The ‘Rolls-Royce Of Turkey’ Is Coming To America

Forbes

Paul Kelly's family farm in England has been selling $500 heirloom turkeys for two generations. Now, after a decade breeding them in Virginia, KellyBronze birds are looking to gobble up America's Thanksgiving market.  Read the full story on Forbes: https://www.forbes.com/sites/chloesorvino/2025/11/16/the-rolls-royce-of-turkey-is-coming-to-america/  Subscribe to FORBES: https://www.youtube.com/user/Forbes?sub_confirmation=1  Fuel your success with Forbes. Gain unlimited access to premium journalism, including breaking news, groundbreaking in-depth reported stories, daily digests and more. Plus, members get a front-row seat at members-only events with leading thinkers and doers, access to premium video that can help you get ahead, an ad-light experience, early access to select products including NFT drops and more:  https://account.forbes.com/membership/?utm_source=youtube&utm_medium=display&utm_campaign=growth_non-sub_paid_subscribe_ytdescript  Stay Connected Forbes newsletters: https://newsletters.editorial.forbes.com Forbes on Facebook: http://fb.com/forbes Forbes Video on Twitter: http://www.twitter.com/forbes Forbes Video on Instagram: http://instagram.com/forbes More From Forbes:  http://forbes.com  Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.

Transcript

00:00Today on Forbes, the Rolls-Royce of Turkey is coming to America.

00:06We're one week away from Thanksgiving, and the turkey has been the traditional centerpiece of the typical feast.

00:13After two decades of breeding what the Times of London once called the, quote,

00:17Rolls-Royce of Turkey, Paul Kelly wanted to learn from experts with generations of knowledge in America,

00:23where turkey farming originated.

00:25But once the Briton arrived in 2003, and after spending several weeks visiting turkey farms across Virginia,

00:33West Virginia, North Carolina, Massachusetts, and Pennsylvania,

00:37Kelly was, quote, amazed to find no farmer or butchery maintain the American traditions,

00:44including dry plucking and hanging, that have set the Essex, England-based Kelly Bronze apart.

00:50Then again, when a frozen American butterball costs about $1 a pound,

00:55and you're asking customers to pay around $15 a pound, or nearly $500 for a 32-pound turkey,

01:02high quality has to come with more than a high price.

01:06Kelly says, quote,

01:07Kelly, who is 62 years old, is now the owner of the only USDA-approved turkey plant in the U.S. that dry plucks and hangs its birds,

01:27which many believe creates crispier skin and better flavor.

01:30Since purchasing 130 acres in the foothills of the Blue Ridge Mountains in Crozet, Virginia, a decade ago,

01:38Kelly has opened America's first newly built turkey hatchery in years.

01:43Kelly Bronze, which sells its turkeys at Eataly and other high-end retailers across America,

01:49had 2024 revenue of $28 million.

01:51About 4% of that comes from the U.S., but Kelly expects that to be 25% within three years as he increases production in Virginia.

02:01And he is aiming for annual revenue that will hit $80 million by 2028.

02:07Founded in 1971 by Kelly's parents, Derek and Molly,

02:12Kelly Bronze is 100% family-owned and has never taken any private investment,

02:17though there have been many offers over the years.

02:19The business has grown steadily for the past six decades with little debt, and it currently has none.

02:26Kelly, who admits that the business is challenging as the bulk of revenue comes in November, December, and January,

02:32says, quote,

02:33I have slept at night knowing that every decision we made, we could afford to make, rather than hoping it worked.

02:39But in America, bang, we bought the farm, we built the plant, not having sold one turkey.

02:45We were taking risks, but risks we could afford.

02:47Kelly acknowledges the high price of his turkeys can be a, quote,

02:52problem, but he is quick to point out that his birds are also three times the age of the typical frozen turkey

02:57and lose 3% of their weight during hanging, and it's all done by hand, which increases labor costs.

03:04Kelly asks, quote,

03:05People aren't buying it to save money, are they?

03:08The sales of amazing wines and the best champagnes go through the roof at Thanksgiving in America.

03:13The same is here at Christmas.

03:15Not everyone can afford it, but for those that can, it's there.

03:20In the UK, Kelly Bronze supplies high-end butchers and retailers like Harrods and Selfridges.

03:25The royal family, as well as chef and restaurateur Gordon Ramsay, have also supported the brand for years.

03:32In addition to Kelly's 130 acres in Virginia, the family owns 90 acres across Scotland and England, where it rents another 140 acres.

03:41There are also now 13 British farmers raising turkeys for Kelly Bronze, including British celebrity chef Jamie Oliver,

03:49who started raising a flock five years ago, after spending 25 years as a customer.

03:54Oliver calls Kelly Bronze, quote,

03:56Now, after more than 50 years in business, Kelly Bronze is finally ready to feast on America's high-end turkey market.

04:08Kelly says, quote,

04:11For full coverage, check out Chloe Sorvino's piece on Forbes.com.

04:27This is Kieran Meadows from Forbes.

04:29Thanks for tuning in.

04:38Kieran Meadows from Forbes.com.

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