Turkey Industry Working to Meet Consumer Needs

June 1, 2001


CONTACT: Sherrie Rosenblatt
Director of Public Relations
202-898-0100 x233
E-mail: srosenblatt@turkeyfed.org


After a day filled with work at the office or at home, today's consumers are more and more frequently demanding convenient and easy-to-prepare foods for breakfast, lunch and dinner. Recognizing that consumers' needs are always changing, the turkey industry offers a wide variety of cuts and products specifically designed for consumers' busy schedules.

"The turkey industry is made up of people who are also consumers. They understand the importance of providing fast, ready-to-heat turkey products that fit into today's more hectic lifestyle," says Sherrie Rosenblatt, director of public relations for the National Turkey Federation (NTF). "Look at all of the convenient options consumers have today-pre-roasted or smoked turkey, smaller cuts like tenderloins and cutlets, ground turkey, turkey sausage or marinated, sliced turkey, to name just a few."

The industry is consistently working to develop products to meet consumers' needs and it has paid off. Turkey consumption in the United States has increased nearly 220 percent since 1970 as turkey has transformed from a holiday tradition to a year-round staple. In 1970, 50 percent of turkey consumption occurred during the holiday season, today that number is only 32 percent, showing patterns of turkey consumption occur throughout the year.

To build on today's increasing turkey consumption, the turkey industry has invested in marketing activities to promote the convenience and value of turkey to the public. Two key components of these efforts are the Anything Goes, With Turkey® and June is Turkey Lovers' Month® campaigns.

The Anything Goes, With Turkey® foodservice campaign is the turkey industry's first joint-member communications effort targeting the commercial foodservice market. This campaign, first launched in 1997, positions turkey as a protein that offers foodservice operators versatility in their menu planning. Why foodservice? Because of its role in establishing food trends and sparking interest in consumers, the commercial foodservice industry provides a unique opportunity for the turkey industry to promote its versatility and provide consumers a venue to eat turkey outside the home.

Now in its 12th year, the June is Turkey Lovers' Month® campaign reminds consumers and foodservice professionals of turkey's convenient new products and cuts. June was chosen as the perfect opportunity to promote turkey's time-saving options during the summer season. NTF offers recipes and cooking tips on its award-winning Web site at www.eatturkey.com.

Each individual member of the National Turkey Federation, is working to provide better services and products for consumers. While turkey's quality and healthy nutritional profile have remained consistent, the industry has continued to make turkey more convenient, for today's time starved consumers.

June is Turkey Lovers' Month Turkey Industry Trivia

During the last three decades, the turkey industry has progressed from a single-product, holiday-oriented business to a fully-integrated industry with a diverse product line that competes with other proteins on a year-round basis. Following are some facts you may not know about the turkey industry:

It's a fact...
U.S. turkey consumption has increased nearly 220% since 1970 due to consumers' recognition of turkey's good taste, price, health value and versatility.

It's a fact...
Turkey used to be just a holiday treat, but not anymore. Although 50% of all turkey consumed in 1970 was during the holidays, today that number is only 32% as more people enjoy delicious turkey products year-round.

It's a fact...
In 2000, U.S. growers raised about 270 million turkeys at an average weight of nearly 26 pounds.

It's a fact...
Minnesota is the number one turkey producer, followed by North Carolina, Arkansas, Virginia and Missouri.

It's a fact...
Turkey production in the United States has nearly tripled since 1970. With the value added to turkey through processing into a wide variety of cuts, parts and further processed products, the total value of turkey processors' production in 1999 was about $7.8 billion.

It's a fact...
In 2000, it is estimated the turkey industry exported more than $223 million worth of turkey products. The top export market for turkey in 1999 was Mexico, followed by Russia, Hong Kong, Poland and Canada. Mexico alone imported nearly 224 million pounds of turkey meat.


The National Turkey Federation is the advocate for all segments of the U.S. turkey industry. It's award winning web site www.eatturkey.com offers successful on-line professional chef cooking demonstrations and a searchable database of more than 300 recipes that exhibit turkey's versatility as a profit-building item, which enhances menus in all meal occasions during every season of the year. Operators can also go to www.eatturkey.com to sign up for the RecipE-mail program to register and receive unique recipe ideas that add flair to holiday and special occasion menus year-round.