Eat Wild, the development board for wild meat in the UK, announces today that data from Kantar shows spending in the wild meat category, which includes venison, pheasant, pigeon, partridge, rabbit, and hare, increased by an overwhelming 15.2% over the 52 weeks to April 2024 compared to the previous year.
As more and more people concentrate on the provenance of their food and make the switch from consuming traditional farmed meats to wild meat in the knowledge that it is not only healthier, but also has a lower carbon footprint and is integral to the environmental management of our countryside, Eat Wild announces an evidential sharp rise in annual financial retail game sales which this year include venison as well as feathered game.
Since 2018, Eat Wild has championed the high welfare, nutritional benefits and the sustainability of wild meat. Hundreds of new stockists of wild meat have been established, leading establishments such as schools and stadiums have put wild meat on the menu, and as shown by these new statistics, wild meat retail sales have grown year on year.
Since its inception, Eat Wild has modernised how the public view game with their ‘foodie’, consumer-friendly tone that appeals to millennials, urbanites and other demographics who are less likely to have tried wild meat in the past. Importantly, Eat Wild offers people an easy education into the world of cooking with it via enticing recipes and engaging cooking tips and content on their website and social media.
Louisa Clutterbuck, CEO of Eat Wild says
“Our mission is to lead the charge in encouraging the public to eat more consciously, healthily, and sustainably. 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 in a way that it’s never been seen before. 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. Keep following us and watch this space.”
To support this game sales trajectory and ensure a thriving game shooting industry, you can register and donate to Eat Wild’s fundraising initiative, Back British Game here. With the help of the initiative, Eat Wild will continue to spread awareness of the benefits of British game and create new markets through those that enjoy it today.
