Yorkshire Game says its meat 'no longer seen as posh'

- Published: 31 March, 2010

A game industry representative has claimed that class perceptions over game meat are falling thanks to television exposure of the specialist food product.

Speaking at the Yorkshire Game stand at the Food & Drink Expo, company sales director Benjamin Weatherall told MTJ that interest for game has grown particularly fast in the last decade which is due to a greater deal more of television exposure.

Weatherall said: “Yorkshire Game sales have risen from 700,000 ten years ago to just under 5m today. The main reason for that I think is the rise in popularity of food and cooking programmes on the telly and the celebrity chefs looking for seasonal, regional, traceable product which game fits all those in spades.

"So therefore the chefs put it on their programmes and over the last ten years, a lot of the British public who have previously thought that game was a posh food, have discovered that it’s actually very tasty and very good for you.”

Based in Richmond, Yorkshire Game primarily specialises in wild game and venison where woodpigeon and rabbit are available all year round.

Weatherall added the company supply a large majority of the top London restaurants and also sell produce across its home county to farm shops, retail and catering butchers, and foodservice industries including the ready-meal market.

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