Tesco has announced the release of a range of premium own-label Scottish wild venison products across its UK stores.
The Tesco Finest Scottish wild venison range will launch in stores across the UK, with venison fillet, Roe venison leg and haunch steaks available to customers.
The range will be supplied by Highland Game and will be sold in 100 UK stores. Tesco said it would help grow customer interest in “healthy, premium-quality products”, and said the expanded range will create 12 new jobs at Highland Game.
Tesco highlighted that wild venison is naturally high in protein and typically low in fat, calling it a “nutritious choice” for consumers looking to incorporate more protein into their diet.
Richard Wood, category director at Tesco, commented: “As the largest customer of Scottish agriculture, we’re proud to play an important role in supporting the farmers, growers, producers and suppliers who work tirelessly to produce some of the finest produce in the world.
“With the launch of this new range, customers across the UK will be able to enjoy great quality wild Scottish venison at home, whether that’s tucking into a venison steak on date night, or wowing guests for Sunday lunch. We see significant long-term potential for the category and look forward to growing it in partnership with Highland Game.”
“As more customers seek naturally nutritious, minimally processed and high-quality food, premium wild venison is well placed to meet those changing preferences.”
Euan Ross, Highland Game
Euan Ross, retail sales director at Highland Game, stated: “We are proud to launch the Tesco Finest wild venison range, bringing this exceptional Scottish product to more customers across the UK. Achieving Tesco Approved status as the first wild venison processor reflects our commitment to quality and partnership.
“As more customers seek naturally nutritious, minimally processed and high-quality food, premium wild venison is well placed to meet those changing preferences through its outstanding provenance, flavour and nutritional credentials.”
Eat Wild welcomes move
Speaking on the news, Dylan Williams, founder of game body Eat Wild said: “We’re delighted to see Tesco embracing venison and making it available to more of its customers. This is an exciting step forward for venison in the UK and one that has the potential to benefit consumers, producers and rural communities alike.
“Venison is a naturally lean, nutritious and incredibly versatile meat, and we believe consumers are increasingly interested in understanding where their food comes from and choosing products that are closely connected to the British countryside.
“The expansion of the venison market can also play an important role in supporting the people and businesses involved in responsible deer management, processing and the wider rural economy.
“We congratulate Tesco on taking this step and look forward to seeing more people discover just how delicious and versatile venison can be and in due course we hope they will consider other exciting wild meat opportunities for their customers.”
Leon Challis Davies, culinary director of Eat Wild added: “This is about giving people more choice while creating greater awareness of the connection between the food on our plates and the countryside around us.
“We hope Tesco’s move will encourage customers to give venison a try and discover the quality of a genuinely wild British meat. We’re excited about what this could mean for the future of venison and for the rural communities that depend on a healthy and vibrant market.”
