Supply issues hamper market growth for venison processors

Christian Nissen, owner and md of Highland Game, said the firm wanted to create new products associated with venison, such as pies and stews, but also unusual ready meals such as east/west fusion dishes and sandwiches.

However, a lack of domestic venison producers, coupled with falling imports from New Zealand were keeping the price of the meat high, he said. Highland Game is already suffering a 500t to 1,000t annual venison shortfall.

A spokesman for Scottish Venison said it was hoping to start some pilot ranching schemes and was looking for sources of funding to replace government subsidies for venison production that existed in the 1970s and 80s, but have since been withdrawn.

Although deer can be found wild on the hills, one of the main costs of deer farming comes from the fencing required. But any solution from ranching was years off, he added.

Another solution may be to use more roe deer. But the different flavour may put off consumers used to red deer, said a Scottish Venison spokesman. The population, while numerous, is spread out, making maintaining constant supply hard, he added.

The rise in venison's popularity in the UK is down to major game dealers' success in getting it listed in retailers, together with consumers' perceptions changing: from seeing it as a pricey treat to a healthier red meat that is suitable for daily consumption, said Scottish Venison.

According to the latest data from Mintel, sales of venison rose from £32M in 2006 to £43M in 2009 an increase of over 34%.

The recent government report recommending a cut in consumption of red meat to reduce the risk of cancer could further help venison sales. Venison has lower calories, fat and cholesterol levels than other red meats. Cancer research has also reported that non-domesticated animals, such as venison, are better to eat than domesticated red meats, said Scottish Venison.

Despite rising Venison sales, supply has remained largely static and reliant on hunting, with an increase of only 5,000 farmed deer between 2006 and 2009, according to Mintel. Scottish Venison warned that the wild red deer population is also likely to decline as birth rates fall.