Bernard Matthews, English farmer and businessman, founded Bernard Matthews Farms (d. 2010)

Bernard Trevor Matthews: A Legacy in British Poultry

Bernard Trevor Matthews CVO CBE (24 January 1930 – 25 November 2010) was a pivotal figure in British agriculture and a true pioneer of the modern poultry industry. He is widely recognised as the visionary founder of Bernard Matthews Farms, a company that has become synonymous with turkey meat products and a household name across the United Kingdom. His journey from humble beginnings to establishing one of Europe's largest turkey producers embodies a remarkable entrepreneurial spirit and a profound impact on British culinary traditions.

The Genesis of a Poultry Empire

Bernard Matthews' extraordinary venture began in 1950 when he purchased 20 turkey eggs and a second-hand incubator for £2 10s. in Norfolk, England. This modest investment, made while he was still working at a Norwich law firm, marked the nascent stages of what would evolve into a massive integrated poultry business. He soon acquired Great Witchingham Hall in 1953, a dilapidated country estate that became the headquarters of his burgeoning enterprise. From these humble roots, Bernard Matthews revolutionised turkey farming by adopting innovative, large-scale production methods, moving away from seasonal, backyard operations to efficient, year-round supply. This approach made turkey meat more accessible and affordable for the average consumer, fundamentally changing its perception from a festive luxury to an everyday protein.

Bernard Matthews Farms: A Household Name

Bernard Matthews Farms rapidly grew under his astute leadership, becoming the UK's largest producer of turkey products. The company is renowned for a diverse range of items that have graced dinner tables for decades. While originally focused on whole turkeys, the brand ingeniously diversified, creating convenient, value-added products that appealed to a broader market and encouraged year-round consumption of turkey.

Key Product Innovations and Marketing

• Whole Turkeys and Joints: Remaining a staple, particularly during festive seasons.
• Further Processed Products: Including popular items like turkey roasts, steaks, and mince, which offered versatility for everyday cooking.
• "Golden Drummers" and "Turkey Dinosaurs": Iconic, child-friendly products that introduced turkey to a younger generation, becoming lunchbox and dinner favourites.

A significant part of the company's success can be attributed to its memorable and distinctive marketing campaigns. Bernard Matthews himself became the face and voice of the brand, famously coining and delivering the catchphrase "bootiful." This simple yet effective slogan, often delivered in his Norfolk accent, became instantly recognisable and helped solidify the brand's place in British popular culture, making turkey meat approachable and even endearing to millions.

Recognitions and Legacy

Beyond his commercial achievements, Bernard Matthews was recognised for his significant contributions to industry and public life. His dedication to agriculture and the national economy earned him prestigious honours from the British Crown:

Commander of the Royal Victorian Order (CVO)

Awarded in 1992, this honour is a personal gift of the Sovereign, recognising distinguished personal service to the monarch.

Commander of the Order of the British Empire (CBE)

Conferred in 1982, the CBE acknowledges a prominent role or a considerable achievement in any field of activity, indicating a distinguished and innovative contribution.

These accolades underscore his impact extending beyond the business world, reflecting his standing as a respected figure in British society. Bernard Matthews' legacy endures not only through the continued operations of Bernard Matthews Farms but also in the way he transformed the perception and consumption of turkey, making it a beloved and accessible part of the British diet.

Frequently Asked Questions About Bernard Trevor Matthews

Who was Bernard Trevor Matthews?

Bernard Trevor Matthews was a visionary British entrepreneur and the founder of Bernard Matthews Farms, a company celebrated for its wide range of turkey meat products. He revolutionised the poultry industry by pioneering large-scale, year-round turkey farming.

When was Bernard Matthews Farms founded?

Bernard Matthews began his turkey farming venture in 1950, acquiring Great Witchingham Hall as his company's headquarters in 1953, marking the formal establishment of Bernard Matthews Farms.

What is Bernard Matthews Farms best known for?

Bernard Matthews Farms is primarily known for producing a diverse array of turkey meat products, ranging from whole turkeys and joints to popular processed items like "Golden Drummers," "Turkey Dinosaurs," and various turkey roasts and steaks.

What does the slogan "bootiful" mean in relation to Bernard Matthews?

"Bootiful" is an iconic marketing slogan famously used by Bernard Matthews himself in the company's advertisements. It's a colloquial pronunciation of "beautiful," reflecting his Norfolk accent, and became synonymous with the quality and appeal of Bernard Matthews turkey products.

What prestigious honours did Bernard Trevor Matthews receive?

Bernard Trevor Matthews was awarded the Commander of the Order of the British Empire (CBE) in 1982 for his contributions to the poultry industry and the Commander of the Royal Victorian Order (CVO) in 1992 for his personal service to the Sovereign.