As avian flu wreaks havoc on poultry production in the UK, major supermarkets are resorting to importing turkeys from Europe to ensure shelves remain stocked for the holiday season. This unprecedented situation has prompted retailers such as Asda, Lidl, and Morrisons to seek out branded turkeys from various countries on the continent, aiming to maintain availability for festive meals.
While these retailers will still offer their own-label fresh and frozen turkeys sourced exclusively from British farms, they have also opted to include some European options. For example, Morrisons has begun selling Bernard Matthews-branded turkeys imported from Poland, and Asda is offering a Cherrywood-branded turkey crown from mainland Europe.
Lidl has mentioned that a modest portion of its frozen turkey, marketed under the Gressingham brand, comes from the European Union. Additionally, sources indicate that Aldi may also be looking to Europe for turkey supplies, though the retailer has yet to provide an official comment regarding this.
Despite these imports, it is projected that non-British birds will represent less than 10% of the total turkey sales for the season. Typically, retailers supplement their stock with imported birds during Christmas to provide customers with a variety of choices, according to a representative from the British Poultry Council. However, one insider emphasized that alternatives to UK-sourced birds are only considered in extraordinary circumstances to ensure customer needs are met.
Marks & Spencer has confirmed that all its turkeys are sourced from the UK or Ireland, reflecting their commitment to local sourcing. Similarly, The Co-op, Sainsbury’s, and Tesco have asserted that their turkeys come entirely from British suppliers.
Matt Hood, managing director at The Co-op, expressed pride in offering 100% British turkeys this Christmas, highlighting their ongoing support for local farmers. He noted the significant pressures faced by poultry farmers, particularly turkey producers, during this peak season. Hood emphasized the importance of retailers investing in the British farming sector to help it navigate the unpredictable challenges posed by nature.
The British Poultry Council has reported that the current avian flu season is particularly severe, with confirmed cases significantly higher than last year, which is putting additional strain on the supply of Christmas poultry, including turkeys, chickens, and ducks. So far this season, there have been 70 confirmed cases of bird flu across the UK, primarily in England, approaching the total of 81 cases recorded during the entire previous season from October 1, 2024, to September 30, 2025.
In response to this outbreak, bird keepers in England were mandated to house flocks of more than 50 birds indoors starting November 6, a measure that expanded upon previous restrictions in northern, central, and certain eastern regions. Similar housing orders were implemented in Wales on November 13.
It is estimated that over 5% of the UK’s poultry flock for Christmas—approximately 300,000 birds—has been culled due to the avian flu outbreak. Smaller retailers are likely to encounter challenges in sourcing birds and may need to increase prices to manage higher costs.
Despite the outbreak, British poultry farmers remain optimistic about the overall availability of turkeys. Will Raw, chair of the national poultry board at the National Farmers’ Union, stated that while his thoughts are with those affected, measures are in place to mitigate the impact of the outbreak. He pointed out that lessons learned from previous experiences have led to earlier implementation of housing measures and close collaboration with the government to ensure both bird welfare and supply chain stability.
Raw urged consumers to look for British products, noting that the standards adhered to in the UK are high, prioritizing the welfare and care of the animals involved.
