Three of the UK's leading supermarket chains have taken what industry insiders are calling an "unprecedented" step to secure Christmas dinner supplies, turning to imported European turkeys as avian flu severely impacts domestic production.
Supermarkets Source European Birds to Protect Festive Supply
Asda, Lidl, and Morrisons have confirmed they are stocking branded turkeys sourced from mainland Europe to ensure availability for customers during the crucial festive period. This move, described by sources as highly unusual, is a direct response to the ongoing pressure on UK turkey farms from avian influenza outbreaks.
Morrisons is now offering Bernard Matthews-branded turkey imported from Poland, while Asda is selling a Cherrywood-branded turkey crown from mainland Europe. Lidl has stated that a small proportion of its branded frozen turkey, sold under the Gressingham label, is now being sourced from within the European Union.
Industry Reaction and Support for British Farmers
One industry source emphasised the exceptional nature of the decision, stating: "Only in exceptional circumstances would we consider alternatives [to UK birds] to maintain availability for customers." This sentiment highlights the significant disruption caused by the disease to traditional British Christmas supply chains.
In contrast, Matt Hood, a managing director at the Co-op, reaffirmed his supermarket's commitment to British produce. "We are proud to be selling 100% British turkeys this Christmas," he said on 21 December 2025. "We work all year round to support farmers, in support of our commitment to backing Britain."
Hood acknowledged the extreme pressure on poultry farmers, particularly turkey farms whose business is heavily focused on the festive season. He stressed the importance of retailer support: "It is very important retailers support and invest in the British farming industry to ensure it can weather the many ups and downs nature throws at it."
Farmer Perspectives and Lessons Learned
Poultry farmers like Raw, who farms broiler chickens in Yorkshire, expressed sympathy for those affected by the outbreaks. "My heart goes out to anyone affected but we have measures in place," he said, indicating that the industry had applied lessons from the severe 2022-23 avian flu season.
"We have learned a lot of lessons from the 2022-23 experience and we had housing measures in place a lot sooner," Raw explained. He detailed collaboration with the government to protect bird welfare and minimise supply chain disruption.
His final plea to consumers was clear: "We ask customers always to look out for British or the union jack. What we produce is to the highest standards possible – the welfare and care of the birds is at the forefront of what we do." This call underscores the broader tension between securing supply and supporting domestic agriculture during a national biosecurity crisis.
