A Scottish producer is using the internet in a bid to get consumption of venison out of the restaurant and into the kitchen.
Highland Game has launched an online ordering service which sees game meat from Scotland’s hills delivered direct to consumers’ doors.
The company said it hoped the move would help increase demand for wild venison and other game and was aiming to gain 10,000 orders annually over the next three to five years.
The website launch is being
supported by a marketing campaign by Scottish Food and Drink, which will include targeting lifestyle press and appearances at consumer exhibitions. Highland Game managing director Christian Nissen said: “We know we’re aiming at what is now quite a narrow niche market.
“But we believe there is great scope for the market to develop and grow if people are able to purchase venison more easily. We want to get the message across that venison does not have to be a dish served only in a restaurant.
“It’s available all the time and is a real alternative to more familiar weekday dishes. Everyone who tries venison loves it - the only problem is people don’t know where to buy it or how to cook it.”
To address this issue, the company will be delivering a frequently updated recipe book by top Scottish chef Andrew Fairlie, with every online order.
The meat is sold in packaged boxes which contain specially selected prime cuts of venison or game and start from £29.
The venison is vacuum packed and will keep for 10 days after delivery or can be frozen for up to two years, the company claimed.
The range will be available all year round, though Nissen said Highland Game would be introducing occasional seasonal variations.
Ed Bedington