The Traditional Farmfresh Turkey Association (TFTA) has added two weeks to the maturity needed in its strict code of practice that all members are required to follow. Their turkeys will now have to be at least 20 weeks old, up from the 18-week minimum in 2005 and 19 weeks in 2006.

"Butchers and consumers look to our Golden Promise label for a superior quality product," says Henry Bryant, TFTA president. "With greater maturity comes better quality and that's why most of our members already rear their turkeys to around 24 weeks. The trend among us is to rear the birds longer to full maturity and that's why we've upped the minimum standard.

"There's no doubt mature turkeys have a better finish, they are easier to pluck and - most important for the consumer - they have a better texture and flavour. Turkey is naturally a very lean and healthy meat, and with that little extra subcutaneous fat the bird cooks that little bit moister.

"Growing to full maturity differentiates our product even more from the more intensively grown birds which may have only half the age of our turkeys"

Mr Bryant is the latest of three generations of his family producing turkeys and fruit at Hernhill, near Faversham, Kent. The business expanded soon after formation of the TFTA and produces around 9000 free range bronze turkeys a year.

There will be around 150,000 Golden Promise turkeys on sale this Christmas produced by more than 50 TFTA members.