Are you game?

Country Life Every Week - - Town & Country -

Ear­lier this month, the ground­break­ing Bri­tish Game al­liance (BGA) was launched as the much-needed, of­fi­cial mar­ket­ing board for the UK game in­dus­try, sup­ported by De­fra, BASC and the Coun­try­side al­liance, among oth­ers

(Town & Coun­try, Fe­bru­ary 28). a not-for­profit or­gan­i­sa­tion, it aims to pro­mote the value of feath­ered game to the pub­lic, as well as ex­plor­ing new mar­kets, both at home and abroad. The BGA will also run a Bri­tish-game as­sur­ance scheme, to make sure that all game prove­nance meets rig­or­ous eth­i­cal stan­dards.

‘One thing i am ab­so­lutely clear on in my mind: if a bird is not go­ing to be eaten, it can­not be shot. That is the ba­sic prin­ci­ple of our sport,’ ex­plains BGA pa­tron Lord James Percy. among the Bga’s aims are en­sur­ing that birds are healthy and fully adapted to the wild, that game is sold at a fair price and that shoots ben­e­fit wildlife, wood­lands and land­scapes.

it also hopes to im­prove the pub­lic’s per­cep­tion of game meat, thereby ben­e­fit­ting the in­dus­try, and wishes to see more game meat on su­per­mar­ket shelves, in restau­rants and on din­ing ta­bles. The ex­pec­ta­tion is that the BGA stamp of ap­proval will of­fer as­sur­ance to both shoots, which can seek ad­vice when­ever they need it, and con­sumers. a tiered mem­ber­ship sys­tem will make the BGA ac­ces­si­ble for shoots of all sizes.

Guns will be able to con­trib­ute to the cause, too, with par­tic­i­pat­ing shoots of­fer­ing pay­ing guns a vol­un­tary levy of 50p per bird. Visit www.britishgameal­liance.co.uk for fur­ther in­for­ma­tion and to sign up.

From shoot to ta­ble: the Bri­tish Game Al­liance is aim­ing to get more game meat in shops

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