Sir: The news that sales of venison in the UK have reportedly risen by 400% (12 July, p52) shows there may be further scope for growth in the fresh meat and premium ready meal categories. However, while UK consumers have spent more in the last year on beef (up 2%), pork (4%) and lamb (6%), only volume sales of lamb actually increased. This suggests a continuing love for meat but a desire to explore new options. This development could present new opportunities for suppliers of premium ready meals if consumer interest in venison extends beyond fresh meat counter. Sales of premium ready meals have grown by between 7% and 8% in 2013, taking ready meal sales in major supermarkets above the £2.3bn mark. 

John Nevens, co-founder, Bridgethorne