Ambassador Scheme

Meet the British Game Alliance Ambassadors

Over the course of the season, we have aligned ourselves with a series of ambassadors to help spread the word about the work the BGA is doing. As a respected member of the shooting community and Ex-Chairman of the GWCT, Ian Coghill is keen to encourage the shooting community to embrace self-regulation, now also acting as a BGA official Ambassador. Alongside Ian, we also have working with us, D’Arcy Wyvill of Constable Burton Estate, David Johnstone (CEO, Scottish Land and Estates), Euan Webster, Edd Morrison of Dalesport Sporting Agency, Simon Evans (Marsdens Feeds), George Stephenson (Chairman of Roxtons) and Tom Payne, Game shooting Instructor, Pigeon Shooter and Writer for the Shooting Times.


Among our Ambassadors is Head Keeper at Castle Hill Estate, Brian Mitchell, offering a wealth of knowledge from his career. Showing his support for the BGA, he said: “Here at Castle we have joined up because if there isn’t a market for the birds we shoot, it will be one of the factors that will finish off shooting. The BGA has already signed up 370 shoots but we need more. In fact, we need every shoot, bog or small. The political uncertainty is still ahead, so we still have a chance to all pull together. Please join us and make a difference.”


The BGA ambassadors are fulfilling all sorts of roles ranging from getting respected sporting figures and fitness gurus on board, as well as offering their lifetime and wealth of knowledge of the industry to our initiative. They aim to take our messaging into their daily lives, jobs and conversations to spread the word even further. Encouraging the fitness industry to consider game meat as a healthier alternative to other poultry, we have Matt Peacock, fitness model and the ‘face’ of James Purdey and Sons, alongside Roxy Winstanley who works as a vet and a fitness blogger. It’s with these ambassadors, we aim to reach a new market through social media and marketing.


We are not only covering the shooting and fitness industries, but of course the food world. We are delighted to have welcomed Lord Mark Price, Former Managing Director of Waitrose and Minister of State for Trade & Investment, to the team where he has thrown is support behind the work we are doing, “I’m very pleased to join the BGA as an Ambassador and look forward to working with them, helping to ensure the game sector has a sustainable and prosperous future.” Working with Mark, we are also pleased to be supported by Mark Samworth, Director of Samworth Brothers Foods as well as Nigel Hayworth, Chef Patron and Northcote UK.