Top chef Lee Maycock teaches the catering students of Hertford Regional College how to recognise and cook various game meats. Lee’s enthusiasm is infectious. Game-to-Eat has invested more than £1.5 million in promoting game meat over the last 10 years. Since Game-to-Eat started in 2002, game sales have increased 92% and the market is now worth £75m (Mintel 2010). Last season the campaign promoted game to 55.6m people (it would have cost £1.1 million to achieve this through above-the-line advertising). These figures show an astonishing success story, but they only scratch the surface of what the campaign can achieve. Working with the trade to do demonstrations and workshops for catering students such as those featured in the film, and tastings for the public at shows, in supermarkets and at pubs, the campaign is hugely busy.
Visit www.gametoeat.co.uk for more details.