Game set to fly

The recession won’t stop game from getting off to a flying start this season, according to promotional body Game-to-Eat.

Game-to-Eat spokesperson Alexia Robinson said that, if anything, the economic downturn will offer new opportunities for game meats, which are now a popular fixture on cookery programmes.

“As consumers turn to spending more time at home and home entertaining becomes attractive again, game is set to benefit,” she said. “Pheasant and venison are now seen regularly on television and game is often the choice meat of celebrity chefs.”

Game-to-Eat is planning a raft of marketing activities this autumn to ensure that game maintains the 8% plus year-on-year growth it has enjoyed since the launch of the campaign eight years ago.

This year’s activities will focus on boosting game sales in the foodservice sector, with a range of game workshops for chefs.

“Communication with chefs to encourage them to feature seasonal game on the menu will be key,” said Robinson. “Chefs have the capacity to influence an extremely wide audience and are also potential game consumers, so this year the workshops are more than doubling in number.”

Butchers will benefit from a new 2009 seasonal recipe booklet, featuring recipes from celebrity chef Mark Hix, an annual newsletter offering a platform for the exchange of ideas and a new listings service, which supports those selling game throughout the season.