The Scottish Venison Association can announce that it is receiving £50k funding support from the Scottish Government to help maintain supply chains, raise awareness and increase visibility and purchase of Scottish venison products through a tactical campaign starting in December.
The funding, being delivered through SAOS and Scotland Food & Drink, is the first project to come through the new industry-led Food and Drink Recovery Plan for Scotland’s farming, fishing and food and drink sector announced last week. The funds are vital in supporting the wild venison sector particularly through the main period of the hind cull.
Market data shows that venison sales through UK retail/grocery remain strong, increasing by 10 percent (year to September 2020) but the restaurant, catering and hospitality sector has been decimated by Covid-19 restrictions with a consequential impact right back down the supply chain.
Local sales and mail order have been growing but not enough to compensate for lost restaurant and other food service sales. Export orders have also been hit hard by Brexit uncertainty.
The £50k online campaign through Edinburgh and London based agency The Gate has been developed to support all channels of trade and both wild and farmed venison supply. Targeting predominantly London and SE England and Scotland, it will run from December into the New Year.
Complementary to this, and an essential part of the mix that will dramatically increase the campaign’s promotional value and impact, is an upswing in PR and online activity from all elements of the sector.