BGA Kitemark now found in Major Supermarkets across the UK

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, reassuring customers of the provenance of the game meat products they are buying.

Game meat bearing the British Game Alliance kitemark has been produced on estates subject to independently assured high welfare and environmental standards. This stamp of assurance gives consumers confidence in the traceability, sustainability and quality of the game they eat. The fact Sainsbury’s customers can find the kitemark while doing their supermarket shop is a huge step forward for the game meat sector.

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 21st October 2020. The game will sit alongside Sainsbury’s Scottish Wild TTD Range and Holme Farmed Venison’s own branded Parkland range of Venison.

Liam Stokes, BGA Chief Exec 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.”