enhancing the value of game meat in the north east of england ct05

1. ENHANCING THE VALUE OF GAME MEAT IN THE NORTH EAST OF ENGLANDCT05/06 – 05 – 18

3. The North East Region is one of the prime regions, if not the prime region, in England where all game can be shot or caught, making it the ‘Game Larder of England’. We have good availability but a weak game meat food chain, yet a market which is relatively unexplored. A reliable and efficient route to market needs establishing, whilst also overcoming the current attitudes held by a number of shoots and producers. Price plays an important part in establishing this route to market yet the less commercial benefits of making game meat more readily available to the end consumer need to be understood. The necessary links in the food chain are available in the North East Region enabling both vertical and horizontal integration, co-operation and collaboration. This connectivity of businesses and different sectors promotes positive experiences and generates trust between firms, thereby generating a more efficient route to market and ultimately generating further wealth for all the different sectors of this food chain. To achieve this we recommend  the Game Trade Initiative [GTI] is set up, as a governing body, working towards coordinating and communicating the strengthening of the game meat food chain in the North East region. The recommended tools for the GTI are: 1)marketing, 2)collaboration, cooperation and communication [3c’s], 3) accreditation 4) distribution. The initiative is to be run for the benefit of its members, including all the different sectors of the game meat food chain, whilst being headed up by a board made up of  individuals with relevant experience from all sectors of this food chain, including the public sector. Included in the GTI toolbox we would suggest immediate action regarding the 3 c’s with the processors. This is to be carried out in preparation of opening of new markets for season 2006/2007.

4. CONTENTS 2 Executive Summary 3 Contents 4 Backgrounds and Objectives 5 Methodology 6 Total Number Contacted 7 Avian Flu 8 Primary Product Availability 9 Total Respondent numbers 10 When Game is in Season _____________________________ 11 Shoot Questionnaire Data 12 Location & What sort of Game Available 13 - 14 Sale of Game 15 Facilities 16 Regulations & How is Game Supplied 17 Improvements 18 Support 19 General Comments ______________________________ 20 Game Dealer & Processor Questionnaire Data 21 Size of Operation 22 Geographical Pickup 23 Game received 24 Regulations, Training and Storage 25 Quantities available 26 - 27 Restrictions & Supply 28 Consumer marketing 29 Added Value & Demand 30 Emerging Trends 31 Support 32 Barriers & Opportunities 33 SWOT Analysis 34 GTI Model 35 - 37 Recommendations 38 Retail Questionnaire Data 39 Type of game sold & Added Value 40 Popularity 41 End Consumer Views 42 Reliability, Availability & Consistency & Awareness of Regulations 43 Contact, Facilities, Traceability & Provenance 44 Trade marketing & Market Research 45 - 46 Trade Benefits & Opportunities 47 SWOT Analysis 48 Game Meat Supply Chain 49 Route to Market example [pheasant] 50 Game Meat Price Comparison 51 - 52 Recommendations ____________________________ 53 - 56 Links 58 Opportunities for New Enterprises 59 Conclusion 60 Bibliography ____________________________ 61 Appendices 62 - 69 Health Benefits 70 Acknowledgements 71 – 75 Contact List Approved Meat Processors in the North East Costings for Walk in Chiller Shoot Questionnaire 80 – 81 Game Dealer Questionnaire 82 – 83 Retailer Questionnaire

5. BACKGROUND AND OBJECTIVES The North East region lies between the Pennines to the west, the Cleveland Hills to the south and the North Sea to the east, and covers just over a million hectares of agricultural land [8,592 km2]. The North East Supports a wide variety of shoots; in many cases aided by the undulating countryside. The landscape, habitat and population in the region encourages game shooting making it a very important income provider in certain areas. There are approximately 12,500 hectares of ancient woodland, 41,500 hectares of forestation and 10.2% of the region is scrubland. [Long Term Policy Perspective for Sustainable Agriculture 2003] The north east region supports a wide variety of game; pheasant, red legged partridge, grouse, rabbit, mallard, wood pigeon, hare, and an indigenous deer population. The NE region is unique in that it is the only region in England where all game including salmon can be shot, hunted or caught. In the N.E. region it is estimated that circa 1 million small game is shot and 6,000 deer are shot [including 2,000 that are culled by The Forestry Commission]. This compares with the UK approximate figures of over 23 million* small game shot per year/season and approximately 250,000 deer. This estimated figure has been calculated from the reported availability of game across the north east, multiplied by 2.5. We received a 31.2% reply rate from the shoots, this included the majority of large shoots and a number of smaller shoots, and a 2.5 multiplication of reported numbers available was felt a fair calculation of the total game available in the north east. The large game figure is slightly more accurate as both the Deer Commission for Scotland and the British Deer Society keep more accurate records of shoots and culls. Therefore the North East shoots roughly 4.3% of the UK’s small game and 1.6% of the large game making it a provider of game meat, and as a result offers some of the most sporting shooting in the country. *11 million in 1988 a 209% increase in 18 years

6. METHODOLOGY Four questionnaires were devised [shoot, game dealer/processor, processor and retailer]. A total of 704 questionnaires sent out and included [see Appendix iii]: 205 shoot questionnaires 10 Dealer questionnaires 35 Processor questionnaires 453 Retail questionnaires A total of 25 interviews were carried out A total of 247 telephone interviews were carried out. Further interviews were arranged with key figures in the Game Meat/Shooting arena e.g. NGO Chairman [National Gamekeepers Organisation], Northumberland Larder, Countryside Alliance. Further meetings were held with key figures and organisations i.e. NGO. email correspondence and telephone interviews were completed with other key organisations; Game Conservancy Trust, Game-to-Eat Campaign [Alexia Robinson], Food Chain Centre, local authority Environmental Health Departments, Forestry Commission, BASC and Countryside Alliance. Two discussion groups were held with a cross section of key figures from within the Game Meat-Food Chain.

7. TOTAL NUMBER CONTACTED 205 Shoots were canvassed 12 of total had face to face interviews 2 of total contacted by telephone 10 Game Dealers were canvassed 4 of total face to face interviews 1 telephone interview 35 Processors were canvassed 5 face to face interviews 2 telephone interviews 453 Retail Outlets were canvassed 14 face to face interviews 242 telephone interviews A total of 704 initial contacts were made by postal questionnaire.

8. AVIAN FLU

9. Total number of different game available in 2005/2006 season

10. Total number of respondents 64 replies were received from Shoots [31.2%] 9 replies were received from Game Dealers [90%] 4 replies were received from Processors [11.4%] 58 replies were received from retailers* [12.6%]

11. WHEN GAME IS IN SEASON

12. SHOOT QUESTIONNAIRES

13. LOCATION OF SHOOTS

14. THE SALE OF GAME

15. THE SALE OF GAME CONT’D/…

16. DO YOU HAVE THE CORRECT FACILITIES?

17. REGULATIONS

18. HOW COULD THE SELLING OF GAME BE IMPROVED TO HELP YOU? 25% of respondents to this question stated price was one of the main problems. Key comments were as follows:-

19. HOW WOULD YOU LIKE TO SEE THE GAME MEAT INDUSTRY BEING SUPPORTED IN THE NORTH EAST REGION? The ‘Other’ answer suggested that the industry would be better supported with processors in the region.

20. GENERAL COMMENTS MADE BY SHOOTS “Game prices remain quite good. Pheasant and partridge prices come November are down to 10p. We have a new outfit called ‘Northumberland Game’ with all new facilities, idea being to create local market out of the retailer, and move to providing gourmet meals, sell packaged etc. and eventually be able to provide a dividend to the supplier/shoot” “New regulations should improve quality passed to the consumer. It will also reduce the amount of game getting on the market which might then give higher prices” “Biggest concern is stealth tax being levied on shoots by Government” “Main issue must be that public like food pre-packaged and looking neat and tidy with as least connection to its origin as possible i.e. disassociate themselves that they are eating food that was alive and went ‘moo’ or ‘cluck’” “All my game is traded to a local restaurant in exchange for free booze when I eat there. It is very important that we do away with the image of big shoots burying large numbers of unwanted game birds. Due to the very poor prices offered by dealers I am much happier giving any surplus game to friends” “Need to have supply links to supermarkets. Game dealers offer low prices for birds e.g. 25p/bird. Price at 40p/bird currently due to Asian Flu scare. Ability to sell game beyond 1st Feb would make a large difference to market” “More support should be given to the local game dealers by hotels and restaurants in their areas – particularly this area. Pheasant is becoming more common on menu’s as people realise what a good cheap meal it is and this should be promoted”

21. GAME DEALER AND PROCESSOR QUESTIONNAIRES

22. SIZE OF OPERATION? Nine Game Dealers were canvassed and were co-operative furnishing the following information. We guaranteed confidentiality and therefore the dealers are identified by the numbers 1 through to 9.

23. GEOGRAPHICAL LOCATION OF GAME PICK UP

24. HOW IS GAME RECEIVED?

25. AWARENESS OF REGULATIONS, TRAINING AND STORAGE FACILITIES

26. QUANTITIES AVAILABLE TO DEALERS PER SEASON

27. RESTRICTIONS ON GAME MEAT BUSINESS The chart below highlights the main restrictions to the industry. Many dealers made further comments these included: Seasonal problems Wealthy persons taste Consumer lack of culinary knowledge Quality of end product And Game Dealers have a ‘reputation’ – this was not expanded upon!

28. SUPPLY CONT’D/…

29. CONSUMER, MARKETING & MARKET RESEARCH

30. ADDED VALUE 67% of Dealers add value to their products in the form of: This slide needs rejiggingThis slide needs rejigging

31. EMERGING TRENDS Almost all the dealers [89%] thought they had seen emerging trends in the last five years here are some of the noted common trends:

32. SUPPORT FOR THE INDUSTRY

33. ‘Seasonal Workers – can’t employ part-time for the short season – need legislation.’ ‘The inability to afford to employ local staff’ ‘Failure to recruit staff’ ‘Marketing, consumption And attitude’ ‘Paperwork – buyers and Technical people from multiples. Does it really matter whether I wear a hair net to buy game just after a dog has had it in its mouth!’ ‘Authorities’ ‘Quality of staff – reliability’ ‘Lack of confidence within industry’

34. BARRIERS & OPPORTUNITIES FOR SUPPLY INTO DEALERS & PROCESSORS IN NORTH EAST REGION STRENGTHS The North East region is the only region in England to have ALL game types available. Product Availability Larger Shoots and their Reputation Number of Processors in the region. [see appendix iv] Well positioned for exporting to Continent Current Game Meat Food Chain, experiences and knowledge. WEAKNESSES Weak local market Limited number of Game Dealers Game Act 1831 Game eaten by AB & C1’s. Poor Quality and Inconsistency Low prices paid to shoots for raw material Not sold for commercial gain Smaller shoots No market research of end consumer Distance between shoots & dealer makes distribution expensive Viability of distribution. Inability to explore new markets ‘we’re alright’ Seasonality – volume Poor Game Meat Food Chain infrastructure. Fluctuating volumes into Game Dealers. Seasonal Workers Dealers far removed from end consumer.

35. THE GTI MODEL(Game Trade Industry Model)

36. RECOMMENDATIONS GAME TRADE INITIATIVE This body is to coordinate and communicate the strengthening of the game meat food chain on behalf of its members. A common vision must be decided [adding value to the game meat food chain in the NE region]. Strong relationships commercially and also non commercially but all for the good of the shooting industry. Long term trading is the target, with better prices. Board members to include relevant experience from all sectors of this chain i.e. producer and shoot, game dealer, processors, retailers and caterers, marketer and funding agent. Members to pay agreed subscription. Members are to be included from all the different sectors of the food chain i.e. shoots to retailers. Members benefits Improved communication and education. Involvement in strengthening the game meat food chain and ultimately adding value. Opportunity to join accreditation scheme enabling utilization of agreed brand adding value to product. Opportunity to join or start a group either for freezer facilities {see appendix v] and or distribution. Kept up to date with new legislation, current trends and other news and gossip. Access to the GTI website.

37. MARKETING Market research of end consumers wants and needs. Communicate findings with all sectors of game meat food chain. Focus attention on processors and encourage involvement in game meat through NPD. Encourage development of products located from research. New product development is critical to the growth of this market, especially where relatively little has been witnessed to date. Develop a brand for NE game meat, linked with membership of Game Trade Initiative (GTI) and accreditation. A close working partnership will need to be in place with the regional food group (Northumbria Larder) tying in with any Regional Food branding initiative. Simple and identifiable and which can be translated onto a small label for packaging. Communicate with shoots, producers and game dealers as to all reasons for selling game i.e. non commercial as well as commercial. The more end consumers who consume game the stronger the industry’s future is. Positive benefits to be considered when marketing game meat. COLLABORATION AND CO OPERATION AND COMMUNICATION Collaboration between individual shoots. Mainly for the purpose of developing central storage and distribution for those collaborating. Collaboration co-operation and understanding between shoots and game dealers. To develop collection points for raw material. The flow of information encourages trust and positive experiences generating an improved understanding of the whole chain with a single goal for all. The communication should be improved by starting the GTI where members from all sectors meet and discuss the topics of choice. A newsletter circulation to designated members will also help the information sharing.

38. ACCREDITATION An accreditation system to be offered to those who are members. Aimed at guaranteeing the route to market thereby giving greater control on quality, consistency and volumes. Adding value to the game meat for all sectors and maintaining a level of quality for consumers. Points to be included: Time limits on route from being shot through to the processor. Stipulated temperatures . Method of distribution i.e. crates as opposed to the vehicle floor at the shoot plus distribution to game dealer. Stipulated method of hanging. Grading of birds, A & B. Improved traceability. With the improved levels of control a premium price will be expected. DISTRIBUTION Distribution to the game dealers for the smaller shoots via collection points providing sufficient volumes to make the pick by game dealers economically viable. One such possible collection point suggested is at Tritlington just of the A1 North of Morpeth with fully working facilities available during the season. “A man with a van” collecting from agreed selection of shoots delivering to game dealers, an alternative to collection points. Distribution to retailers, caterers, and others via wholesalers, direct from game dealer or “the man with the van”. To date little has occurred as a result of the high level of exports. One of largest wholesaler butcher’s Warren Butterworth claimed to only supply £ 50,000 of game meat per year. This is a particularly fragmented market in terms of supply and, in the main, the industry lacks a professional approach in the processing and handling of raw materials, which is off-putting both to the trade and to the consumer. Branding is at a low level since the main distribution outlet is the traditional butcher, who buys from game dealers or direct from farms.

39. GAME RETAILER QUESTIONNAIRE RESULTS

40. TYPE OF GAME SOLD & VALUE ADDED GAME

41. POPULARITY OF GAME

42. HOW DOES THE END CONSUMER VIEW GAME AND THE BENEFITS OF CONSUMING GAME?

43. AVAILABILITY, RELIABILITY AND CONSISTENCY OF GAME SUPPLY

44. CONTACT FROM SUPPLIER

45. TRADE MARKETING & MARKET RESEARCH

46. TRADE BENEFITS & OPPORTUNITIES OF SELLING GAME

47. BARRIERS TO RETAILING GAME It appears that no one barrier stands out amongst the rest, although image polled the highest votes.

48. BARRIERS & OPPORTUNITIES FOR SUPPLY INTO RETAIL, CATERING & OTHERS. STRENGTHS Availability of raw material Majority sold through independent butchers and not supermarkets Game to Eat campaign seen 15% increase in consumption. Venison & pheasant most popular and in demand Niche product. Some Added Value happening Availability, reliability and consistency Healthy, low in fat, extensively reared/wild Perceived as expensive and premium. Market dominated by independent retailers. WEAKNESSES Supply chain and route to market; availability, reliability and consistency. Ignorance – a large wholesale butcher was unaware of new regulations. And one restaurant customer thought pheasant was chicken. Pricing i.e. 50p kg carcass for producer yet chef paying £13.50 kg [loin off-bone] Retail & caterers – margins.. Ignorance of product and market by consumers and trade Confusion – some say no demand and others say greater demand than there is availability. Volumes exported No quality assurance measuring system in place. Seasonality Apathy Poor availability in major retailers

49. NORTH EAST REGIONAL GAME MEAT SUPPLY CHAIN - OPPORTUNITY

50. EXAMPLE ROUTE TO MARKET(Price for Pheasant)

51. Donald Russell £78.00kg Caledonian Connesuier £32.34kg Graig Farm MO £25.54kg Fenwick - £24.00kg Donald Russell MO - £19.00 kg George Payne Butcher £12.80 kg Caledonian Connesuier £9.99 Harrods £7.00 Graig Farm MO £6.50 Harrods £6.40 Fenwick £5.50 Caledonian Connesuier £5.35 Caledonian Connesuier £5.07 Alternative Meats MO £4.00 R Brown Butcher £3.75 George Payne £3.65 R Brown Butcher £3.50 Teesdale Game & Poultry MO £2.99 George Payne Butcher £2.98 Fenwick £2.49 Fish & Feather £2.00 Fenwick £1.99 George Payne Butcher £1.90 £58.00 kg Harrods £36.48kg Graig Farm £27.45 Scottish Gourmet Food MO £26.40kg Donald Russell £24.04kg Fenwick £20.00kg Macbeth MO £18.70kg R Brown Butcher £15.99kg Fish & Feather £14.45kg Fish & Feather £13.34kg Graig Farm MO £12.40kg George Payne Butcher £10.75kg Macbeth MO £7.01 Graig Farm MO £6.75 Graig Farm MO £5.99 Fenwick £5.80 Harrods £5.25 George Payne Butcher £5.00 Macbeth MO £4.75 Macbeth MO £4.20 Dobbies Butcher £3.75 Graig Farm MO £3.50 Fish & Feather £3.00 Fish & Feather £2.75 Teesdale Game & Poultry MO £2.00 Macbeth MO £1.65 Fish & Feather £1.50 Fish & Feather

52. FLYING FOX RECOMMENDATIONS FOR THE RETAILER A relatively small percentage of game meat reaches the domestic end consumer, the greatest percentage of game meat is exported. Whilst the export market is strong greater value can be reached by targeting the domestic end consumer. The Game Trade Initiative Model aims to tackle the barriers preventing this domestic trade. The GTI Model is for the benefit of all sectors of this food chain and includes the businesses which interface with the end consumer. MARKETING 1. Understand the end consumer and their attitude towards game. The research would need to understand who buys it and who doesn’t, why don’t they buy it, where do they buy it, what occasion would they buy it, etc. Once the end consumer is understood we need to give them what they want via the retailers, caterers, restaurants etc. 2. Through marketing to the end consumer point of sale literature can be provided, recipe cards and educational leaflets. COLLABORATION AND CO-OPERATION Improve communications giving consumer feed back up the chain to wholesalers/distributors, dealers and shoots. Networking with relevant contacts improving efficiencies Improve education and trust throughout chain for owners, managers and staff. ACCREDITATION Provides a sign of quality to the end consumer and trade which can be relied on.Provides provenance and traceabilityAdds value with the aim of achieving an improved margin.

53. FLYING FOX RECOMMENDATIONS FOR THE RETAILER CON’T/D … DISTRIBUTION Encourage more distribution to the domestic market as opposed to export Make a specific approach to processors of game and red meat for the purpose of encouraging NPD of products including game meat for sale into national retail and catering outlets. Include a measurement of ordering and delivering within accreditation system- availability, reliability & consistency. Explore public procurement of game meat.

54. LINKS Slow Food Movement 0800 917 1232 [no address] Contact in UK Fiona Richmond f.richmond@slofood.it National Game Dealers Association 01325 316320 Game Conservancy Trust Fordingbridge Hampshire SP6 1EF Tel 01425 652 Fax 01425 651026 Email info@gct.org.uk Website www.gct.org.uk British Shooting Sports Council P O Box 11 Bexhill-on-Sea East Sussex TN40 1ZZ Tel/Fax 01424 217031 British Association for Shooting and Conservation Marford Mill Chester Road Rossett Wrexham Clwyd LL12 0HL Tel 01244 573000 Fax 01244 573001 Email info@basc.org.uk Website www.basc.org.uk The National Gamekeepers Organisation P O Box 107 Bishop Auckland DL13 5YU Tel 01388 718502 www.nationalgamekeepers.org.uk Alexia Robinson [Game to Eat] 020 7840 9222 http://www.game-to-eat.co.uk/

55. Food Procurement Officers in NE Schools County Councils have a dedicated Food Procurement Officer who buys food for all the schools in their area. E.g. Sue Paxton, Food Buyer for Newcastle City Council – buys for 110 schools in her area. Prisons Prisons in England and Wales operate presently on an independent basis, with officers from each individual prison buying food from already contracted suppliers situated in various regions. From June 2006 this operation will be centrally based for ALL prisons in England and Wales from Wakefield, and where ALL food will be bought and distributed. E.g. at Acklington Prison the Food Procurement Officer, Mrs Dilys Harding [01670 762496] has a allowance of £1.01 per prisoner per day to feed 3 x meals a day! They do have in- house vegetables and eggs, but obviously cost would/will be an issue. Kevan Russell [Catering Manager] Acklington Prison – explained that the whole prison 'food' procurement is soon to be moving to Wakefield and will be centrally controlled for the whole country. Hospitals Once again, each hospital buys food independently generally from suppliers. Within the NHS there are recommended contract suppliers – but Food Procurement officers are not bound to follow recommendations and can and do ‘shop around’ The NHS Trusts fund in advance the staff/café food budget – and the Catering departments are duty bound to ‘break even’ at the end of the financial year, in effect making them a non profit making organisation. E.g. Colin Chapman 01642 624771 Food Procurement Officer for University Hospital of North Tees – actively shops around for both patient food and cafeteria/staff food. Regional Tourism Team tourism network One North East North east conference Stella House Gold Crest Way Newburn Riverside Newcastle upon Tyne NE15 8NY 0191 2296200

56. Education Links: Anne Johnson/ Julie Fletcher [01670 533566] Healthy Schools Co-ordinaters. Sex & Health Education: Out of School Service with and for young pregnant mothers of school age. Obesity Strategy Team: Dawn Scott [01670 394400] again education linked re: obesity in children. Food From Britain: Kirstie Grieve, Director of Food From Britain, [020 7468 8579], keen to meet Game Dealers who export future links and business. The Deer Initiative P O Box 2196 Wrexham LL14 6YH Tel: 0870 774 367 Fax: 0870 774 3688 Email: admin@thedeerinitiative.co.uk Paul Mayfield Food Chain Centre Food Chain Centre at IGD Letchmore Heath Watford Herts WD25 8GD 01923 857141 Forestry Commission: Local -Graham Gill (Mr J G S Gill), Eals Burn Bellingham, Hexham, NE48 2HP tel: 01434 220242 or local Wildlife Ranger: Andrew Dewhirst tel. 01669 620062. Sandy Greig - Forestry Commission - National 01223 346000.

57. LINKS cont’d/… The Food Chain Centre was set up as a result of the Curry Commission and the remit was to better the Business practices of the supply/food chain throughout the UK. Results showed that small food producers and farmers had no knowledge of and indeed no access to data re: consumer demands as a whole. Paul Mayfield, Peter Whitehead and a small team of people at the Food Chain Centre have used case studies to illustrate this point. Dunnhumbie monitors Tesco Clubcard to gauge the consumer spend. Tesco has 30% of the UK market and that equates to 15 million Clubcard holders. The Tesco consumer profile matches within a small % that of the UK population. The Tesco Clubcard data utilises data collated from a 1 million random sample of the 15 million Clubcard records; the information goes back 2 years and is updated on a 3 week cycle. As a result of the number of pilot schemes/case studies conducted throughout the UK, including two in the North East Region; Heritage Potatoes and Coastal Grains, Dr Andy Fern of the University of Kent Business School has set up a scheme that allows small food producers and farmers to gain access to the consumer data that is available to large multiples at a huge cost [circa £10,000 per annum membership]. This is achieved by large organisations like the Meat & Livestock Commission sponsoring a PhD student who works closely with the available data and the University Business School. This student is then available for those small food producers and farmers in their chosen sector i.e. in the case of the Meat & Livestock Commission stock farmers and small food/meat producers to access the consumer data. However there are a number of farmers and small food producers who do not come under an umbrella of a larger organisation and therefore do not have access to consumer spend information. Egg producers, fisheries and people in the game industry are examples of those who do not have access, as bodies that monitor these industries are either too small or not established. Dr. Kent has facilitated 2 'free' enquiries per month. Paul Mayfield recognised that seasonal produce was an important and emerging trend in the food supply chain, and therefore was keen to understand the route to market of game as it is not only seasonal but also an untapped food source and little understood, in light of this there is a possibility that we could encourage a case study of the game meat industry.

58. OPPORTUNITIES FOR NEW ENTERPRISES Shoot cooperation for a central hub making distribution from shoots to game dealers more efficient. E.g. Ian Craigs, Tritlington Hall, Morpeth currently has correct facilities which are empty during the winter months yet occupied during the vegetable and fruit growing seasons. This could be utilised as a central hub for game. A man with a van. Collecting game from smaller shoots and delivering to game dealers. Further processors who are supplying the major retailers to develop a range of game meat ready meals for sale into retailers. [This is being done currently by The Tanfield Food Co with "Look What I've Found" ). International Cuisine, Consett are interested to learn more about game meat for this reason. Production of game meat for sandwich manufacturers. Kookabura Ltd in Peterlee currently process poultry for sandwich meat, a possible range extension. Further distributors and wholesalers for game meat are needed to improve end consumer availability. There could be the need for a game meat specialist distributor/wholesaler who will provide the full service including education, and expertise, which could be extended into the kitchens of restaurants and hotels for training chefs cooking methods for the best results with game. This could be linked in with a small processing unit producing cooked game meat products.

59. CONCLUSION This is a particularly fragmented market in terms of supply and in some cases the industry lacks a professional approach in the processing and handling of raw materials, which can be off-putting both to trade and the end consumer. Branding is at a low level since the main distribution outlets are traditional butchers who buy from game dealers or the individual shoots. The implementation of the recommendations will help to alleviate these issues, although it will not happen without the support of the shooting industry and overcoming the apathy, suspicion of government lead initiatives and far greater collaboration. In order to reduce the level of suspicion the Government needs to confirm its support for the shooting industry and the wealth it generates. The GTI Model will need to work in with the regional food strategy, by doing this there could be cost savings, but care must be taken to avoid dilution of the game meat message, which is very strong.

60. BIBLIOGRAPHY Countryside Alliance., (Autumn 2005). Countryside Alliance Campaign Update. 4 – 7. Department of Health (1994) Report on Health and Social Subjects No. 45. Weaning and The Weaning Diet. Report of the Working Group on the Weaning Diet of the Committee on Medical Aspects of Food Policy. HMSO, London. Eat More Meat says Health Expert (2005) Fish and Game New Zealand. Available at: www.fishandgame.org.nz [Accessed December 2005] Erasmus, U., (1993). Fats that heal, Fats that Kill. Alive Publishing Group Inc. Fletcher, J (2003). Fletcher’s Game: A Vet’s Life with Scotland’s Deer. The Mercat Press Fletcher, J (2004). “Name of game is good health”. Evening News – The Scotsman. 17th May. Game and Exotic Meat – UK [October 2004]. Mintel International Group Limited. Just For the Health of It (2003). National Shooting Sports Foundation, Inc. Available at: www.stepoutside.org [Accessed December 2005] Long Term Policy Perspective for Sustainable Agriculture: Environmental Impacts – Final Report: GRP – P – 158. DEFRA [August 2003] Maternal and Infant Nutrition. (2004) British Nutrition Foundation. Available at www.nutrition.org.uk [Accessed January 2006] NGO Training Ltd., (2005). Best Practice guidelines for gamekeepers and game managers produicing wild game meat. North East Exclusive, (2005). A Taste of the North East. Newcastle Chronicle & Journal Ltd. Readers Digest, (1996). Foods that Harm Foods that Heal, An A – Z Guide to Safe and Healthy Eating. Readers Digest Association Ltd., London. Supplements- omega-3 fatty acids – What Is It (2000). Whole Health MD. Available at www.wholehealthmd.com [Accessed Janaury 2006] Worrall Thompson, A., (2005). Game To Eat, Healthy Living. Available at: www.game-to-eat.co.uk [Accessed February 2006]

61. APPENDICES

62. HEALTH AND NUTRITIONAL BENEFITS OF GAME

63. FATS, OMEGA-3 AND GAME All meats contain fats, but in vastly varying amounts. There are many different types of fats, but for the purpose of this report they will be split into healthy fats and unhealthy fats. Unhealthy Fats: Saturated [butter, hard cheese, meat and meat products] and Trans Fatty Acids [hydrogenated oils]. Healthy Fats: Monounsaturated and Polyunsaturated fatty acids [within the polyunsaturated fats there are Omega-6 and Omega-3 fatty acids]. The body does not necessarily need saturated or monounsaturated fats as the body can make its own from carbohydrates, proteins and alcohol. However it is unable to produce Polyunsaturated fatty acids, Omega-3 and Omega-6, and therefore must be supplied by the diet. A human requires between 1 – 2 grams of omega-3 per day. One 100 gram portion of wood pigeon or 250 gram pheasant breast would give the daily requirements of Polyunsaturated Fatty acids. Pregnant women and infants need plenty of omega-3, if pregnant women were to get too few, the growing foetus would take all available omega-3 and this could set the stage for depression in the mother. Lower levels of omega-3 fatty acids have been linked to levels of depression and mental illness. And conversely foods high in saturated fats have been associated with the development of degenerative heart disease and cancer. (Supplements – Omega-3 fatty acids – What Is It? 2000) Domestically raised animals have by and large a greater amount of fats than wild animals; wild animals, by their very nature, live in a very harsh environment, wild animals can ill afford to build up fat reserves.

64. B VITAMINS The B Vitamin Group Vitamin B1 thiamin Vitamin B2 riboflavin Vitamin B3 niacin Vitamin B5 pantothenic acid Vitamin B6 pyridoxine Vitamin B12 cyanocobalamin A total of 13 vitamins and some 20 minerals are needed for human health, game is rich in the B Vitamin group. B Vitamins fulfil a crucial role in the human health. Vitamin B3 along with other vitamins is vital for aiding the depletion of cholesterol in the body. The role of the B complex vitamins, along with potassium and iron as well as other minerals are required to configure starches and sugars into energy and to stop these sugars and starches turning into unhealthy fatty acids and hard fats [saturated fats].

65. PHOSPHORUS Phosphorus is present in all plant and animal cells and is needed to aid the calcification process for healthy teeth and bones. It is essential to the release of energy and it also regulates the action of proteins. Game meat contains upwards of a third of the recommended daily intake of phosphorus per 100g. [see table 1.4]

66. NUTRITIONAL TABLE OF RAW GAMES MEATS[WITH THE INCLUSION OF DOMESTICATED BEEF FOR COMPARISON]

67. COOKED GAME TABLE OF NUTRITIONAL CONTENT

68. THE STONE AGE DIET Studies of indigenous tribes; the Inuit's and the islanders of Papua New Guinea, lend credence that a game rich diet is a healthy diet. The islanders of Papua New Guinea suffer remarkably low levels of heart disease; their lifestyle is still that of the hunter gatherer. The Inuit's, likewise have extremely low levels of heart disease, rheumatoid arthritis, diabetes than their European counterparts. And yet their diet is very high in fat [whale, seal and salmon], research showed that it was the omega-3 fatty acids from the wild animals they ate as being responsible. An article in the Scotsman newspaper [17th May 2004] adds weight to the notion of a Flintstone [Palaeolithic or Stone Age] Diet being healthier. Archaeological evidence, Fletcher [2004], suggests that Stone Age man did not suffer from heart disease, strokes, osteoporosis, obesity, hypertension, diabetes, allergies or other chronic diseases. The evidence indeed suggests that Palaeolithic Man would have eaten wild meat, such as venison – high in iron and low in fat, but an excellent source of omega-3 fatty acids as well as fish, shellfish, leafy vegetables, fruit, nuts insects and larvae. Dr. Mark Vennu, M.D. and nutritionist is another advocate of a 'Stone Age' diet, ‘Eat More Meat says Health Expert’ (2005) . This diet has been eaten by humans for 99.5% of our time on earth, and our bodies have evolved to what it is today by eating a wild game diet. When Neolithic middens have been excavated it can be seen they contain a predominance of Red Deer bones, so from an evolutionary physiological viewpoint it makes sense to eat game meats.

69. Cont’d/… Dr. Don Thomas, M.D. (Just For the Health of It, 2003) another advocate of the Stone Age diet, states our bodies were not meant to sit behind a desk for 10 hours a day, our bodies were designed to hunt and gather our food and recent obesity and weight related health problems are linked to the human body's age old ability to store fat, however, unlike our predecessors finding food is easy. “Our collective problem with obesity, diabetes, heart disease, etc.—which is all a very recent phenomenon—is that we have the genes of hunter-gatherers held prisoner inside the bodies of leisure-class individuals. Fat is a very efficient way to store energy and our remarkable ability to form it came about when our distant ancestors had to go for weeks between kills. Now we are faced with an over-abundance of calories on the supply side and no reason to expend them as long as the nearest supermarket stays open,” [Thomas 2203]. And Finally Antony Worrall Thompson is quoted as saying "Game is the ultimate wild and authentic answer to a low calorie, well balanced diet. It's good for you and it's good for our countryside. [Worrall Thompson, 2005]

70. ACKNOWLEDGEMENTS This research and report would not be complete without the support, advice and assistance given to us by a number of people and organisations. Obviously our thanks and appreciation go to all the participants of the questionnaires, interviews, telephone interviews and attendees of the forums. We would also like to acknowledge and thank the following: The Country Land Owners Association The Countryside Alliance The National Gamekeepers Organisation [both national and regional] Paul Mayfield of the Food Chain Centre Dr Andy Kent of the University of Kent Business School Melanie Felgate of the dunnhumby Academy of Consumer Research Alexia Robinson, Game to Eat Campaign Durham University Business School Peter Belk, BSc Hons. student, Newcastle University Silver Sheldon, Hadrian Game Larder The Game Conservancy Trust Northumberland Local Education Authority The National Game Dealers Association Graham Gill, The Forestry Commission The National Parks The Deer Initiative The British Deer Society Newcastle City Council Food Procurement Officers The Scottish Deer Commission Department for Environment, Food and Rural Affairs Acklington Prison The 10 City and Borough Council Environmental Health Departments

71. APPENDIX iii J Blades Esq.. farmshop J H Blackett-Ord Esq.. shoot 2 Egg Cups Restaurant   restaurant 3663 First for Food Processor A Bit on the Side   restaurant A Collingwood-Cameron Esq.. shoot A. E. Docker & Sons Ltd wholesaler Age Bar restaurant Age Bar & Kitchen Restaurant Aldi Stores Supermarket & grocery chains Alexander's Deli Sandwich/Deli shop/caterers Alison's Country Pantry tearoom Alpine   restaurant Ambles Bistro  Restaurant Andrew Millar & Co Ltd Delicatessen Anglers Arms Pub/Restaurant Angus Hotel & Almonds Bistro hotel Anon or other shop Anthony Hill shoot Apple Pie Eating House  restaurant Arcade Restaurant     restaurant Arlington House    Restaurant Artisan Foods Food Manufacturers & Suppliers Ascot Inns pub chains Asda Stores Supermarket & grocery chains Aston-Buckley Catering Caterers At Home   Restaurant Aubrey Allen Ltd Delicatessen B Dodds shoot Back Door Restaurant Restaurant Bainbridge HD & R Independent Supermarket Bakehouse Craft Bakery Ltd bakers Baltic Restaurant Baltic McCoys restaurant Barn Moving On restaurant Barn Moving On! Restaurant Barter Inns pub chains Bass Leisure Retail pub chains Bay Café   café Bay Horse Pub/Restaurant Bay Horse Pub/Restaurant Bay Horse Inn Pub/Restaurant Beatfords Country   Pub/Restaurant Beehive Inn Pub/Restaurant Belfrost Frozen Foods Wholesalers & Distributors Belhaven Pubs Division pub chains Bell T & I Caterers Bensham Wholefoods Wholesalers & Distributors Bentley Close Farm Farm Shop Berwick Garden Road farmshop Besford Fresh Foods Caterers Bestway Northern Ltd Processor Beswicks Restaurant  Restaurant Better Sandwiches Sandwich/Deli shop/caterers Betty Barker's coffee shop Big Lamp Brewery Brewery Big River Catering Company Caterers Billy Boy Frozen Foods Wholesalers & Distributors Bird E A & Sons Butchers Birds [Derby] Ltd restaurant & catering chains Birkett   Butchers Black Beck Inn pub Black Bull Pub/Restaurant Black Bull Inn & Hotel pub Black Cock Inn s) pub Black Tie Caterers Blackfriars Restaurant Blackfriars Restaurant restaurant Blacksmith's Restaurant Restaurant Blakemore Foodservice Ltd Wholesalers & Distributors Blendex Spice co Ltd Food Manufacturers & Suppliers Bluebell Inns Ltd pub Bluebell Organics Food Manufacturers & Suppliers Blyth Valley Food Co-operative Processor Booths   (Supermarkets) Supermarket & grocery chains Border Game Angling  fishing Boss Hoggs Diner Restaurant Eurocrafts [Northumbria] Ltd Food Manufacturers & Suppliers Bower House Inn restaurant Brambles Coffee Shop café Brambles Foods Ltd Food Manufacturers & Suppliers Brantwood restaurant Breezers   restaurant Brockbushes Processor Brockbushes retail outlet/tearoom Brook House Inn restaurant Broom Mill Farm farmshop Budgens Stores Convenience Stores Buffets 'r' us Caterers Burn & Whalton [Butchers] Butchers Burnside Farm Foods farmshop Burnside Hotel hotel Burtonwood Brewery plc pub chains Bywell Smokery brewery C & C Frozen Foods frozen foods C J Lang & Son Ltd Forecourt Shops Cafe Bar 26 map     restaurant Café Lowrey Restaurant Café Lowrey restaurant Captain F N Widdrington shoot Captain N C Pease shoot Carter R & Son Catering Butchers Castell Howell Foods Ltd Wholesalers & Distributors Castlewood Farm Products Ltd Wholesalers & Distributors Cavalier Café & Catering Caterers Chapel House Stores Independent Supermarket Charlottes Pantry Caterers Cheviot Foods Wholesalers & Distributors Churchs Cuisine Caterers Church's Cuisine Processor Clarks Home Bakery bakers Clock Tower Restaurant Pub/Restaurant Close House restaurant/hotel Close House Country Club Restaurant Coach & Horses Pub/ Restaurant Cocked Hat Farm foods Wholesalers & Distributors Col Sir Ralph Carr-Ellison shoot Col. M Craster shoot Colbeck Henry Ltd Food Manufacturers & Suppliers Collander Wholesalers & Distributors Conoco Ltd Forecourt Shops Conran Restaurant restaurant & catering chains Cookson shoot Co-operative Group [CWS] Ltd Convenience Stores Coppice Restaurant Restaurant Corbridge Larder Delicatessen Cottage Rooms Cuisine shoot Country Harvest Processor Country Kitchen Catering Caterers Crab & Lobster restaurant/hotel Crake Valley Ltds) Restaurant Cranston's Butchers Butchers Crathorne Hall Restaurant Crathorne Hall restaurant/hotel Cross Keys Pub/Restaurant Cumbrian Inns Ltd Restaurant

72. Cumbrian Way Restaurant Damson Dene Hotel hotel Daniel Thwaites plc pub chains Dave Miller Dealer Delavel Butchers Butchers Deli At Darras Delicatessen Delifresh Food Manufacturers & Suppliers Delifresh Processor Denes Deli Sandwich /Deli shop/Caterers Dicksons Traditional Pork Butchers Butchers Dingle Dell Delicatessen Direct Line Suppliers Processor Dobbies Delicatessen Dodds   Restaurant Dollies Restaurant   Restaurant Donkin J [Bakers] Ltd bakers Dove Cottage Restaurant & Teashop tearoom Down to Earth Organics Food Manufacturers & Suppliers Dowson Blades Ltd Food Manufacturers & Suppliers Dr Matt Ridley shoot Dr Paul Weightman shoot Dr T G Quinn shoot Drunken Duck Inn Restaurant Dumfries Fish & Game fishmonger & butcher Dundee's Ltd Food Manufacturers & Suppliers Durham Foods Food Manufacturers & Suppliers Dyke Neuk pub Dysons (Grocers) Ltd grocery shops E H Booth & Co Supermarket & grocery chains East Otterburn Farm Poultry Food Manufacturers & Suppliers Edinburgh Bakery [WC Winship] Ltd bakers Elegant Sufficiency Delicatessen Elite Food & Drink Wholesalers & Distributors Ellwoods Poultry Ltd Food Manufacturers & Suppliers Epicurus Caterers Europa Foods Ltd Convenience Stores Eva Botanicals Ltd Food Manufacturers & Suppliers F M [Foods] Ltd Food Manufacturers & Suppliers F Simpson & Sons Dealer Factory Foods Processor Fairbairn J T & Son Butchers Falcon Inn Pub/Restaurant Fairway Foodservice plc Wholesalers & Distributors Farm Fresh Meats Butchers Farm Pak Foods Ltd Wholesalers & Distributors Farm to Fork Foods Food Manufacturers & Suppliers Farmfoods Frozen Foods Farmhouse Fayre farmshop Fawden Supermarket Independent Supermarket Federation Brewery B brewery Fellside Foods Ltd Food Manufacturers & Suppliers Feversham Hall restaurant/hotel Fish & Feather shop f'lunch Sandwich/Deli s hop/caterers Food for Thought Speciality food stores Food Network Co-op Ltd Wholesalers & Distributors Food Network Corporation Processor Foodline Food Manufacturers & Suppliers Forest Side Hotel and Restaurant Restaurant Foundation Foods Wholesalers & Distributors Four Rivers Brewery Ltd brewery Fox & Hounds Pub/Restaurant Frank Bird (Poultry) Ltd Food Manufacturers & Suppliers Fresh Element Food Manufacturers & Suppliers Freshways Food Manufacturers & Suppliers Front Page Pubs pub chains Fuller, Smith & Turner plc pub chains G D Green Butchers G Pacitto & Sons Ltd Processor G Thompson Processor Garden House Hotel Restaurant Gawith Hoggarth & Co, Ltd Wholesalers & Distributors Gebhard & Son Butchers General Havelock Inn Pub/Restaurant George Payne Butchers Gibbons International Processor Gibbons International Food Manufacturers & Suppliers Gillian Hunter Catering Caterers Gilpin Lodge map     Restaurant Glenisila Foods Ltd Food Manufacturers & Suppliers Gordon's Family Butchers Ltd grocery shops Greenways Independent Supermarket Gregg's plc restaurant & catering chains Groupe Chez Gerard plc restaurant & catering chains H A C Fenwick Esq.. shoot H Newbould Ltd Wholesalers & Distributors H. J. Heinz Company Limited Food Manufacturers &Suppliers Hadrian Game Dealer Haighs Workington Ltd grocery shops Half Moon Pub/Restaurant Hall & Woodhouse Ltd pub chains Hampshire Game Ltd Dealer Hamsteels Sausages Food Manufacturers & Suppliers Hanson Catering Butchers Harbour Inn Pub/Restaurant Harley Foods Ltd Food Manufacturers & Suppliers Harrison & Garrett [Douglas] Ltd Butchers Hartley Mains Farm Ltd farmshop Hawkshead Relish company Delicatessen Headlam Leisure Ltd pub/restaurant Henry Clark & Son (Butchers) Ltd Butchers Henry Hirst Ltd Wholesalers & Distributors Herdwick Inn pub Holystone Inn Pub/Restaurant Hon W Beaumont shoot Horner Harker shoot Horse & Farrier Inn pub Horsely Hall restaurant Hoult E Pork Shops Ltd Butchers Hunter House Poultry Food Manufacturers & Suppliers I D Catering Caterers Iceland Foods plc Frozen Foods International Cuisine Processor Ivor Dewdney Pasties Ltd Speciality food stores J & K Meats Butchers J Craigs Ltd shoot J D Weatherspoon plc pub chains J Freeman and Sons Ltd Food Manufacturers & Suppliers J Mitford QC shoot J P Stephenson & Son shoot J R Jams Food Manufacturers & Suppliers J Sainsbury plc Supermarket & grocery chains J Sawyer Butchers J T Parsons (Windermere) Ltd grocery shops J W Rae [Bakers] bakers J. E. Wilson & Sons Ltd Food Manufacturers & Suppliers J. M. Pratt Ltd Wholesalers & Distributors J. R. Birkett & Sons, Ltd Food Manufacturers & Suppliers J. Stobart & Sons Ltd Food Manufacturers & Suppliers Jackson's Wholesale Meat Ltd Processor Jak's Snax Sandwich /Deli shop/Caterers Jambo Restaurant restaurants James & John Graham, Ltd grocery shops James Beattie plc restaurant & catering chains James Campbell Butchers Butchers John Farrer & Co (Kendal) Ltd Wholesalers & Distributors John W. Carlisle Ltd Wholesalers & Distributors Johnson T R Butchers

73. Karen Rhodes Catering Caterers Kavli Ltd Wholesalers & Distributors Kendal Catering The Co pub Kendal Frozen Foods Ltd Wholesalers & Distributors Kerfoot Group Ltd Wholesalers & Distributors Kerry Foods, Processor Kirkharle Coffee Shop tearoom Kirky's Bakery Ltd bakers Kookaburra Processor L & A Dent Dealer L Robson & Sons Ltd fishmonger & butcher La Tasca Restaurants Ltd restaurant & catering chains Lambton Estate shoot Lanchester Dairies dairy Langdale Hotel & Country Club hotel & restaurant Langley Castle Hotel hotel & restaurant Larberry Pastures Food Manufacturers & Suppliers Lartington Lamb Food Manufacturers & Suppliers Lawson L & G, Ltds Butchers Le Riches Store Convenience Stores Leathleys Quality Fare Ltd Supermarket & grocery chains Lidl UK Gmbh Supermarket & grocery chains Linthwaite House Hotel and Restaurant     Lion & Lamb Inn Pub/Restaurant Log House Restaurant & Wine Bar restaurant Lord and Lady Vinson shoot Loughbrow Food Food Manufacturers & Suppliers Lowrie Foods Ltd Food Manufacturers & Suppliers Luminar plc restaurant & catering chains M & M Food Suppliers Food Manufacturers & Suppliers M & M Food Suppliers Ltd Processor M & P Gabrielle & Sons Food Manufacturers & Suppliers M S Catering Ltd Processor Macs Bakers bakers Mainsgill Farmshop & Tea Room Tea Room Manners for meat wholesalers butcher Maple Tree Corner map    grocery shops Marché Sandwich/Deli shop/caterers Mardale Inn map    pub Mardeo Restaurants Limited restaurant & catering chains Marina Arms Pub/Restaurant McCutcheon Eggs Food Manufacturers & Suppliers McIntyre Meats Dealer Meat of Excellence Butchers Melton Constable Pub/Restaurant Mickeys Meats Catering Butchers Middle May Lamb Food Manufacturers & Suppliers Milbourne Farm Fruit Food Manufacturers & Suppliers Mill Herbs Food Manufacturers & Suppliers Millers Catering Caterers Milligan's Bakery Ltd bakers Miners Arms Pub/Restaurant Mirehouse Historic House & Grounds tearoom Miss J E Allgood shoot Miss Philippa Stewart shoot Moorhouse Farm farmshop Mordue Brewery brewery Morgans Bakeries Ltd bakers Morpeth Deli, The Delicatessen Mr & Mrs D Davidson shoot Mr & Mrs D Wood Esq.. shoot Mr & Mrs H Askew shoot Mr & Mrs J Bell shoot Mr A Brown shoot Mr A Cockburn shoot Mr A G Waugh shoot Mr A Hall shoot Mr A J Kelcher shoot Mr A Robinson shoot Mr A Scott shoot Mr A Wood shoot Mr and Mrs R Fleming shoot Mr B Shepherd shoot Mr B Shepherd shoot Mr Baker shoot Mr C Baker-Cresswell shoot Mr C J Pumphrey shoot Mr C Johnson shoot Mr Colin Lawley shoot Mr Craggs shoot Mr Craig Mavin shoot Mr D A & Mrs Cowen shoot Mr D Dixon shoot Mr D Dunn shoot Mr D G Davison shoot Mr D J & Mrs Enderby shoot Mr D Lawson shoot Mr D S Gray shoot Mr D Scott shoot Mr D Stephenson shoot Mr David Hall Jnr shoot Mr David Wood shoot Mr Derek T Scott shoot Mr Des Cochrane shoot Mr E A Wrangham shoot Mr E G Brown shoot Mr E R & Mrs Nicholl shoot Mr E Turnbull shoot Mr Edward Aitchison shoot Mr F Armstrong shoot Mr F G Beadon shoot Mr F Watson-Armstrong shoot Mr G A Carmichael shoot Mr G F Chisholm shoot Mr G J Baker Cresswell shoot Mr G J Benson shoot Mr G Jefferson shoot Mr G Miller shoot Mr G P & Mrs Renwick shoot Mr G Ropner shoot Mr G Tait shoot Mr G W Pepper shoot Mr Geoffrey W O'Connell shoot Marpletime plc pub chains Martins Cash & Carry Wholesalers & Distributors Master Baker Ltd bakers Maxway Food Products Food Manufacturers & Suppliers Maysan Foods Food Manufacturers & Suppliers Mr George Benson shoot Mr George J Benson shoot Mr Gordon P Carter shoot Mr H & Mrs Tulip shoot Mr H Annet shoot Mr H G R Baker-Cresswell shoot Mr H Leuckert shoot Mr H W & Mrs Cheswright shoot Mr Henry F & Mrs Patricia Frew shoot Mr Howard C Dawe shoot Mr Howard Dawe shoot Mr I E & Mrs Carmichael shoot

74. Mr I Mitchell shoot Mr I O & Mrs Mounter shoot Mr I Urwin shoot Mr I Wightman shoot Mr Ian Carmichael shoot Mr Ian Craigs shoot Mr J A Briggs shoot Mr J A Straker shoot Mr J Boon shoot Mr J Carr-Ellison shoot Mr J H & Mrs Lovett shoot Mr J H Marris shoot Mr J H Robertson shoot Mr J Izat shoot Mr J J & Mr R J Evans shoot Mr J J Craigs shoot Mr J N Douglas-Menzies shoot Mr J Nicholson shoot Mr J P Anderson shoot Mr J Raine shoot Mr J Robertson shoot Mr J S North Lewis shoot Mr J Stobo shoot Mr J Trevelyan shoot Mr J W Gatenby shoot Mr J W McCauley shoot Mr John H & Mrs Julia R Trotter shoot Mr Johnson shoot Mr K Jones shoot Mr K Pattinson shoot Mr Kevin Gavaghan shoot Mr Lee shoot Mr M Clennell shoot Mr M Ridley shoot Mr M Todd shoot Mr M W & Mrs Orde shoot Mr M White shoot Mr Makepeace shoot Mr Mann shoot Mr Michael J Suddes shoot Mr Nelson shoot Mr O Purvis shoot Mr P & Mr J Hillerby shoot Mr P Bell shoot Mr P Bridgeman shoot Mr P J & Mrs Lees-Millais shoot Mr P Savage shoot Mr P Turner shoot Mr Paul Torday shoot Mr Peter Tweedy shoot Mr Philip Walling shoot Mr R Bateson shoot Mr R D Gaisford shoot Mr R D Hamilton-Russell shoot Mr R Fleming shoot Mr R Gaisford shoot Mr R Glendinning shoot Mr R H Dickinson shoot Mr R J & Mrs Booth shoot Mr R M & Mrs Landale shoot Mr R Mackintosh shoot Mr R Sloan shoot Mr R T Straker shoot Mr R W & Mrs Middleton shoot Mr R W Flemming shoot Mr S C Enderby shoot Mr S Hyslop shoot Mr S McCormack shoot Mr S Mills shoot Mr S Riddell shoot Mr S Whitfield shoot Mr S Wight shoot Mr Stephen Mitchell shoot Mr T A Carroll shoot Mr T Middlemiss shoot Mr T Morris shoot Mr T Morrison shoot Mr T W F Chrisp shoot Mr Terry Smyth shoot Mr Thomas A & Mrs Janet A Cowie shoot Mr Thomas Telford shoot Mr W Landale shoot Mr W M & Mrs Aitchison shoot Mr W Storer shoot Mrs B's - Superb Modern British Food Restaurant Mrs Catherine Stewart shoot Mrs M Dickinson shoot Mrs McWilliam shoot Mrs P Torday shoot Mrs P's Country Kitchen shoot Mrs Sue Bolam shoot Murray the Bakers Ltd bakers N E Braithwaite Esq. .shoot National Trust Enterprises Ltd restaurant & catering chains National Trust for Scotland restaurant & catering chains Natural Science Ltd Food Manufacturers & Suppliers Netto Foodstores Ltd Supermarket & grocery chains New Barns Farm Shop New Three Mile Inn Pub/Restaurant Newcastle Racecourse Pub/Restaurant Nicholson Butchers Butchers Nipoti Delicatessen Delicatessen North Acomb Farm Shop farmshop North Country Lass Wholesalers & Distributors North East Meats Processor North Eats Ltd Wholesalers &Distributors North L Shoot shoot Northumberland Game Dealers Dealer Northumbria Inns Ltd map pub chains Northumbrian Caterers Caterers Northumbrian Fine Foods Ltd Processor Northumbrian Quality Meats Butchers Oakcellar Ltd Restaurant Old Burdon & Sharpley Hall Farms farmshop Old Orleans Restaurant Restaurant Ord J A & Sons shoot Original Masons Pub/Restaurant Out of Town Restaurants Ltd restaurant & catering chains Oxford Farm Preserves Food Manufacturers & Suppliers Palmer & Harvey Mc Lane Ltd Wholesalers & Distributors Paradise Foods Processor Park View Deli Delicatessen Peggy's   bakers Peircebridge Farm Organics Food Manufacturers& Suppliers Pepper Mill   Restaurant Peterborough Game Dealers Dealer Peter's the Bakers Processor Phileas Fogg Food Co Processor Philip Scrope Esq.. shoot Piperfield Pork Butchers Plawsworth Foods Processor Pollock Williamson Butchers Porthole Eating House map    Restaurant Premier Meats Processor Pret-á-Manger [Europe] Ltd restaurant & catering chains Prime Buys Food Manufacturers & Suppliers Prime Cut Catering Butchers Proudfoot Group Convenience Stores Quayside Frozen Foods frozen foods

75. R & A Jobes Food Manufacturers & Suppliers R & L Darling farmshop R A Norman Processor R Dodd Esq.. shoot R H Cowen shoot R Manners & Sons Ltd Butchers R Wilson shoot R. P. Winder Meats (Cumbria) Ltd wholesale butchers Raby Estate shoot Rail Gourmet UK Ltd restaurant & catering chains Ravensworth Arms Hotel Pub/Restaurant Ray Demesne shoot Ray Demesne shoot Red Lion Inn Pub/Restaurant Red Lion Inn Pub/Restaurant Red Lion Inn map Pub/Restaurant Richard Guys Real Meat Company Butchers Rick Bestwick Dealer Ridge Farm Pub/Restaurant Rising Sun Farm Trading Co Ltd farmshop Riverside Deli Sandwich/Deli shop/caterers Robertson's Prime Butchers Rockafella's restaurant Rockmidsted Farm Food Manufacturers & Suppliers Romford's Outside Catering Rose & Crown Pub/Restaurant Roseden Farm Shop cafes Ross Pickles Ltd Food Manufacturers & Suppliers Rove Restaurant Royal Hotel & Restaurant map    Restaurant Russell Hume Ltd Wholesalers &Distributors Ryton Supermarket Independent Supermarket Sawyers Deli Delicatessen Scottish & Newcastle Retail pub chains Scotts Café   cafes Shawwood Farm Free Range Egg Food Manufacturers & Suppliers Sheila's Cottage Country   cafes Shepherd Neame Ltd pub chains Shepherd's Arms Hotel Pub/Restaurant Shepherds Foods Ltd Convenience Stores Shepherds Inn   Pub/Restaurant Shiremoor House Farm Pub/Restaurant Shooting Bywell shoot Simple Simon Foods Ltd Wholesalers & Distributors Simpsons of Sunderland Butchers Sir Anthony Milburn Bart. shoot Sir Hugh Blackett shoot Sir P Gadstone shoot Sir Tom Cowie shoot Somerfield plc Forecourt Shops Spillers Milling Ltd Food Manufacturers & Suppliers Squirrel's Pantry map     tearoom Station Buffet    Restaurant Stone Close Tea Room and B&B tearoom Strickland Arms Hotel & Restaurant  Restaurant Sunflower Catering Caterers Supply Direct Food Manufacturers & Suppliers T & E Fish & Game Supplies Ltd    wholesale butchers T Michelle frozen foods T N Sanderson shoot T P Beeston Food Manufacturers & Suppliers Tadcaster Pub Company pub chains Tanfield Foods Processor Tankerville Arms Pub/Restaurant Taylor Foods Ltd Food Manufacturers & Suppliers Taylors Bakery bakers Teesdale Game and Poultry wholesale butchers Tesco plc Convenience Stores The Abbey Tavern   Restaurant The Anchor Inn Pub/Restaurant The Applegarth Hotel & Restaurant   The Bank Tavern Pub/Restaurant The Barn Shop and Tea Room    Tea Room The Baron of Beef Ltd Butchers The Blagdon Farm Shop Farm Shop The Bridge Inn Pub/Restaurant The Buccaneer Pub/Restaurant The County Stores [Somerset Holdings] Ltd Butchers The Durham Brewery brewery The Errington Arms Pub/Restaurant The Family Butcher Butchers The Food Factory   Restaurant The Food Network Ltd Wholesalers &Distributors The Foxhunters Pub/Restaurant The Gamekeeper Pub/Restaurant The Great British Pub Company pub chains The Hambleton Group Food Manufacturers& Suppliers The Hamper People Wholesalers & Distributors The Head of Steam pub chains The Herb Patch Food Manufacturers & Suppliers The Hon C R Beaumont shoot The Hon W P Beaumont shoot The Hon. E Douglas-Hume shoot The Hon. T Crosbie-Dawson shoot The Honourable M W Ridley shoot The Jeroboams Group Speciality food stores The Keelman Pub/Restaurant The Linen Room Restaurant The Lord Hastings shoot The Lord James Percy shoot The Manor House Inn Pub/Restaurant The Moon   Restaurant The Old Crown Restaurant The Old Mill    Restaurant The Pack Horse Pub/Restaurant The Pheasant Inn Pub/Restaurant The Plough Inn Pub/Restaurant The Poachers Cottage Pub/Restaurant The Punjab Kitchen Ltd Food Manufacturers & Suppliers The Real Soup Co Ltd Food Manufacturers & Suppliers The Screes Hotel Pub/Restaurant The Seafeild Restaurant Caterers The Shop Caterers The Sizzling Piggy Caterers The Tavern Pub/Restaurant The Treehouse Restaurant The Treehouse Restaurant The Ugly Duckling  Restaurant The Union Jack   Restaurant The Village Inn and Restaurant Restaurant The Village    Restaurant The Viscount Devonport shoot The White Swan Inn Pub/Restaurant The Wolverhampton & Dudley Breweries plc pub chains Thomas the Baker bakers Thompson Bakery bakers Thompson Hugh Catering Butchers Thorpe Farm Peel House farmshop Throncroft Ltd Wholesalers & Distributors Tindale & Stanton Processor Topdeal Meats Ltd    Butchers Trotters Family Bakers bakers Tully's of Rothbury Delicatessen Twin Farms Pub/Restaurant Viscount W Allendale shoot Voyager Foods Processor W. McClure Ltd map    grocery shops Walker Meats Processor Walkers Bistro map    Restaurant Warren Butterworth Catering Butchers Watergarden Restaurant Restaurant

76. Waterside Wholefoods    cafes Weddel Swift Distribution Ltd Processor Well Hung and Tender Butchers Westholme Farm Meats Butchers Westholme Farm meats Butchers Wetheriggs   Restaurant Whitbread plc pub chains Whitburn Caterers Caterers Whitley Bay Meat Company Processor Whitworth Hall Estates Ltd shoot Wicken Fen Processor Wild Thyme Catering Co Delicatessen William Christie [Butchers] Ltd Butchers William Peat Ltd Food Manufacturers & Suppliers Williams & Bunkell Delicatessen Willow Cottage Preserves Food Manufacturers & Suppliers Wm Morrison Supermarket plc Supermarket WMH Farm Fresh Meats Butchers Yorkshire Game Dealer

77. FSA APPROVED MEAT PLANTS IN THE NORTH EAST REGIONS ESTABLISHMENT EHO, COUNCIL A L Robinson Ltd Newcastle City Council Bridgewater Bacon City of Sunderland Castle Bank Butchers City of Durham Challenger Foods Ltd City of Sunderland Craigrran Fresh Foods Easington DC D.Yager Derwentside DC Durham Foods City of Durham E.Hoult North Tyneside Council Fairfax Meadow Limited Gateshead Council Fenwicks Family Butchers Darlington DC Findus Ltd North Tyneside Council Fothergills Pies Derwentside DC Fresh ElementsLtd Newcastle City Council G Franklin (Butchers) City of Sunderland Gelders Bakery City of Sunderland General Mills Berwick Ltd Berwick on Tweed B C Greggs Balliol Park North Tyneside Council Greggs Plc Newcastle City Council H Coates & Son City of Durham H Taylor & Son Darlington DC Haines & Sons Ltd Darlington DC Henry Hirst (Provisions) Ltd North Tyneside Council International Cuisine Ltd Derwentside DC J E Carter Darlington DC J. Lochner Ltd Darlington DC JK & P Halliday City of Sunderland Kerry Foods Ltd City of Durham Kookaburra Ltd Easington DC Kookaburra Ltd (Burralee) Easington DC Lanchester Dairy Derwentside DC Lawsons City of Durham ESTABLISHMENT EHO, COUNCIL Maxway Food Prod's Ltd Berwick on Tweed B C Milligan's Bakery Ltd Newcastle City Council Monument Foods City of Sunderland Mr Lazenby's, Lazenby Ho Stockton-on-Tees BC Munchies Gateshead Council Murrays The Bakers Ltd Darlington DC Newton Home Bakery Darlington DC Oris Ltd City of Sunderland Oris Ltd City of Sunderland Pipers City of Sunderland Prest & Villiers Ltd Darlington DC R. Carter & Sons Berwick on Tweed B C Ravendale Foods Ltd Derwentside DC Ravendale Foods Ltd Derwentside DC RE Young City of Sunderland RG Foreman and Son Berwick on Tweed B C Richardsons Foods Derwentside DC Rothbury Home Bakery Alnwick Distirct Council Sahi Frozen Foods Limited North Tyneside Council Salad Days Limited Derwentside DC Spittal Foodstore Berwick on Tweed B C Staddlers Stockton-on-Tees BC Stirling Meats Easington DC Stirling Meats Easington DC Superior Meat Processors City of Sunderland T I Bell City of Sunderland Tanfield Food Company Derwentside DC The Village Pork Shop City of Sunderland Tindale & Stanton Derwentside DC Trotters Family Bakery Berwick on Tweed B C Urpeth Developments Ltd City of Durham

78. COSTINGS: WALK IN COLD ROOMS

79. QUESTIONNAIRE FOR THE NORTH EAST REGION GAME MEAT INDUSTRY [SHOOTS] Name Shoot name Address Tel E mail 1 What type of game do you have available during the season and what volume? Pheasant No Yes Volume/season Red Legged Partridge Grouse Mallard Rabbit Pigeon Venison 2 How important is the sale of game to your operation ? Very important Quite important Important Not at all 3 Are you already selling game Yes No £ Volume 4 What volume and prices are achieved when selling Grouse Pheasant Mallard Venison Red Legged Partridge Rabbit Pigeon 5 What variation in prices do you see over the season? Pheasant Pigeon Grouse Rabbit Venison Mallard Red Legged Partridge 6 Do you have available correct facilities for Handling game? No Yes 7 Are you aware of the new game meat regulations coming into force 1st Jan 2006 No Yes 8 How is your game supplied to game dealers? Delivered Time taken Volume per journey Journeys per week Miles travelled Other Picked up 9 How could the selling of game be improved to help you? 10 How would you like to see the game meat industry improved supply chain being supported in the North East region? Public funding Other Marketing Comment 11 Why should the consumer buy game Healthy? Tasty Rural Convenient Wild Image Cheap Exclusive Other 12 What are the main restrictions to you selling game? Poor infrastructure Image Regulations Availability Margin Other Time Blood sport 13 General comment

80. QUESTIONNAIRE FOR GAME MEAT SUPPLIED TO GAME DEALERS & PROCESSORS Name: Tel: Business Name: Fax: Business Nature: E mail: Address: 1 What size is your operation? Employees Turnover [p.a.] What Geographical area do you pick up game from :[tick all appropriate] North N'land/Borders Northumberland West N'land/CumbriA Tyne & Wear Tees Valley Durham Other where? 3 Are you aware of the new game meat regulations coming into force 1st Jan 2006? Yes No 4 If Yes - has any relevant training been completed? Yes No 5 Are you aware of the term 'Trained Hunter'? Yes No 6 Do you have sufficient storage facilities? Yes No 7 Do you have sufficient processing facilities? Yes No 8 Would additional facilities improve your business? Yes No If Yes specify What types of game do you handle? [tick as appropriate]? Number Pheasant Rabbit Red Legged Partridge Pigeon Grouse Venison Mallard 10 What volumes do you handle, per season Pheasant Rabbit Red Legged Partridge Pigeon Venison Mallard Grouse 11 How do you receive your game? Do you collect? Is it delivered? Other [specify] 12 Can this be improved? Yes No If Yes how? Please specify 14 What are the main restrictions on game meat business? Inconsistent supply Regulations Others please state Consumer demand Margins What are the main inconsistencies with supply? Fluctuating volumes Seasonality Quality variation Other [specify] 16 How best could your suppliers help? 17 Which markets do you supply with game meat? [tick as appropriate] Local catering local Retail Direct to end consumer Wholesale Export National caterers Multiple retail Other 18 Do you know what the consumer wants Yes No 19 Have you carried out any market research? Yes No 21 What level of communication do you have with your customers? High Medium None Low 22 How do you market your products? Word of mouth Price promotion Web site Advertising Sales force Packaging Other [please specify] 23 Do you add value to the product? Yes No 24 If Yes - How? Boned Portion Burgers/ sausages/ mince Ready Meals Pre cooked Stuffed Chopped Skinned Other [please specify] Oven ready joints

81. 25. How does the demand for game meat vary throughout the year? HIGH MEDIUM LOW Winter Summer Spring Autumn 26 Are the end consumers aware of the different seasons? Yes No Don't Know 27 Have you seen any trends emerging in the last five years? Yes No 28 If yes, what are they? Why should the consumer buy game? Healthy Convenient Good flavour Reared in wild Cheap Exclusive Other Comment 30 How would you like to see the game meat industry being supported in the NorthEast region? Improved supply chain Marketing Public funding Other Comments 31 What are the main barriers experienced in your operation preventing greater success and further expansion? 32 Where do you see your main opportunities?

82. QUESTIONNAIRE FOR THE DEVELOPMENT OF THE GAME MEAT INDUSTRY [RETAILERS} Name: Tel: Name: E mail: Nature of Business: Address: 1 What size is your operation? small [<6 staff] med [7-20] large [21-50] v.large [51>] 2 Turnover £ Tick the relevant box (s) indicating your business type National retailer Independent retailer Restaurant/pub chain Independent Restaurant/pub National cash & carry group Independent butcher Independent cash & carry group National butcher direct delivery Mail order/internet/ Outside caterer Farm shop Delicatessen Fast food outlet Other 4 Do you sell Game Meat? yes no go to ques 6 5 What type of Game Meat do you sell? Pheasant Rabbit Pigeon Red Legged Partridge Venison Grouse Mallard 6 Which is the most popular? Pheasant Rabbit Pigeon Venison Grouse Mallard Red Legged Partridge 7 Do you sell added value Game Meat yes no 8 If no why do you not sell game. Poor availability Poor quality Expensive Inconsistent Difficult to prepare Sasonality Consumer unfamiliarity Small margin Limited knowledge Other 9 If you would like more information on gamemeat please specify If you sell game in what form is it i.e. sausages, ready meal, portion joint, smoked, cooked, raw, sliced, soup, pates/terrines, whole etc How do you understand the end Prestigious consumer views game meat.? Cheap Local Expensive Healthy Tasty Other Unique/Unusual What do you perceive the main consumer benefits to consuming game meat ? Local Expensive Cheap Luxury Healthy Pheasant Red Legged Partridge Grouse Mallard Rabbit Pigeon Venison What do you perceive to be the main trade benefits to utilising game meat ? Improved margin Support local trade Good quality Giving the consumer what they want Good value Many uses Other 14 How do you find the availability of the game supply? very good good poor very poor average non-existent 15 How do you find the reliability of the game supply? very good good poor very poor average non-existent 16 How do you find the consistency of the game supply?very good good poor very poor average non-existent

83. 17 Are you aware of the Game seasons? yes no 18 What volume of Game Meat do you sell in a season? kilos Are you aware of the new game meat regulations coming into force on 1st Jan 2006? yes no 20 Do you receive enough contact from your Supplier? yes no How important is traceability and provenance to you and your customers? very not very not bothered Do you require additional facilities to sell Game Meat? yes no 23 If yes explain 24 Do your staff understand Game Meat? yes no don't know If more Game were available - would you buy it? yes no 26 And do you actively market Game Meat? yes no 27 Do you actively research your consumers wants and needs? yes no What do you see the main barrier/s to selling more Game Meat? Poor infrastructure Blood sport Regulations Image Availability Other Price/profitability Time 29 What do you see as the main opportunities for Game Meat in the North East?