Eat Wild puts British game on the menu at 202 Fuller’s pubs

British wild game is going on the menu at 202 Fuller’s pubs and hotels after Eat Wild secured a partnership with Fuller, Smith & Turner, the biggest route to market the game sector’s promotional body has yet opened. The deal is the product of 18 months’ work between Eat Wild and Fuller’s central development culinary team.

What will diners find on the menu?

The menus are built to show the range of wild feather and fur game rather than a single token dish. They include a pork and pheasant sausage roll, venison pâté en croûte, whole quail, slow-cooked venison shank and pheasant breast with seasonal accompaniments.

For the sector the significance goes beyond the dishes. Eat Wild says the partnership creates new routes to market, challenges the perception of game as a niche product and demonstrates its commercial potential inside an established hospitality business of national scale, building sustainable consumer demand across the British game supply chain.

Eat Wild, backed by the sector’s main representative bodies, exists to grow the market for wild game, raise consumer awareness and secure a stronger commercial future for the supply chain, and it describes the Fuller’s agreement as the clearest demonstration yet of what focused industry collaboration can deliver.

Why does the deal matter to shoots?

Demand is the game chain’s oldest problem: every bird shot needs a market, and mainstream hospitality has been the hardest door to open at scale. A standing order from 202 sites gives dealers and processors volume they can plan around, and gives shoots a consumer-facing answer to the question of where the bag goes. It also puts game in front of diners who would never pick it off a farmers’ market stall, the new audience the sector has chased for years.

Leon Challis Davies, board director of Eat Wild, said: “Bringing British wild game to 202 Fuller’s sites is a significant achievement for Eat Wild and a landmark moment for our sector. Our ambition is to make British wild game more accessible, build consumer confidence and create meaningful new opportunities for the industry.”

“Working with a major hospitality partner like Fuller’s demonstrates the scale of impact that can be achieved when we bring the right people together behind British wild produce,” he added.

What happens next

The launch lands in the middle of Great British Game Week, which runs to Sunday, 9 November, and Eat Wild says it will use the partnership to introduce game to new audiences and establish it as a regular choice for diners. Game dishes are available at participating Fuller’s sites now, through the season.