The message gets through as game sales rise by 15%

Game sales rose by an impressive 15.2% in the year up to April 2024, says Eat Wild. The data, gathered by Kantar, showed that sales of venison, pheasant, pigeon, partridge, rabbit and hare have increased by 15.2% in the year to April 2024. 

Since 2018 Eat Wild, the development board for wild meat in the UK, has championed the high welfare, nutritional benefits and sustainability of game meat — as well as its great flavour. The organisation has also aimed to modernise how the public view game. This year’s statistics, which include venison alongside feathered game, shows an evidential rise in annual retail game sales. 

Hundreds of new stockists have been established in the past 12 months and new sites, such as schools and football stadiums, have added wild meat to their menus. Louisa Clutterbuck, CEO of Eat Wild, commented: “It is clear to see that food provenance and quality is trending and we aim to continue to promote the consumption of wild meat to as many new people as possible. 

“We have secured huge new markets for game in recent months and we will continue to approach supermarkets such as Tesco and Asda to get wild meat on the shelves and expand their offering,” Ms Clutterbuck added.