Game Aid Launched to Help Feed NHS Heroes

Raising £25,000 to allow the countryside to provide free game meals to NHS heroes on the frontline whilst they battle Covid -19.

In response to the Covid-19 outbreak, a short-term fundraising initiative called Game Aid has been launched to deliver free game meat-based meal bags to frontline NHS workers in the country’s hour of need.

The British Game Alliance (BGA), Samworth Brothers, Wild and Game, and bi-monthly publication Fieldsports Journal have joined forces to create the campaign, so the countryside community have an opportunity to do their bit.

The meal bags, which cost £2 to produce and deliver, consist of a BGA-assured Wild and Game pheasant and pork pie, some fruit, a bottle of water, a packet of crisps, fruit bar and chocolate treat. 

Working closely with the NHS, the Game Aid partners have been able to obtain full endorsement from the Chairman of the NHS National Food Review Committee, Philip Shelley. On behalf of the NHS he has thanked the rural community, and everybody involved in advance for creating and supporting Game Aid. He confirmed by letter these meals will be distributed to his NHS colleagues nationwide “and they will raise morale”. Hospitals in Aberdeen, Shrewsbury, Taunton and Leeds are already scheduled to receive thousands of Game Aid meals in the next few weeks.

This initiative has been established solely to assist NHS frontline staff during the Covid-19 epidemic. When the UK resumes normal life once again, any residual funds raised by Game Aid will be donated to the Country Food Trust in their sterling efforts to feed those in need. 100% of donations will be used to create and deliver the meal bags. There are no salaries or expenses allocated to Game Aid. Any individual putting in time or resource, other than the cost of meal bags, is doing it for free. 

Wild and Game’s founder Michael Cannon commented: “Wild and Game is all about helping people discover what a wonderful, healthy ingredient game is. We’re very proud to be taking part in this excellent initiative which we hope will help to boost morale among the UK’s heroic NHS workers during this very difficult time. I’m delighted by the support that Game Aid has received so far. We intend to reach as many NHS workers as possible over the coming weeks and hopefully help to brighten their day with a hearty meal.” 

Samworth Brothers’ Group Commercial Director Nick Anderson added:

“Samworth Brothers is delighted to work with the BGA and its partners on delivering the Game Aid initiative to support the NHS frontline workers.”

The BGA’s Managing Director Tom Adams said:

“We are proud to pull together the partners in a concerted effort to get healthy and sustainable game based meal bags into the hands of the front line NHS staff for free during these exceptional circumstances. Being able to do something pro-active in support of those who are going over and beyond is hugely rewarding and we hope everyone who can will support this great initiative.”

Fieldsports Journal’s owner Simon K. Barr concluded:

“This is such an important cause and we are pleased to use our platform to spread the word and raise as much as possible. Game Aid makes it very easy for those involved in country pursuits to make a meaningful difference.”

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