Tesco puts wild Scottish venison on shelves in 100 stores

Tesco has launched a Finest range of wild Scottish venison in 100 of its stores across the UK, supplied by the Dundee processor Highland Game. The deal, announced on 2 October, creates 12 new jobs at the supplier and gives wild venison its largest mainstream retail outlet to date.

What is in the range?

The launch range comprises Finest red venison fillet at £18/kg, roe venison legs of 1.3kg to 2.2kg at £23.40 to £41.40, and 250g packs of red venison haunch steaks at £7.75. A venison loin and bacon special will follow for Christmas at £50, or £45 with a Clubcard.

Highland Game is the first wild venison processor to achieve Tesco Approved supplier status. The firm works with more than 300 Scottish estates as well as Forestry and Land Scotland, and processes more than 75,000 wild deer a year.

Why does the deal matter to deer managers?

A reliable retail market underpins the price paid for cull carcasses at a time when deer managers across Scotland are being pressed to take more animals, with the new deer management provisions of the Natural Environment (Scotland) Act beginning to commence this month. A supermarket-scale outlet for wild venison helps turn a rising national cull into food rather than waste.

Richard Wood, category director at Tesco, said: “With the launch of this new range, customers across the UK will be able to enjoy great quality wild Scottish venison at home. We see significant long-term potential for the category and look forward to growing it in partnership with Highland Game.”

Euan Ross, retail sales director at Highland Game, said: “As more customers seek naturally nutritious, minimally processed and high-quality food, premium wild venison is well placed to meet those changing preferences through its outstanding provenance, flavour and nutritional credentials.”

What happens next?

The range is on sale now in 100 stores, with the Christmas loin and bacon line to follow. Tesco says it sees long-term potential in the category and intends to grow it with Highland Game, which would mean demand for more carcasses from Scottish estates and stalkers.