Nutritional profile of venison and consumer attitudes towards game meat

[Conor O'Gorman]

Two recent studies shed light on both the nutritional value of venison and the way consumers view game. The first study examined the nutritional profile of venison from three common deer species, while the second investigated consumer attitudes towards game meat to see where field and fork can better connect.

Science matters: do you know the value of wild venison?

Conversations around food sustainability are growing louder in many parts of the world, presenting an opportunity for wild British game.

basc.org.uk

 

[Klenchblaize]

Study undertaken in Croatia, so I'm guessing the identified negatives will only be magnified if a similar undertaking was conducted in the UK. Non more so than ethics:

"Barriers included limited availability, unfamiliarity with preparation, and concerns over food safety and ethics."

K

 

[Conor O'Gorman]

Study undertaken in Croatia, so I'm guessing the identified negatives will only be magnified if a similar undertaking was conducted in the UK. Non more so than ethics:

"Barriers included limited availability, unfamiliarity with preparation, and concerns over food safety and ethics."

K

Indeed. And the article concludes regarding that research that: "Although this study was conducted in Croatia, similar research in the UK could help identify whether consumers are open to game but under-informed. Similar work in the UK could show whether more people here would choose game if they understood its benefits and how to cook it".

With that in mind I was reading recently that sports and entertainment caterer Levy has announced it will expand wild venison offerings across its venues as part of what it describes as its “deep decarbonisation journey”. Levy operates catering services at major UK and Irish venues including Twickenham Stadium and the O2 Arena.

Leading caterer Levy rolls out wild venison

Levy, catering at venues including Twickenham and the O2, introduces wild venison as part of its sustainability drive

www.shootinguk.co.uk

 

[timbrayford]

In my experience public perceptions on wild meat, both venison & small game, range from the completely knowledgeable consumers, eager to have some , to those who don't want it, variously because of it being "posh people's food", lack of preparation skills and believing that you can only eat it once it has gone rotten. An unfortunate friend of mine actually got food poisoning from eating a well rotted pheasant at a dinner party and he's never touched game meat since.

 

[Apthorpe]

The reasons why people don't eat more /pay.more for game meat in the UK boil down to one simple fact. The overwhelming majority of people on this country are chav slobs. Hypotheses about food safety, lead shot, ethics, perceived poshness are all bu115hit or at best, just excuses. People want very cheap, super-processed, low grade food which requires minimal effort or skill to eat.
It's the same reason people don't buy enough veg, the same reason we have appalling productivity and excessive indebtedness.

 

[timbrayford]

The reasons why people don't eat more /pay.more for game meat in the UK boil down to one simple fact. The overwhelming majority of people on this country are chav slobs. Hypotheses about food safety, lead shot, ethics, perceived poshness are all bu115hit or at best, just excuses. People want very cheap, super-processed, low grade food which requires minimal effort or skill to eat.
It's the same reason people don't buy enough veg, the same reason we have appalling productivity and excessive indebtedness.

Majority maybe but a sizeable minority would probably consume more if it was widely available as a ready or near ready to eat option.

 

[Apthorpe]

Majority maybe but a sizeable minority would probably consume more if it was widely available as a ready or near ready to eat option.

I don't think so. Let's face it, it IS already widely available, you can order it on the internet within 2 mins. And whatever problem one thinks might afflict the game meat market, it's not going to be improved by having it used to make ready meals, burgers or sausages.
This topic is afflicted with wishful thinking, and illogical ideas about increasing value by downgrading the product.

 

[timbrayford]

I don't think so. Let's face it, it IS already widely available, you can order it on the internet within 2 mins. And whatever problem one thinks might afflict the game meat market, it's not going to be improved by having it used to make ready meals, burgers or sausages.
This topic is afflicted with wishful thinking, and illogical ideas about increasing value by downgrading the product.

We'll agree to differ

 

[tonyhall200]

My local butcher sells fallow loins at £30 plus per kg. £20 per kg plus for a haunch and £14 per kg for mince.
All the time venison is priced as a "luxury"or "high end" product expanding the market for it is not going to happen.


I get £2.40 per kg. Average about £72 per deer. Thats less than the wholesale price of Pork and Beef and perhaps Lamb.
Why is Venison priced so high?

 

[VSS]

In my experience, there is no lack of demand for "artisan" venison with provenance, although some people do need a bit of educating on how to cook it.
But you do need to put yourself in front of the customers and promote your product, which is fine if you're just a small-scale "Fred in a shed" type, with plenty of time and not too many deer.
The only way that demand is likely to increase at a more mainstream level is to get venison into catering.
Either way, the quality has to be good, and unfortunately a lot isn't.

Incidentally, I attended a Farmer's Market recently that was a new venue for me, so none of the customers knew me or expected venison to be available. By the time I'd got my stall set up there were people queuing to relieve me of my product and hand me their cash.
I had only butchered two 30kg (larder weight) prickets, and within 3 hours I'd sold the whole lot (just over £650), and now I'm getting emails from customers wanting venison again at next month's market.
I honestly wish I had access to the sort of numbers of deer that some of you chaps have, because selling it really isn’t difficult.

 

[Heym SR20]

If you look at the experience of game ranching in Southern Africa. 40 odd years ago there was very little game, and most farmers / ranchers were struggling with cattle, which really don’t do well alongside tetse flies and the heat. A few farmers let their ranches revert to wild bush with indigenous antelope of multiple different species reintroduced.

Everyone thought they were utter nutters. I visited a couple in Zimbabwe, they had pretty much been ostracised by the rest of the farming community.

Fast forward to the present day. Right across the whole of Southern and central Africa game ranches are doing very well, and game meat is widely eaten. Super markets, butchers all stock it. Out in the real remote hunting areas, hunting provides most of the income and meat for the local people.

Go back to the1940’s, 50’s and 60’s game, in particular buffalo and elephant were being shot out to clear land for Agriculture - mostly following British / Western farming methods.

I think most people will actually enjoy venison provided:

1) it’s nice and fresh and not allowed to hang long and get rank and gamey.

2) it’s priced so as to be affordable and nutritious. Not as a premium price that is out of reach for all but the wealthy. I think many in the retail trade are working on the basis of must extract maximum price out of the few who like it, rather than “make a reasonable margin but shift volume”.

 

[Sol]

I honestly wish I had access to the sort of numbers of deer that some of you chaps have, because selling it really isn’t difficult.

Have you ever thought about acquiring a permission outside of wales? I understand your business Is really at the core welsh venison, but would it make economical/time investment sense to do so? It seems like your customer base would make it worth while for weekend trips east somewhat sensible?

Same time though, I know you farm too Is time away just not overly logical?

 

[VSS]

.

I think most people will actually enjoy venison provided:

1) it’s nice and fresh and not allowed to hang long and get rank and gamey.

2) it’s priced so as to be affordable and nutritious. Not as a premium price that is out of reach for all but the wealthy. I think many in the retail trade are working on the basis of must extract maximum price out of the few who like it, rather than “make a reasonable margin but shift volume”.

Price is not one of the things that puts people off buying venison. It's quite low down the list of priorities:

Personality: You need to be a good communicator, able to talk to customers and be someone that shares their ethical values.

Provenance: There's got to be a good story behind your venison.

Product: There must be absolutely no compromising on eating quality.

Presentation: Properly butchered, not hacked about.

Packaging: Must look professional, with proper labelling.

Price: Never discount your product! If customers are happy with all of the points made above then they won't even ask the price, they'll just buy it!

 

[VSS]

Have you ever thought about acquiring a permission outside of wales? I understand your business Is really at the core welsh venison, but would it make economical/time investment sense to do so? It seems like your customer base would make it worth while for weekend trips east somewhat sensible?

Same time though, I know you farm too Is time away just not overly logical?

Yes.
I have land outside Wales where I can stalk.
Logistically it can be tricky though, due to having to be away from home, so I can't really rely on it if I need carcasses in a hurry.

 

[Apthorpe]

I

My local butcher sells fallow loins at £30 plus per kg. £20 per kg plus for a haunch and £14 per kg for mince.
All the time venison is priced as a "luxury"or "high end" product expanding the market for it is not going to happen.

Why not? Markets for other "luxury""products grow strongly.
You can't have venison as a mass market product because it can't be produced as one without farming 10 million of them. It's a wild goose chase.

I get £2.40 per kg. Average about £72 per deer. Thats less than the wholesale price of Pork and Beef and perhaps Lamb.

How much did you spend on rearing it?

Why is Venison priced so high?

I don't think it is. What's your butcher selling the same cuts of beef and lamb for? Is his fillet steak under £30/kg

 

[Apthorpe]

If you look at the experience of game ranching in Southern Africa. 40 odd years ago there was very little game, and most farmers / ranchers were struggling with cattle, which really don’t do well alongside tetse flies and the heat. A few farmers let their ranches revert to wild bush with indigenous antelope of multiple different species reintroduced.

Everyone thought they were utter nutters. I visited a couple in Zimbabwe, they had pretty much been ostracised by the rest of the farming community.

Fast forward to the present day. Right across the whole of Southern and central Africa game ranches are doing very well, and game meat is widely eaten. Super markets, butchers all stock it. Out in the real remote hunting areas, hunting provides most of the income and meat for the local people.

That may be, but the fact is that most meat consumed (outside one's bubble) is farmed there as elsewhere.

Go back to the1940’s, 50’s and 60’s game, in particular buffalo and elephant were being shot out to clear land for Agriculture - mostly following British / Western farming methods.

I think most people will actually enjoy venison provided:

1) it’s nice and fresh and not allowed to hang long and get rank and gamey.

2) it’s priced so as to be affordable and nutritious. Not as a premium price that is out of reach for all but the wealthy. I think many in the retail trade are working on the basis of must extract maximum price out of the few who like it, rather than “make a reasonable margin but shift volume”.

What volume? The UK consumes 2.5 to 3 million tonnes of meat and venison couldn't possibly amount to more than a drop in the ocean.

 

[Chris Richardson]

To be honest the two biggest things I’ve found are
1, people don’t like things being shot ( while being perfectly ok with factory farming )

2, the biggest question I get asked is how do you cook it ( ffs it’s a steak )

 

[VSS]

To be honest the two biggest things I’ve found are
1, people don’t like things being shot ( while being perfectly ok with factory farming )

I have found exactly the opposite: People are much happier with something having been shot by myself rather than herded into a trailer and carted off to an abattoir. That is one of my biggest USPs.

2, the biggest question I get asked is how do you cook it ( ffs it’s a steak )

I get asked that a lot too, which is good. The last thing I want people to do is take it home and treat it like beef because they don't know any better. Conversations about cooking often result in a customer buying a wider range of venison products than they had originally intended, because they've been inspired to try different things.

 

[timbrayford]

My local butcher sells fallow loins at £30 plus per kg. £20 per kg plus for a haunch and £14 per kg for mince.
All the time venison is priced as a "luxury"or "high end" product expanding the market for it is not going to happen.


I get £2.40 per kg. Average about £72 per deer. Thats less than the wholesale price of Pork and Beef and perhaps Lamb.
Why is Venison priced so high?

Perception as a premium meat I'd guess?

 

[cjm1066]

Purchase price of carcases
Running cost of premises
Butchering costs
Waste disposal costs
Etc etc

How do these compare for vension and farmed meat, I would be interested in a comparison.

100 years ago animals were slaughtered on the premises at butchers shops, they sold everything including the offal. Today they buy a carcases or part of a carcases that just needs cutting with very little waste. A heart shot skin on deer carcases isn't likely to appeal to many butchers.