Processors can build on venison popularity

Manufacturers could benefit from changing consumer perceptions on venison, as the meat is seen to be a healthy, premium alternative to beef and lamb, according to a three year research project.

In 2006 as many as 45% of people surveyed said that they would not try venison, which dropped to 36% at the end of 2008, according to the research. The study was led by ADAS - an independent, science-based environmental and rural consultancy. It was sponsored by the Department for Environment, Food and Rural Affairs and the Scottish Government through the Sustainable Livestock Protection LINK Programme.
Over half of respondents (55%) ate venison at home, up from 46% in 2006, and 44% had eaten venison in a restaurant, up from 38% in 2006. Respondents considered venison quality to be ‘better’ or ‘the best’ compared with other meats such as chicken or beef, with 60% saying that they bought the meat because of its perceived higher quality.
The results of the survey were announced at a seminar on Friday. “We believe that venison will continue to become more popular with the British public. More TV chefs are endorsing the meat, there is a healthy eating message and people are becoming more adventurous,” said Mervyn Davies of ADAS UK.
Duncan Sinclair of Waitrose added: “We are finding that consumers are becoming interested in niche meats such as venison, veal and rabbit. This is partly the result of a renaissance in home cooking - and there is a growing opportunity for products such as venison sausages and even vension ready-meals.”

The research study also looked into the various effects of packaging on the product, the effects of diet on shelf life and the impact of temperament and muscle pH on the eating quality.
“We now have reason to believe that the tenderness of the meat is linked more to genetics rather than stress levels before slaughter,” said Richard Elmhirst, deer farmer and abattoir owner. “So the next proposed study that we want to undertake will measure the effects of genetics on tenderness.
“This is a complex process, as we need a uniform cooking process. We are currently looking for an equipment supplier to provide a piece of machinery that will cook meat exactly the same, then measure the amount of resistance on a knife when cutting down on the meat - otherwise known as a shear test. We have full traceability of all the venison, so the study could produce some ground-breaking results for the industry.”