Specialty Turkeys Gain Shelf Space

Specialty Turkeys Gain Shelf Space

“You’ve got to know exactly what it is you’re getting and understand why you’re getting it. Someone who’s getting a 39-cent frozen Butterball from a chain market would not understand the heritage bird.” — Jill Moorhead, marketing director, The Hills Market

This Thanksgiving, more and more retailers are offering turkeys that were raised sustainably, carrying such labels as free-range, organic and heritage or heirloom. The premium birds — which can cost as much as $10 per pound — appeal to environmentally conscious consumers looking for an alternative to the conventional Butterball.

“In regards to the heirloom, now those are the old-fashioned turkeys. Kind of like back in the Pilgrim days in regards to that,” said Eddie Garcia,

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