A major campaign focusing on game meat has been launched by the British Game Alliance (BGA) – the official marketing board for game.
Eat Wild is a campaign aiming to encourage the British public to think differently about game meat.
The campaign is due to appear in stores, advertising, and online, aiming to drive demand and get people talking – starting with an invite-only launch event hosted by the campaign ambassador, celebrity chef Nigel Haworth.
The activity aims to create opportunities for more game meat to be stocked in supermarkets and farm shops across the UK, and to proactively market the health and environmental benefits of game to consumers.
Tom Adams, managing director of BGA and chef Nigel Haworth hosted the launch event.
Commenting on the campaign, Adams said: “Not only is game a healthy choice, assured BGA game means that produce is reared to high welfare standards and is sustainable.
“Eat Wild highlights the flavour, versatility and health benefits to UK consumers and encourages them to think differently about game.”
A line of celebrity chefs also pledged their support for Eat Wild, with chefs such as Brian Turner and Shaun Rankin wanting to raise awareness of assured wild game.
The chefs were also joined by Rick Stein and campaign ambassador chef Haworth to sample a range of dishes made using pheasant, partridge, grouse and duck, to show how versatile game is.
Haworth said: “I’m delighted that some well-known chefs have shown their support for the campaign as it’s really going to help get the positive messages about game out there.
“By promoting assured game and all the great things it offers, an increasing number of people will start cooking with it. To help, we’ve developed a range of exciting recipes that the public can enjoy, not only as they taste great, but because they use a meat that is produced in a sustainable way.”
To find out more about the campaign visit https://www.britishgamealliance.co.uk/eat-wild-with-the-british-game-alliance/.
This story was originally published on a previous version of the Meat Management website and so there may be some missing images and formatting issues.
