My mother would never cook anything but a Butterball brand turkey. Brand name really doesnt matter to me. I brine mine before cooking so it is always moist but alot of people think a Butterball is the only way to get a moist turkey. I picked up a little 10.3 pound store brand turkey today for our Thanksgiving. They were on sale for .88 a pound. I used one of this same brand last year and was very pleased with it.