The Fiadh Project
VALUING VENISON
THE CHANGE WE WANT TO SEE:
Scottish venison properly valued for all its benefits.
Nature restoration and deer management are expensive, with 80% of deer management believed to be carried out by the private sector. The Scottish Government hopes the cost of deer management might be partially met through increased venison sales, with venison a locally-abundant, organic source of high quality protein.
But the industry is still small in Scotland, with producers frequently struggling to make ends meet, and many consumers remaining unfamiliar with venison’s benefits and variety. If venison is going to help pay for nature restoration, it needs greater public support.
COULD EATING MORE VENISON SUPPORT NATURE RECOVERY?
Venison is an exceptionally healthy and environmentally sustainable meat, but supply chain issues and the cost of extracting venison from the hill mean production costs are rarely matched by sales revenue. Increasing venison’s popularity would help expand the market, but there are other barriers too.
Producers need help to develop local markets and set up more local processing centres. Seasonality is another challenge, with the traditional autumnal peak in production creating a glut that drives down prices after most tourists have left. The sector is already adapting, but ultimately deer management and the venison harvest will likely need more public subsidy – if only to level the playing field with the farming sector.
THE VALUE OF VENISON
The venison story is a vital part of the deer management story, central to Scotland’s drive to tackle the biodiversity and climate crises. Our latest film introduces some of the people behind Scotland’s venison story – from deer managers and venison producers to those helping young people understand how wild venison gets from the open hill onto our plates.
They all share an appetite for change – and an appreciation for venison – reflecting their desire to balance healthy deer populations and recovering habitats with thriving rural communities.
