It’s official in foodie circles, venison is the new beef. But this is one fashion that’s no flash in the pan (although despite its reputation as a ‘tricky’ meat to cook, a quick flash in the pan is all it really needs).

Farming entrepreneur Nigel Sampson of the North Yorkshire based Holme Farmed Venison has seen sales of his produce increase by 165 per cent over a two year period. And he is confident that business will continue to boom.
“I’m delighted to announce that 2006 was a record year for sales across the board, we’ve taken record supermarket orders over the summer period, that peaked into a frenzy over Christmas. Our orders were up significantly across the board, seeing a 70% increase in supermarket, catering and independent sectors. Farmshop orders were particularly strong and we predict this will be a growth market for venison.”

“I’m confident that this trend is set to continue. We recently met with a team of international development chefs from a major food service company, keen to cook with our venison. The senior development chef, tasked with tracking food trends predicted that venison will be as much in demand as beef by 2012,” continues Sampson.

The mainstream appeal of venison can be backed up by the multi-million pound advertising campaign by the pub chain Beefeater, their strapline? VENISON EATER, you get all kinds of EATERS at Beefeater. Proof, that venison has found acceptance & familiarity with consumers.

In the trend for local sourcing and healthy eating, venison is a sure bet, and the supermarkets have taken notice.

Sampson continues, “Venison is low in fat and very high in Omega 3 oils—and these are key to the surge in appeal. There’s been a great deal of publicity surrounding the cattle industry working to put more Omega 3 in beef, but it occurs naturally in venison. If you are going to eat red meat, the healthiest option by far is venison.”

Yorkshireman Nigel returned to his roots in 1990 following two years of deer farming on the island of Jura on the West Coast of Scotland, and launched Holme Farmed Venison the same year with a herd of 400 deer on his farm just outside York and tiny headquarters behind a butcher’s shop in Boston Spa.

Two years ago, he moved his business to a purpose built 10,000 square foot EU approved factory in Sherburn-in-Elmet, investing three quarters of a million pounds in the business with the assistance of a Defra grant. He now has a staff of thirty, and manages a herd of 2,000 deer on his own and associated farms.

Quality is the by-word for HFV and Sampson believes this, coupled with the growing popularity of venison as a lower fat and cholesterol, higher protein alternative to beef, is at the heart of his company’s success.

For more information visit www.hfv.co.uk