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British Game Starts the season in a Healthy Position

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The new game season is off to a healthy start with exciting news that game is good for you. Research commissioned by Game-to-Eat shows game birds are a good source of Selenium, an essential trace element that plays an important role in boosting the immune system.

Laboratory analysis results carried by the independent food research organisation Leatherhead Food International has revealed that partridge contained 0.43 mg selenium per kg and pheasant 0.37 mg/kg. This was compared with just 0.08 mg for lamb, 0.04 for beef and 0.1 for chicken*, clearly showing that an average portion of game bird meat is an excellent way to boost selenium consumption compared with other meats.

Alexia Robinson of Game-to-Eat said: “This is excellent news for the British game industry. It means the health message for game is even stronger this year and when added to game being low in fat and cholesterol and a good source of protein British wild game presents a wonderful sales opportunity for retailers.”

Robinson added: “The game meat market, now worth £38m, has grown 15.2% year on year in the last five years, and is the only meat market showing double digit growth. Positive messages such as health coupled with innovation and the development of the oven ready meals market is fuelling the growth of British wild game. ”

Despite its premium credentials, British game is readily affordable in the average weekly shop and campaigns like Game-to-Eat are encouraging consumers to enjoy it as an everyday food.

‘Although availability and sales in retailers and through estates and farmers markets is growing steadily, the industry can not afford to be complacent,” says Alexia Robinson. “We have exciting plans and activity in place this year in which health will play a big part. Game-to-Eat is leading the way in the pub sector with workshops being held at Westminster Kingsway and Newcastle Catering Colleges. Pubs are a natural environment for game and can provide an ideal introduction to the versatility of game meat. Local sourcing, naming of the estate and full traceability are all good promotional tools for switched on chefs.”

The new initiatives will continue to be supported by an active consumer programme and promotions with personality chefs, a recipe booklet packed with mouth-watering recipes, the 7th Game-to-Eat newsletter with separate editions for butchers and pubs and A3 posters be available nationwide for butchers and farmers markets. The game website www.gametoeat.co.uk will be kept updated with information, recipes and the new initiatives as they happen.

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For further information call Jane Saward/Hilary Leathes at Field McNally Leathes on 01273 834716 or email: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it Jane Saward