Eat Wild – One Year On

A year of Eating Wild with the British Game Alliance

“So many chefs love using game, and it is important that we source exclusively ‘BGA assured game’ for our menus. We must support the use of BGA assured game, because it ensures adherence to best practice in game management, as well as offering traceability and quality assurance. As a restauranteur and chef, the BGA brings game production into the 21st Century, and it is most welcome.” – Chef Michel Roux, O.B.E

British Game Alliance – the not-for-profit organisation working to promote feathered game – is celebrating the one-year anniversary of its Eat Wild marketing campaign, created to raise awareness of feathered game and encourage greater consumption of this more accessible, sustainable, and healthier alternative to commonly consumed meat. One year on, BGA reflects on the campaign’s success and growing support from governing bodies and leaders in hospitality, to the nation’s favourite chefs and restaurants. 


Tasting game. Innovative venues, chefs and recipes…

Over the past year, BGA listed over 120 new stockists, reaching over 3,500 food service outlets. These include some of the nation’s favourite restaurants who have created BGA-approved game dishes, including Lyle’s, BRAT, Holborn Dining Room, Nobu, The Ned and the Sketch Lecture Room, as well as renowned cooks such as Michel Roux OBE, Calum Franklin and Thomasina Miers OBE. Pub groups such as Young’s, Thwaites and Duke of Cumberland Arms have also demonstrated support by stocking BGA-approved game products, alongside fine food specialists Classic Fine Foods and market leader in the catering industry, Compass Group, Aramark and Delaware North.

Football fans around the UK have also been treated to BGA-approved dishes served during matches at stadiums in 2019.

For consumers wanting to try game at home, BGA’s Eat Wild platform has created a wide selection of easy recipes, from slow roasted pheasant ramen to southern fried partridge, demonstrating the versatility of this meat, found online here. Short and simple 1-minute recipe videos can  be viewed on YouTube here

Another highlight of the year was BGA’s launch of 12 innovative commercial products with leading food industry development chefs, including Hunters Ham, Pulled Pheasant Thigh and Pheasant Goujons, which now feature on menus around the UK – from Drake & Morgan and Young’s Pubs to Caledonian Heritable (including Edinburgh airport) and De Vere hotels.


BGA supporters. Staying BGA-assured… 

Alongside the Eat Wild campaign, BGA has introduced the ‘British Game’ Assurance Scheme to give buyers the assurance of traceability, provenance and quality in their game, from egg to plate.

BGA has now garnered support from DEFRA and No.10, along with the backing of all UK shooting organisations. This year has also seen an influx of exciting new stockists including some of the UK’s largest catering butchers such as Birtwistles and Fairfax – who received special recognition at the UK Supreme Sausage Champion Awards during UK Sausage Week 2019, for the pheasant sausage created to a BGA recipe. The BGA also serves as an industry self-regulator. With over 620 estates signed up as members in just 18 months, this represents over a third of the UK feathered game market. The vision of a self-regulated industry with strong demand for all its products was backed earlier this month by 38 MPs who co-signed a letter welcoming the BGA’s growth and encouraging all shoots to join.


BGA around the world. From Hong Kong to Macau…

This year, BGA also secured its first major overseas trade agreement for 250,000 birds to be exported for use in retail and high-end restaurants in Hong Kong and Macau. The deal was brokered with the luxury meat purveyor Sutherland, who plan to create their own game products for the Asian and expat markets – including pheasant, partridge and grouse for this coming season.