Bernard Matthews has appointed Leigh Edwards as sales director to help improve the fortunes of the East Anglian turkey producer.

Edwards will be managing the UK sales team and described the task of revitalising Bernard Matthews as a "back to basics" mission.

"I think Bernard Matthews is a wonderful British business. It is a great brand that's had a lot of bad luck," said Edwards. "We know our products need to better meet the needs of the marketplace and significant progress is being made."

Edwards said he would be working to streamline the business and improve service levels as well as introducing category management.

Despite an outbreak of bird flu at the company's farm in Suffolk last year, and rising costs of bird feed due to the volatile wheat market, Edwards insisted it was a good time to be a turkey producer.

He said there were opportunities for growth, particularly in terms of positioning turkey as an alternative midweek meal choice.

"With consumers stating a desire for British produce, a focus on British agriculture and farming can only help us rebuild our reputation and realise the value of our strongest asset - British Turkey," said Edwards.

A number of products were being developed to meet demand for low-fat, high-protein products and would be launched next year, he said, adding that Bernard Matthews also expected to increase the number of birds it produced in response to demand.

Bernard Matthews would also be putting a renewed focus on the core turkey farming business, he said.

Edwards has previously worked for a number of leading brands including Heinz and Wrigley. His most recent role was as commercial director at Del Monte Foods UK, where he helped increase the company's market share.

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