Venison sales could be boosted by new research showing the meat contains up to 75% less fat than beef and lamb. Fatty acids comprised only 1.2% of the fresh loin muscle weight in venison, a third of the level in a beef sirloin steak and a quarter of the level in a lamb chop, the Adas study found. Venison also provided a rich source of omega-3, with a polyunsaturated to saturated fatty acid ratio well above the recommended healthy value for human diets. The study also found 87% of consumers trying venison would be willing to eat it again on taste grounds.