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Game-to-Eat in Pole Position

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British wild game starts the new season at a cracking pace and in pole position. The increased sophistication of the game industry and the widely-established Game-to-eat campaign sees the game market the healthiest it has been for some time with a staggering increase of 15.2% in value - the biggest annual increase of any other meat, according to market research specialist Mintel (Game and Exotic Meat, October 2004).

The game market is now worth an estimated £38 million. Although it is small in relation to other meats, it is the only sector showing double figure growth. And availability is growing with butchers, the traditional port of call, increasing the variety and cuts of game meat stocked and multiples are also stocking game meat more readily at the start of the season.

Alexia Robinson, spokesperson for Game-to-eat says: “The game industry starts this season in its strongest position. There has never been a better time to promote game. Whether it’s convenience, health, provenance, variety or just wanting meat with flavour, game ticks all the right boxes. Last year saw the first game ready meal options in Waitrose . In addition Budgens is increasing its game listing to include pheasant proving that game is increasingly regarded as a staple addition to the meat offering in multiples and medium-sized retailers.”

The sixth newsletter for meat buyers rolls out this autumn including news, views and comments from butchers, game dealers and processors with a second newsletter in November giving updates on the season.

A stylish 8 page recipe booklet will continue to position game as convenient with very easy to cook recipes. Traditional favourites recipes are given a twist with wild Venison Steak and Chips and Pheasant Curry. The booklet and new A3 posters using images of the recipes are available for butchers, retailers and consumers.

New activity includes a campaign targeting national radio stations to raise the awareness of game. Wild venison bangers and mash is being delivered to the studios of top names in radio – including Terry Wogan, Ken Bruce and Chris Moyles – while they are air. An on going consumer press campaign continues to keep game in the consumer arena and the interest has never been higher.”

“ We also have a first this season with game appearing as a meal option on train restaurant cars, “ says Robinson.” Venison will be cooked from scratch and served with a variety of sauces and and for the first time we have a dvd tailored specially to pubs covering all aspects of buying, cooking and serving game. Plus a new Game-to-eat newsletter particularly for this sector.”

“Exposure to game meals in pubs and restaurants provide the ideal eating-out experience and is leading to consumers seeking it out for home consumption. This in turn provides retailers with the opportunity to benefit by offering consumers premium products.

The Game-to-eat website continues to be a core element of the marketing programme and starts the game season with a new look. www.game-to-eat.co.uk is more consumer friendly and easy to access and navigate around the different sections. All major players including butchers, game dealers and processors can appear at no cost on the website.

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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