic, where evocative British names distract from food's true provenance. The issue extends beyond poultry. This summer, the National Farmers' Union accused chains like Morrisons, Sainsbury's, and Asda of importing meat from countries with lower animal welfare standards, such as Australian beef, Polish chicken, and Uruguayan steaks.
The UK's animal welfare standards rank a 'B' on the World Animal Protection Index, higher than Poland and New Zealand's 'C' or Uruguay and Australia's 'D'. The government has acknowledged concerns, with the Prime Minister’s spokesman stating they are 'prepared to use the full range of powers' to ensure UK produce remains competitive, especially under Labour's proposed animal welfare crackdown which includes banning caged hens.
