Turkey market growing through value-added processing

Source: Saskatchewan Agriculture and Food

Many of us will have recently savoured the juicy taste of a good, old-fashioned roast turkey over the Christmas season. The turkey market is enjoying a bit of growth these days, mainly because of value-added processing that’s taking it beyond its traditional status as a holiday feast.

“We’re seeing an overall increase across Canada in the consumption of further processed products,” said Rose Olsen, General Manager of the Saskatchewan Turkey Producers Marketing Board.

“There was a time not too long ago when you could only find whole turkey in a grocery store,” she noted. “Now, moving forward, you’ve got everything from deli meats to turkey bacon to fresh ground turkey – even being able to buy just a turkey breast or thigh so you can go home and cook a meal more suited to a small family. We’re finding the customers appreciative of that, especially as the population ages.”

Olsen suspects the growing emphasis on healthy eating is the real driving force behind turkey’s increasing popularity. “Turkey is just a very, very lean product. It’s very low in fat, that’s the number one reason. You can roast a boneless, skinless turkey breast, and it will have less than one gram of fat per 100 gram serving,” she stated.

“We’re finding that, as the baby boomers grow older, they tend to eat healthier. So, with eating healthier, they’re eating more turkey. As a result, we’re seeing a little bit of an increase in consumption.”

Olsen says the change in eating habits is even being reflected in fast food chains like McDonald’s, which are now carrying turkey subs to meet consumer demand. But she also noted that the turkey industry is doing a lot to help its own cause, including developing new recipes for people to try at home, as well as making cooking information available to help consumers who aren’t as familiar with the bird.

Here in Saskatchewan, there’s also a lot going on within the turkey industry. There are 15 licensed producers in the province, operating under supply management to ensure they get a fair return on their product, according to Olsen.

Olsen says one of the things Saskatchewan producers are focusing on is serving and supplying the local market better. She says that most domestic production seems to be geared towards sales outside the province, even though more could probably remain here and be sold in Saskatchewan stores.

Part of the reason is that there has been virtually no turkey processing capacity in the province for the past five years. A small, provincially inspected kill plant at Pine View Farms in Osler does a minimal amount of production for its customers. Other than that, almost all of the birds get sent elsewhere for processing, with roughly two-thirds heading to Alberta and one-third to Manitoba.

Olsen says that may be about to change, thanks to the Prairie Pride poultry processing plant that began operating in Saskatoon in early 2006. While the plant has so far mainly focused on processing chickens, it is expected to broaden its operations to include turkeys in the near future.

Olsen says Saskatchewan turkey producers take food safety very seriously. In fact, she pointed out that the industry in this province has been working towards an on-farm food safety program that all producers will be incorporating, starting in January 2007.

“The intent of the training is just to tighten up a few things around the farm,” she stated. “Our producers are already doing a pretty good job, since they have to meet certain standards to ship to processing plants. But this will ensure that our consumers are getting the very safest of products, and that the birds are raised in a healthy, safe and humane environment. So we’re pretty proud that our growers are all going to be approved.”

Anyone looking for unique and tasty turkey recipes is encouraged to visit the Canadian Turkey Marketing Agency website at www.turkeyfordinner.ca. Among the more than 100 mouth-watering ideas you will find there are Grilled Citrus Turkey Steaks, Basil-Walnut Turkey Breast Slices, Best-Ever Turkey Chili and Turkey Chowder. Bon appetit!

For more information, contact:

Rose Olsen, General Manager
Saskatchewan Turkey Producers Marketing Board
Phone: (306) 931-1050
E-mail: saskaturkey@sasktel.net
Website: www.turkeyfordinner.ca

Many of us will have recently savoured the juicy taste of a good, old-fashioned roast turkey over the Christmas season. The turkey market is enjoying a bit of growth these days, mainly because of value-added processing that’s taking it beyond its traditional status as a holiday feast.

“We’re seeing an overall increase across Canada in the consumption of further processed products,” said Rose Olsen, General Manager of the Saskatchewan Turkey Producers Marketing Board.

“There was a time not too long ago when you could only find whole turkey in a grocery store,” she noted. “Now, moving forward, you’ve got everything from deli meats to turkey bacon to fresh ground turkey – even being able to buy just a turkey breast or thigh so you can go home and cook a meal more suited to a small family. We’re finding the customers appreciative of that, especially as the population ages.”

Olsen suspects the growing emphasis on healthy eating is the real driving force behind turkey’s increasing popularity. “Turkey is just a very, very lean product. It’s very low in fat, that’s the number one reason. You can roast a boneless, skinless turkey breast, and it will have less than one gram of fat per 100 gram serving,” she stated.

“We’re finding that, as the baby boomers grow older, they tend to eat healthier. So, with eating healthier, they’re eating more turkey. As a result, we’re seeing a little bit of an increase in consumption.”

Olsen says the change in eating habits is even being reflected in fast food chains like McDonald’s, which are now carrying turkey subs to meet consumer demand. But she also noted that the turkey industry is doing a lot to help its own cause, including developing new recipes for people to try at home, as well as making cooking information available to help consumers who aren’t as familiar with the bird.

Here in Saskatchewan, there’s also a lot going on within the turkey industry. There are 15 licensed producers in the province, operating under supply management to ensure they get a fair return on their product, according to Olsen.

Olsen says one of the things Saskatchewan producers are focusing on is serving and supplying the local market better. She says that most domestic production seems to be geared towards sales outside the province, even though more could probably remain here and be sold in Saskatchewan stores.

Part of the reason is that there has been virtually no turkey processing capacity in the province for the past five years. A small, provincially inspected kill plant at Pine View Farms in Osler does a minimal amount of production for its customers. Other than that, almost all of the birds get sent elsewhere for processing, with roughly two-thirds heading to Alberta and one-third to Manitoba.

Olsen says that may be about to change, thanks to the Prairie Pride poultry processing plant that began operating in Saskatoon in early 2006. While the plant has so far mainly focused on processing chickens, it is expected to broaden its operations to include turkeys in the near future.

Olsen says Saskatchewan turkey producers take food safety very seriously. In fact, she pointed out that the industry in this province has been working towards an on-farm food safety program that all producers will be incorporating, starting in January 2007.

“The intent of the training is just to tighten up a few things around the farm,” she stated. “Our producers are already doing a pretty good job, since they have to meet certain standards to ship to processing plants. But this will ensure that our consumers are getting the very safest of products, and that the birds are raised in a healthy, safe and humane environment. So we’re pretty proud that our growers are all going to be approved.”

Anyone looking for unique and tasty turkey recipes is encouraged to visit the Canadian Turkey Marketing Agency website at www.turkeyfordinner.ca. Among the more than 100 mouth-watering ideas you will find there are Grilled Citrus Turkey Steaks, Basil-Walnut Turkey Breast Slices, Best-Ever Turkey Chili and Turkey Chowder. Bon appetit!

For more information, contact:

Rose Olsen, General Manager
Saskatchewan Turkey Producers Marketing Board
Phone: (306) 931-1050
E-mail: saskaturkey@sasktel.net
Website: www.turkeyfordinner.ca