Frances Westerman, Game Buyer at Waitrose says:

“Game is steadily moving from a niche to a mainstream choice, as it is championed by celebrity chefs in their restaurants and on television. Our customers are telling us that they are now regularly cooking game for their Sunday roast and our sales of mallard have risen by 53% this year. Game is a delicious way to enjoy seasonal, British meats – and can be used in everyday dishes such as a stir fry for a quick and easy mid-week supper. Shoppers are appreciating this versatility with pheasant sales up 151% year on year.”

James Renshaw, Game Buyer at Tesco says:

“As the British Wild game season has a very short window being one of our truly seasonal foods we took the opportunity to introduce pheasant to our shoppers with hot sampling with the Game-to-Eat campaign. The initial feedback is looking positive. We've seen a steady increase in interest in game and sampling can help capitalise on their interest.”

Gemma Fraser, Game Buyerat Sainsbury’s says:

“We are seeing a steady increase of interest in game by our shoppers and the Game-to-Eat sampling is a great way to encourage our shoppers to try pheasant and raise the profile of British game.”