Marco Pierre White signs a deal with Bernard Matthews

Through a wide range of activities, White will encourage people to move away from the 'turkey is just for Christmas' psyche and inspire everyone to cook with turkey all year round. In addition, White will be developing a new range of turkey products for Bernard Matthews Farms later in the year. The chef said: "Turkey is the nation's favourite roast on the most important family day of the year, so why not all year round? Turkey has more flavour, more texture than chicken, but for many, the only association with turkey is Christmas or Easter, which is down to tradition and nostalgia. "Consumers traditionally roast turkey, but there are many other ways to prepare this majestically delicious bird. Through our joint collaboration, we wish to show the great British public how perfect the great bird is for today's modern lifestyles – as it is versatile, healthy and affordable."