Venison opportunity for UK farmers

Although it is currently eaten by just 8 per cent of the population, a survey from agricultural consultants ADAS, found 91 per cent of the consumers would purchase venison in the future.

The findings come after a 3-year LINK research project sponsored by Defra and the Scottish Government and led by ADAS and the University of Bristol.

Venison is traditionally considered a luxury by many consumers and difficult to acquire, but after a taste test and learning that the meat contains less fat than traditional red meats such as beef and lamb, the majority of consumers said they would buy the product in the future.

Mervyn Davies from ADAS said: “Consumers want low fat food, they want a taste experience and increasingly they are looking at food miles.

“British venison provides on all fronts and consumers are increasingly likely to pay a little extra to achieve that.”

However, despite favourable market conditions and consumer preference for locally sourced produce, supermarkets still source around half of their venison from abroad with New Zealand, the world’s largest producer, supplying the majority.

Deer farmer Dick Elmhirst said it was ‘crazy’ there wasn’t more home-grown venison given that it offered better returns than sheep and cattle and had great ‘market potential’.

Mr Elmhirst, who has 1,811 red deer on his farm, said: “I don’t know why there are not more English farmers in the business. If I look at the figures dispassionately it is obvious only the very best beef and sheep farmers can beat deer farmers.”

Mr Elmhirst added deer were easy to farm.

“Deer farming is not labour intensive. The animals are grass fed and they don’t require expensive concentrate feed.”

The cost of deer-proof fencing is often highlighted as the main barrier to entry into the business but Mr Elmhirst said the investment would be ‘easily written off’ over time.

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