Is Eating Game the Secret to Saving Countryside Traditions?

Do We Really Need Eat Wild?

I have now returned from maternity leave and used the time as an opportunity for reflection. There has been a levy board for farmed meat since 2008. The Agriculture and Horticulture Development Board (AHDB) was formed by the consolidation of the British Potato Council, Home-Grown Cereals Authority, Horticultural Development Council, Meat and Livestock Commission, and Milk Development Council. It is a statutory levy board funded by farmers and others along the supply chain to support and improve the competitiveness and sustainability of Great Britain's agriculture and horticulture sectors. Exactly what Eat Wild does with game, but using a voluntary levy that has limited take-up.

What does Eat Wild do?

Eat Wild is doing something that really matters — building public support for shooting by showing its true value through food. By getting game on more plates, into more kitchens, and in front of new audiences, Eat Wild helps create social licence for shooting and the countryside. It changes perceptions, tells the real story, and shows how wild food can be part of a modern, sustainable lifestyle. Shooting isn’t just a countryside tradition – it’s a vital part of how many British farms manage land, wildlife, and food production. This campaign is about backing those who care for the countryside and putting real, wild food on British plates. This is about much more than just great food — it’s about defending a way of life, and making sure shooting has a future.

Sector Changing

Over the last few months, we have seen just how important this work is. Some game dealers have criticised us for drawing attention to the oversupply of partridge, while others have praised us for highlighting the issue and pledged to take more birds home this season. Sporting agents have welcomed the new markets we are opening up, though we know some shoots remain frustrated with delays in payment for their birds. These conversations—whether positive or challenging—prove that Eat Wild is sparking debate and driving change in the game meat sector.

With such a small team, our progress may sometimes feel hard-won, but the results speak for themselves. Eat Wild is making an impact. We are building markets, inspiring chefs, and ensuring game is seen, cooked, and enjoyed by more people than ever before.

Do We Actually Need Eat Wild?

We firmly believe the answer is yes—but we want to hear your views too. Our mission is clear: the only sustainable way to justify shooting in this day and age is to ensure that every bird shot is eaten. Food is the most powerful way for people to understand and appreciate the work carried out in the countryside, and Eat Wild exists to make that connection.

Let me know in the comments your thoughts or if you would like to support us, you can donate here.