What lies ahead for the beautiful Bernard Matthews brand?

Bernard Matthews, a well-known poultry producer in the UK, has announced the closure of its factory in Great Witchingham, Norfolk. This is where the business empire of the company's founder began its existence. This is the latest unfortunate step for the poultry producer, which became famous for its leader's phrase "bootiful" and turkey sausages.

Bernard Matthews, born in 1930 in Brooke, Norfolk, began his journey to success in 1950 when he bought 20 turkey eggs and an incubator at a market in Acle, Norfolk. At that time, turkey was expensive and mostly eaten only at Christmas. However, in the 1960s, Bernard Matthews made it into the Guinness Book of Records as the largest turkey farmer in Europe.

His image was closely associated with Norfolk, and many of his commercials were filmed on the grounds of his estate, Great Witchingham Hall, which became his home and the headquarters of his company after its purchase in 1955. Matthews was known for his catchphrase "bootiful," and his success led to an expansion of the turkey-based product range.

One of these products was Turkish sausages, which Jamie Oliver noticed in 2005, considering such food unsuitable for children in schools and urging a switch to healthier alternatives. Many schools heeded his advice, and the company's profits declined after this campaign.

In recent years, the company has faced a number of challenges.

Recently, the poultry industry has faced a number of challenges, including a labor shortage caused by 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, Bernard Matthews 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 Yarmouth is due to it being unprofitable and not commercially viable. He added that the company understands this will be extremely sad news for all stakeholders and that this proposal does not reflect the hard work and dedication of the company's employees.

The work process is ongoing in Great Yarmouth. 2 Sisters Food Group has announced that nearly all 600 employees working at the Great Yarmouth plant will be offered alternative positions at five other company sites in Norfolk and Suffolk. Unite union representative Mark Jeans noted that layoffs are not inevitable for anyone unless individual circumstances prevent them from transferring to another plant.