TV chefs boost game sales

The fortunes of British game have been boosted by the publicity given to it by celebrity chefs, according to Yorkshire Game.

Based in Richmond, North Yorkshire, the company has experienced success in recent years and, speaking from the company’s stall at the IFE food and drink show in London, sales manager Pablo Masucci told MTJ that this was partly due to exposure of game from TV chefs.

He said: “Jamie Oliver was on television recently using pigeon; the week after we had our best sales of pigeon. Ramsay is also a big fan of game and we see a big difference when chefs have been using game on TV. People are a bit scared of cooking it sometimes, but the chefs show them that it’s easy.”

Masucci said it had also been an excellent season due to good conditions, and demand had been increasing from sports-people, since the meat was very lean.

Yorkshire Game supplies wholesalers, retailers, restaurants and butchers, mainly in the London area. It has secured business with Sainsbury’s, Marks & Spencer and Lidl, and is working to get its products on shelves in Aldi. It described itself as the country’s biggest game dealer.

The company also explained that due to recent growth it is expanding its factory in Richmond, from where it will be able to double its production.

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