Why Venison Is Suddenly the Hottest Meat in Town
It isn't all due to the brilliant work of the Eat Wild team, there is a sad reason why people are turning to venison.
Demand For Venison Soars
It’s a great day in the office when a stockist calls to say they can’t get hold of any venison – all the game dealers they’ve spoken to are out of stock. Sadly, I can’t put all the glory at Eat Wild’s door. Although we’ve been opening up new markets and moving large volumes of venison, there’s actually a less positive reason behind the shortage: beef prices are increasing by 17% year on year.
The price of beef in the UK has risen sharply, with prime cattle deadweight prices now £2 per kg higher than during the same period last year. According to AHDB, the average beef price was up 6% year on year for the 12 weeks ending 20 April 2025 and currently sits £2.11/kg above year-ago levels. Some finished cattle prices have even been approaching £7/kg deadweight.
In the week ending 10 May 2025, the average overall GB deadweight steer price stood at £6.98/kg – an increase of £1.42/kg (25%) since the start of the year. The price is now £2.11/kg higher than a year ago and £2.68/kg above the five-year average.
This has had a huge knock-on effect on those who feature beef on their menus, prompting many to look for more affordable alternatives. This is where venison comes in – and we at Eat Wild can highlight the many benefits of wild meat.
I have mixed emotions about this shift. My cousins are beef farmers and rely on that income, though they’re adapting by diversifying – running smaller herds and selling beef boxes directly to consumers rather than supplying restaurants. We absolutely need to eat venison and reduce deer numbers, so it’s fantastic that demand is growing. However, we must ensure restaurants aren’t promoting venison as a sustainable alternative and then serving farmed deer.
I’ve spoken to a few restaurants (ahem, Zizzi) recently to find out whether the venison on their menus was wild or farmed – and they couldn’t give me a clear answer. There’s still a real need for education about the differences, and while I applaud those exploring alternative proteins such as venison and pheasant, it’s vital they have all the facts in place before making sustainability claims.
