For the first time in a major supermarket, the British Game Alliance Kitemark can now be found on game meat products sold in Sainsbury’s supermarkets across the country/
This kitemark gives consumers confidence in the traceability, sustainability and quality of the game they eat.
The game products are produced by BGA stockist Holme Farmed Venison, based in North Yorkshire, and include pheasant breast fillets and diced game casserole mix – venison, pheasant and partridge diced in-season. An estimated half a million birds will find their way into these products, which will feature the BGA Kitemark on their packaging, and be available in stores from 21 October 2020. The game will sit alongside Sainsbury’s Scottish Wild Taste the Difference range and Holme Farmed Venison’s own branded Parkland range.
Liam Stokes, BGA chief executive said: “This represents a huge step forward for game meat. The sector has introduced and embraced independent assurance for game shoots, and the public can now see the results of those efforts and find assured game on their supermarket shelves. Game shoots now have access to credible assurance that the public can recognise alongside the familiar kitemarks they expect to see on their farmed food. The more the public see assured game as an ethical, assured product they can put in their trolleys, the more secure game shooting will be.”