“British Wild” is a new brand of fully traceable wild venison that launches this month. Public demand for venison is at an all-time high with recent data released from data from market analysts Kantar Worldpanel showing that venison sales have rocketed by 413 per cent year on year – from £1.2million in 2013 to £6.4million last month. Venison’s natural qualities as one of the healthiest meats available; lean, low in fat and cholesterol, high in protein and a rich source of Omega 3 have led to a game renaissance.
Nigel Sampson, Director of Holme Farmed Venison and Chairman of the British Deer Farms and Parks Association says, “Over the last 10 years venison has ceased to be the preserve of the “country” set and has very much found favour with a wider audience. Wild venison has a more intense gamey flavour and with careful selection and good butchery, we can assure quality and tenderness.”
“British Wild,” is exactly as the name implies, seasonal, British wild venison.
“There has long been an outcry in the industry that we’re not making the most of native wild deer in Britain. British Wild is something we have been planning for a few years, and it has taken us time to put together a trusted network of good suppliers from the game trade to the trained hunter, to offer guarantees about quality in process with every step. We’re now able to offer a sustainably sourced and seasonal quality wild venison.”
“British Wild” will be sourced from all species of deer during their legal seasons, and will not be available outside these dates. There will be no supplementing with imported or foreign product; the brand will only run seasonally.
“British Wild” will offer the customer the unique opportunity to know what they are eating from the simple burger to the magnificent loin. Each pack will carry a species code, which will follow the deer from the wild through the game chain to our factory, where we can then put on the pack what type of deer the meat is cut from. This will allow the chef and consumer to taste a range of venison from a variety of breeds.
“Since we started talking about “British Wild”, we have had a lot of interest, both from the game and shooting community, as well as the retail and catering sectors. Creating a sustainable market for wild venison is something all parties want to support and promote.”
“We see this all as a “win win” situation, as “British Wild” will supplement our farmed season, thereby making more farmed venison available when wild is out of season, therefore reducing the imports to the UK of imported product at the same time managing a natural resource. It’s great to be working with new partners in this initiative and we hope it will be a great success.”