Sales of game meat rose 15.2% last year to £38m [Mintel] and will almost certainly rise again this year thanks to greater support from major retailers, according to sector bosses.
Organisers of the Game-to-Eat campaign are gearing up to begin their promotional activity as the British wild game season kicks in.
Spokeswoman Alexia Robinson said: “The game industry starts this season in its strongest position.
“There has never been a better time to promote game, which has many plus factors
such as convenience, health, provenance, variety and flavour.
“Last year Waitrose stocked its first game ready meal option.
“In addition, Budgens is increasing its game listings to include pheasant, proving that game is increasingly regarded as a staple addition to the meat offering in multiples and medium-sized retailers.”