Turkey tycoon Bernard Matthews, who became a household name in the 1980s following a series of television commercials, has died aged 80.
His company confirmed the Norfolk farmer passed away on Wednesday.
The businessman made a multi-million pound fortune through his vast poultry company and is widely credited with bringing cheap turkey meat to the masses.
In a statement on his company's website, chief executive Noel Bartram said: "It is with a great deal of personal sadness that I confirm Bernard Matthews passed away on the afternoon of the 25th November.
"I have personally known Bernard Matthews for well over 30 years, and on behalf of myself and my fellow colleagues, I wish to express our great sorrow and extend our thoughts and sympathies to the family."
The Bernard Matthews empire began with a humble £2.50p investment in 1950 with 12 turkey eggs and an incubator in the heart of Norfolk. It grew into the biggest turkey processor in Europe.