Appetite for game shoots up among the young as Britain turns its back on veganism

The appetite for game has shot up among members of Generation Z following a drive to get young people eating meat such as venison or pheasant.

The British Association for Shooting and Conservation (BASC) has launched a campaign to encourage more people to eat game, which it says is a cheap, sustainable and mineral rich source of low-fat protein.

BASC said its initiatives to get younger people into the previously niche meat have been furthered by celebrity chefs advocating its use. 

Butchers nationwide are noticing the growth in interest as Britain turns its back on veganism with industry figures showing overall sales of meat alternatives are down 13.6 per cent over the last year.

Gareth Dockerty, deputy director of shooting and operations at BASC, said: “Game meat ticks so many boxes for consumers today. It’s healthy, sustainable, can be locally-sourced and is delicious. 

“It’s a product that has grown in popularity, thanks in part to its versatility, availability, and the enthusiasm shown for it by celebrity chefs. This year alone, we have introduced almost 12,000 people to game meat at shows and events across the UK.”

Mr Dockerty added: “We have seen people of all ages keen to try the taste of game – younger people in particular can be quite adventurous but we have found that a simple venison burger or a game pie can be a great universal leveller.”

‘Young people are wanting to try different things’

Pheasant has more protein, less fat, five times as much iron and three times the selenium of chicken, whilst also having a third less calories, according to BASC.

Venison results in almost thirty times less carbon emission than beef per kilogram, with roe deer creating 0.6 kilograms of CO2 per kilogram of meat compared with 17.12kg/CO2 per kg of meat for beef.