If you're looking for food trends for 2008, venison should be near the top of the list says supermarket buyers—right behind omega 3, which of course venison is packed with naturally.
"Venison is the fastest growing meat product on retail display," explains ASDA buyer Jim Viggars. "It's something that consumers are looking to buy on a weekly basis for good reason. It's healthy, easy and quick to cook and gaining popularity with the rise of the celebrity chef culture."
Farming entrepreneur Nigel Sampson of the North Yorkshire based Holme Farmed Venison has seen sales of their produce rise by 30% across the board this year, with sales doubling in some multiples to 60% in like for like sales over Christmas.
"In a tough economic climate, our sales have remained brisk and were up significantly across the board. Venison is increasingly becoming a mainstream taste, attracting younger buyers who are looking for a healthy alternative to beef. We doubled our sales in ASDA over Christmas, which is proof that venison is finding a mainstream market."
In an uncertain time for meat producers facing a 75% increase in feed costs Sampson feels he's been dealt a good deal with the supermarkets.
"Across the board, the multiples have been very supportive about the increased feed costs. They are paying 10% more for raw material, which is helping us claw back a better return for our farmers. That boost and the cut in procurement charges of Venico at Round Green Farm which is helping us meet demand while maintaining an attractive price point for consumers. The benefits are being passed back directly to the farmer, who is seeing price increases of 30 – 40per kg, which is equivalent to £15 - £20 a head. "
Sampson continues, "Venison is low in fat and very high in Omega 3 oils—and these are key to the surge in appeal. There's been a great deal of publicity surrounding the cattle industry working to put more Omega 3 in beef, but it occurs naturally in venison. If you are going to eat red meat, the healthiest option by far is venison."
Sampson is on a continued drive to encourage more grassland farmers to convert to farming deer.
"The trend for venison shows no sign of decreasing. We struggle to keep up with consumer demand and we've been seeing significant year on year growth for five years running. Deer farming can be very profitable and rewarding. For many farmers, it can represent a bright future" concludes Sampson.
