BGA is realigning its focus to concentrate on the marketing of game meat under the Eat Wild brand, and encourage wider participation from the non-shooting community.
The transfer process has begun and should be completed by Autumn 2023. For now, the assurance scheme remains unchanged and open to new members.
Spike Butcher, Aim to Sustain’s operations director, said: “With all the Aim to Sustain partners fully invested in the future of self-regulation we are in a strong position to take the scheme forward.
“Our view is this commitment is best achieved by placing the assurance scheme at the centre of Aim to Sustain. All our partner organisations will play an equal role in promoting the self-regulation agenda and the assurance scheme developed by BGA will be at the heart of that agenda.”
Louisa Clutterbuck, BGA CEO, said:
“Transferring assurance to Aim to Sustain will allow us to concentrate efforts on creating more demand for and marketing game. The retail market for game meat has grown significantly since the BGA’s inception, and we aim to capitalise on this by continuing our successful game meat marketing operation under the Eat Wild banner.”
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