Game market sees 7% growth since BGA campaign launch

Game market sees 7% growth since BGA campaign launch

According to British Game Assurance (BGA), the British game market has grown 7% since the launch of its consumer facing campaign in 2018, which was established to promote BGA-assured meat.

Louisa Clutterbuck (right) is CEO of British Game Assurance and fronts the Eat Wild campaign.

The campaign aims to highlight the nutritional values and sustainability of game meat.

BGA has taken Eat Wild to a number of events throughout July and August, setting up its banner at different locations around the UK.

It was BGA’s first year focusing on introducing newcomers to game at The Game Fair, rather than signing people up for shoots as it has attempted in previous years. It saw a noticeable rise in popularity, selling over 300 gluten free wild meat pies and sampling out pheasant goujons and scotch eggs.

At the Cartmel Show in Cumbria, BGA and Eat Wild met with game dealers wanting to sign up to BGA and placed joint first in a game cooking competition, preparing pigeon breast dishes for the audience.

BGA attended the Garstang Show and hosted educational discussions for a crowd of 15,000 people, detailing the sustainability and importance of game meat to an urban demographic. It reported an “incredible” reaction and interest in game meat. More information about the events can be found here.

The July/August edition of Meat Management magazine featured an interview with CEO Louise Clutterbuck about Eat Wild’s plans to expand consumer knowledge of game and get it on the menu across the UK.

Sales of game are on the up in the UK.
BGA plans to promote the benefits of game meat to more people in the UK.

Getting more businesses involved is a top priority

In BGA’s August newsletter, it was announced that BGA and Eat Wild have collaborated with artisan food producer DukesHill to launch a Wild British Game Collection.

Producer and supplier DukesHill, established in 1985, boasts a range of traditionally prepared meats, from sausages and burgers to fillets and bacon. According to the levy body, the collaboration with BGA will expand its catalogue of products for sale while making game meat more accessible to consumers, with the full range of products available to purchase from 4th October 2023.

CEO of BGA and Eat Wild, Louise Clutterbuck said: “We are thrilled to have collaborated with DukesHill to create their new Wild British Game Collection, bringing game to the plates of more and more people.

“The Collection celebrates all that is great about game; its astonishing versatility, its healthiness, and its sustainability as a supremely free range, low-carbon-footprint meat. Better still, all the meat within the collection is BGA-assured, meaning it’s guaranteed to be high quality and sustainably sourced.”

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