Proven Performance from The Highland Hill Larder
This guide is designed for butchers, game dealers and processors working with venison and other game meats.
As the game season begins to wind down, independent butchers and game dealers have a golden chance to make the most of one of the year’s most talked-about products: venison.
Across the UK, both consumer awareness and retail demand for game meat are rising, with data showing retail spending on game (including venison) growing strongly — up 15.2% year on year as more shoppers seek healthier, sustainable meat options. Meanwhile globally, venison sales continue to trend upwards, driven by interest in lean, high-protein meat alternatives.
Why Venison Works for Butchers
Venison’s reputation as lean, premium red meat makes it highly attractive to customers — but its low fat content can make texture a real challenge, especially in burgers and sausages. That’s where the right mix makes all the difference.
Sam Kelly of The Highland Hill Larder knows this only too well. Over the past five years — since setting up as a licensed venison dealer and building his own processing facility — Sam has experimented with a range of recipes to find what truly works with wild deer. His insights are a great illustration of how the right blends can elevate a venison product:
“I initially trialled the American Chargrill Burger and found it was an excellent mix for adding to my venison. Not only did it have a unique flavour, it had a great texture, something that can be quite tricky to get right with venison. It has been very popular with my customers over the years and I hope to continue using it in the future.”
— Sam Kelly, The Highland Hill Larder
That balance of flavour and texture is critical. Sam’s experience underlines how a well-developed blend — even one from outside the traditional game category — can add both consistency and point-of-sale appeal to a venison range.
Sam also highlights the benefits of offering options that meet dietary needs without compromising quality:
“I also use the Gluten-free Game Burger. This again has been a great mix as it has provided an excellent texture. I tried many different gluten-free mixes and in most cases have found that they can be very dense. This mix not only has a lovely herb flavour but helps me deliver the right texture consistently to regularly returning customers.”
— Sam Kelly, The Highland Hill Larder
Both of these products demonstrate how targeted game mixes can support customer retention and repeat sales — whether for classic venison sausages or more specialised offerings like gluten-free game burgers.
Selling the Season and Beyond
With venison performing well both at retail and on menus — particularly as consumers seek high-quality and sustainable meats — there’s never been a better time to reinforce your venison range with superior mixes. Classic venison blends like Hunter’s Feast bring out the rich, traditional game notes customers expect, while innovative mixes like American Chargrill or gluten-free options can broaden the appeal of your venison lineup.
Whether you’re crafting seasonal specials or building a year-round offering, choosing the right venison mixes helps ensure flavour, texture and consistency — all key drivers of customer satisfaction and sales growth.
Contact the Team below on which are the best options for you, and try a free sample before you buy.