Sainsbury’s shows support for game meat industry

On the eve of BASC?s National Taste of Game Week (15 to 22 November), one of the UK?s major supermarkets, Sainsbury?s, has teamed up with the association to support the game industry.

The supermarket has announced the launch of a new food range including game casserole, wild venison, wild rabbit, whole partridge and woodpigeon, which will carry BASC?s Game?s On logo.

Gemma Fraser, Sainsbury?s game buyer, explained that the move reflected the rising popularity of game: ?We are enjoying a successful game period and are in doubledigit growth year-on-year. It is clear customers are gaining a greater appreciation for game and that is reflected in our ever-growing portfolio. We have extended our range to more than 300 stores.?