The Game-to-Eat campaign has put a record £250,000 into promoting this year’s game season, which it plans to do with help from retailers for the first time.

During the campaign, consumers will be able to taste pheasant in selected supermarkets, learn about the health benefits of eating game and get tips on how to cook it.

“Most retailers are expanding their range of wild game in the chiller with mallard, pheasant, partridge and venison all being available this season”, said a Game-to-Eat spokeswoman.