Paul Kelly (second right) receiving the award from Sir Geoff Hurst MBE, with Matthew Pullen (left; chairman of the British Turkey marketing committee) and Jeanette Goldsbrough of category sponsor, Noble Foods

In the hotly contested Christmas category this free-range brand farmed by Kelly Turkeys of Danbury in Essex, won the Best Traditional category with what the judges deemed to be 'a magnificent looking bird with a slightly gamey flavour.'

The award was presented in front of more than 200 guests at Claridge's, London, by sports personality Sir Geoff Hurst, MBE, with co-hosts Olympic medallist Gail Emms and television presenter, Chris Hollins.

The judging panel included a consumer, mother-of-three Pauline Gibson, who won her place through a competition on the British Turkey web site. She said: "My family love eating turkey – it should definitely be cooked all year round."

Matthew Pullen, chairman of the British Turkey publicity and marketing committee, congratulated retailers and producers on the 'continual excellence achieved in the British turkey industry'.

The evening raised more than £12,000 for the children's medical charity, Sparks.