British and New Zealand deer farmers have launched a joint initiative to generate more consumer interest in venison.

The British Deer Farmers' Association and Deer Industry New Zealand are touring UK colleges for two weeks to encourage trainee chefs to include venison in more dishes. Engaging cooks of the future would help venison retain a high public profile, organisers said.

Although farmers are currently struggling to meet growing demand for venison, a number of initiatives are already underway to attract more farmers to rearing deer.