FOR IMMEDIATE RELEASE CONTACT:
Sherrie Rosenblatt, National Turkey Federation
202-898-0100 ext. 233, srosenblatt@turkeyfed.org
or Leslee McGovern, Devine & Pearson
617-472-2700 ext. 137 lmcgovern@devine-pearson.com

National Turkey Federation Unveils Trends in Consumer Preparation of Turkey Products at Home
Online survey says people choose turkey for taste, nutrition and value

Washington, D.C. (October 29, 2003) – In a recent consumer survey conducted by the National Turkey Federation (NTF) at www.eatturkey.com, respondents indicate the top three reasons for preparing turkey at home are taste, nutrition and value. Of the nearly 200 respondents, 69 percent select “taste/flavor,” 52 percent chose “good nutritional value” and 44 percent cite “good price/value” as leading reasons for serving turkey at home. The online study at Eatturkey.com is designed to capture information on consumer experiences with preparation of turkey products at home.

“This year’s survey once again confirms that taste is turkey’s most important attribute and the one that is most important to consumers,” says NTF’s Senior Director Sherrie Rosenblatt. “Turkey also has a very attractive nutritional profile and economical food cost, which is also important to consumers, making it a wise choice at the grocery store.”

While sandwiches (90 percent) and entrées (86 percent) continue to be the most popular way to enjoy turkey, this year’s respondents show more interest in trying turkey in other ways like “soups/stews/chilies” (52 percent), “casseroles/skillet meals” (52 percent) and “burgers” (46 percent). Further figures indicate that consumers are considering turkey for other non-traditional meal occasions like as a snack (41 percent) and at breakfast (26 percent).

Consumers would broaden their meal occasions for turkey at home with “quick/easy” (72 percent) and “new/unique” (55 percent) recipes for ground turkey, bone-in breast roasts and whole turkey. Italian, Southern and Southwestern were the leading preferences in flavor profiles for recipes.

The National Turkey Federation’s Consumer Preparation Survey appeared on eatturkey.com from May 30, 2003–September 2, 2003, when consumer user sessions exceeded 30,000.

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.