Pheasants and quails will be sold as supermarket ready meals in a campaign to lose their "posh meat" image, British Game Alliance has announced.
Pheasant casserole ready meals may become a staple on our supermarket shelves, according to a new campaign group aiming to change the UK’s perception of game.
The British Game Alliance, which is launching later in April, wants to ensure the future of our game industry post-Brexit, by showing that the meat is more sustainable and ethical than other varieties, and that it can be very easy to cook.
Thomas Adams, the Managing Director of the BGA, said the group hopes to re-brand game and make it a regular fixture of the country’s shopping baskets.
He explained:...