Game meat is now the focus of an innovative project which will see it being brought to the forefront for consumers in Wales.
Game meat, such as pheasant, venison and duck, has become more widely available and consumed over recent years.
The new venture, managed by Four Cymru and the British Association for Shooting and Conservation (BASC), will seek out all aspects of the Welsh game meat supply chain by joining forces with people from across the industry and beyond.
The project will support greater coordination and sharing of knowledge from the primary producers, ranging from small local shoots to larger commercial businesses, to a variety of suppliers such as local butchers to businesses buying game meat for processing and selling on to shops, restaurants and other hospitality providers.
The potential for increasing the value of this food source to the Welsh economy will be examined and further opportunities created for more people in Wales to enjoy game meat.
'Sustainable and thriving Welsh game meat'
This project has 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.
Tim Russell, Director of Conservation for BASC, said: “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.
“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."