Game meat at the forefront for Welsh consumers

Pheasant, venison and duck are among the meats that will enter centre stage for Wales’ consumers as part of a new project. 

The initiative, managed by communications agency Four Cymru, alongside lead partner the British Association for Shooting and Conservation (BASC), will seek to showcase all aspects of Wales’ game supply chain by joining forces with members of the industry.

The project is designed to support greater coordination and knowledge-sharing from primary producers all the way to larger commercial businesses, to small local shops and beyond.

“As we develop a wide-angle view of the size, scale and value of existing and potential local markets, we will aim to draw together as many people as possible to understand the challenges and opportunities and uncover ways in which together we can develop a sustainable and thriving Welsh game meat supply chain,” said Tim Russell, director of conservation for BASC.

“To help us reach and involve as many people as possible, we are bringing together a group from across the shooting community with wider countryside organisations, land-based and environmental bodies, rural skills development agencies, agricultural unions, land owners and managers and, of course, the primary producers and suppliers. Drawing together private and public sector, this is an exciting opportunity to develop this industry and add value to the rural economy in Wales.”

The potential for increasing the value of game meat to the Welsh economy will be evaluated, with further opportunities developed for people to enjoy the meat.

“We have extensive experience of managing this kind of project, having designed and delivered the award winning Fork2Fork campaign, a recent long-term campaign to build capacity among primary food producers in Wales and then promote direct sales to consumers,” commented Meilyr Ceredig, managing director of Four Cymru.

“This project is a great opportunity for us to make good use of our core bilingual services in communication and marketing to help information-sharing among producers, suppliers and stakeholders and promote the benefits of Welsh game meat more widely so that Welsh businesses and consumers benefit from a healthy and tasty, local food source.”

The project received funding through the Welsh Government Rural Communities – Rural Development Programme 2014-2020, which is funded by the European Agricultural Fund for Rural Development and the Welsh Government.

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