German discount retailer Aldi has signed a deal with Dundee-located Highland Game to source its wild venison products including burgers, steaks and meatballs. The deal worth £500,000 would facilitate the sourcing of these products across all 64 of its outlets north of the Border until the end of March.
Highland Game was initiated in 1997 by Christian and his wife Ingela Nissen and has been selling burgers, steaks and meatballs under the brand Nature’s Glen.
Christian Nissen said: “Venison consumption in the UK has drastically changed over the past decade. When we first began, venison was exported, or mainly sold locally through butchers and delicatessens and my ambition was to change that.”
The husband and wife driven company believes that if they could convince shoppers that the venison is delicious, healthy and inexpensive, it could be a game changer with more consumption happening and thus replacing traditional fayre.
The fresh meat buyer for Aldi in Scotland, Marion MacCormick said that they had teamed up with Highland Game to get this variety of wild Scottish venison on the racks and is very substantial to be able to sell Scottish venison when it is in season.
Another struggling English supermarket Asda said it has entered into a deal with Greenock-based haggis manufacturer McKechnie Jess worth £60,000 to supply spicy and curry disparities of Scotland’s national dish.