Product line
Private Label Deli Turkey and Chicken
Turkey is the workhorse of most deli cases, so it is usually the first place a private label program pays off. Longview builds turkey and chicken lines under your store name, from an everyday oven browned breast to a no pump turkey for customers who read labels.
The poultry line
Longview's private label poultry line covers the turkeys and chickens a full-service deli counter sells every day:
- Oven Browned Turkey (Oven Gold), the everyday sliced turkey most customers expect to find.
- Maple Turkey, a sweeter option that pairs well with a maple ham on the same shelf.
- Just Turkey (No Pump), a premium turkey for customers who want a simpler product.
- Smoked Turkey and Peppered Turkey, for sandwiches and party platters.
- Roasted Chicken and Buffalo Chicken, for customers who want something other than turkey, and for your sandwich program.
Every item is produced in HACCP-certified processing facilities and goes out under your label, not ours.
Why start a private label program with turkey
Turkey is the item customers buy every week, often by the pound and often by habit. If it carries your store's name and it is good, that habit becomes loyalty to your store rather than to a national brand they can find anywhere. It is also where the price comparison is easiest for a shopper, so a quality turkey with your name on it says a lot about the rest of your counter.
Building a good, better, best turkey lineup
A simple way to plan the case is to give customers a clear choice at each level:
| Tier | Longview item | Why it works |
|---|---|---|
| Everyday | Oven Browned Turkey (Oven Gold) | The familiar turkey most customers ask for by name. |
| Flavored | Maple, Smoked or Peppered Turkey | Adds variety without adding a different kind of meat. |
| Premium | Just Turkey (No Pump) | A top-shelf option for label readers and for your best sandwiches. |
Add Roasted Chicken or Buffalo Chicken next to the turkeys and you have covered the poultry section of most cases with your own name on every item.
Merchandising ideas
- Put your label on the case tags and signs, not just the product, so customers see one consistent store brand across the counter.
- Sample the premium turkey at the counter. A taste is the fastest way to move a customer up a tier.
- Pair turkey with cheese on your signs and sandwich boards: Smoked Turkey with Swiss, Peppered Turkey with Muenster, Oven Browned Turkey with American. See our deli cheeses.
- Use Buffalo Chicken as a sandwich special to introduce it before it becomes a by-the-pound regular.
What customizing means
Longview can customize any product or a full line to meet your needs. In practice that can mean choosing which items make up your program, adjusting a seasoning or flavor profile, and putting your own name and design on the product. We will confirm exactly what is possible for each item, along with minimums, timing and pricing, when we talk about your program.
Next step
Tell us what turkeys and chickens your counter sells today and how many locations you have, and we will suggest a starting lineup. Request a private label quote, or read how a program works.
Common questions
Which turkey should anchor a private label deli case?
Most stores start with an everyday oven browned turkey, since it is the item customers ask for most by name, then add one premium option such as Just Turkey (No Pump) and one flavored option such as Maple or Peppered. We will help you choose based on what your counter already sells.
What does "no pump" mean on a turkey?
It is Longview's name for a turkey made without the added solution that many deli turkeys are injected with. It gives you a cleaner, premium option to put at the top of your turkey lineup.
Can you change the seasoning or flavor of a turkey for my store?
Longview can customize any product or a full line. Tell us what you want to change and we will confirm what is possible, along with minimums, timing and pricing for your program, when we talk.
Do I have to carry the whole poultry line?
No. Many programs start with two or three turkeys and one chicken and grow from there. You pick the items that fit your case.