Bernard Matthews has announced it is to cease its importing of turkey meat as of August, and pork and chicken from 2010.
The firm has made the decision in order to salvage its reputation following the outbreak of bird flu on its farm in East Anglia, and the revelation that it had been importing much of its meat from Hungary and Brazil.
Matt Pullen of Bernard Matthews said that the two incidents “undermined the trust [consumers] had always had in [the] brand”, and the company was now striving to “repair some of the damage to the brand.”
