What's next for the popular brand Bernard Matthews??

"British poultry company Bernard Matthews has announced plans to close the factory at its Great Witchingham base in Norfolk, which is the historical home of the company's founder. This is the latest setback for the poultry producer, which became known for the phrase 'bootiful' and the product Turkey Twizzlers. What's next?"?"

Who is Bernard Matthews?

Entrepreneur Bernard Matthews began his journey to success in 1950 when he bought 20 incubator eggs and an incubator at a market in Acle, Norfolk. At that time, turkey was expensive and mainly consumed only at Christmas. However, by the 1960s, Bernard Matthews had become the largest turkey farmer in Europe, and his name was closely associated with Norfolk. Many of his television commercials were filmed on the grounds of his estate, Great Witchingham Hall, which became both his home and the headquarters of his company after he acquired it in 1955.

Matthews was known for his phrase "bootiful," and his success led to an expansion of the turkey-based product range. One of these was Turkey Twizzlers, which in 2005 were highlighted by Jamie Oliver as an undesirable product for school cafeterias, and the chef urged a switch to healthier alternatives. Many schools followed his advice, and the company's profits declined. Subsequently, Matthews faced other challenges, including an incident with live turkeys used in a "baseball" game, as well as an outbreak of avian flu that resulted in the death of nearly 160,000 animals.

Currently, the company employs around 2,000 people and is an important supplier of turkey in the UK.

In recent years, the poultry industry has faced a number of challenges, including job losses due to Brexit and the COVID-19 pandemic. The cost of fuel, turkey feed, and energy has also increased in recent years, putting additional pressure on the sector. In 2022, the company reported losses of £25 million, which decreased to £10 million in 2023.

A representative of 2 Sisters Food Group stated that the proposal to close the factory in Great Wichingham is due to the fact that it is operating at a loss and is not commercially viable. A review was conducted, and despite recent investments, the business continues to operate in an "extremely challenging environment." The representative also noted that this proposal does not reflect the hard work and dedication of the employees, which is evident every day.

Employees and union organizations will begin a 45-day consultation on Monday. The 2 Sisters Food Group stated that nearly all 600 employees at the Great Witchingham plant will be offered alternative positions at five other company plants in Norfolk and Suffolk counties. Unite union representative Mark Jayne said that the risk of layoffs is not inevitable for anyone, unless their individual circumstances prevent them from moving to other company plants. "Bernard Matthews" intends to raise wage rates and maintain working conditions for every employee, regardless of which plant they will work at.