About the Scottish Venison Association

The Scottish Venison Association (SVA), formerly the Scottish Venison Partnership, brings together private and public sector, wild and farmed venison producer and venison processor interests.

The Association was formed at the Annual General Meeting of the Scottish Venison Partnership at Birnam on 25 April 2019.

The Association is a not-for-profit body.

The Venison Industry Leadership Group (VILG) is integral to the Association.

The principle aim of the Association is to bring the separate strands of the Scottish venison sector together to build and secure ‘Scottish Venison’ as a core-value brand. More specifically the Association’s aims and objectives are:

  • to oversee delivery of the Scottish Venison strategy, Beyond the Glen.
  • to increase consumer and market demand for Scottish venison both at a local and national level.
  • to promote co-operation, good practice, efficiency and food safety across the industry, building confidence in the brand and ensuring continuing demand.
  • to recognise the contribution of Scottish venison to existing and new sustainable rural development opportunities.
  • to explore and develop new opportunities to secure the future supply of venison.
  • to liaise with Scottish, UK and European Governments, and their respective departments and agencies, regarding Scottish venison issues.
  • to coordinate and communicate sector views and developments both internally and externally.

SVA structure
The structure of SVA is shown on this diagram.

Scottish venison strategy
The strategy for Scottish venison is laid out in the document Beyond the Glen and is a part of Ambition 2030, the overall Scotland Food and Drink food strategy for Scotland.

Scotland’s wild deer and venison production
Greenhouse gas emissions, carbon and the climate emergency, published June 2022
A Statement of Intent by the Scottish Venison Association

Scottish Venison Association – Annual Report 2021
The second SVA annual report is now available.

Scottish Venison Association – Annual Report 2020
The first SVA annual report from SVA Chairman Bill Bewsher is now available.

Scottish Venison Short Supply Chain Group – Report 2021
A short term working group was set up in January 2021 to explore the potential of short local supply chains and to investigate a geography-based scheme to implement cooperatively owned and operated chills/larders to service local markets. This group produced its final report in March 2021.

Scottish Venison local chills/processing pilot project
SVA has secured funding from the Scotland Food & Drink Covid Recovery Fund to specifically support the development of local chills and/or primary processing.  The aim is to test the feasibility of how such units may further enhance the capacity and capability of the sector to supply top quality venison either directly to the consumer, or to added value processors for further processing. Potentially up to three projects could be supported from the fund as part of a pilot exercise.
For more information use links below.
Criteria for applications and information in addition to questionnaire (docx)
Questionnaire (docx)
Closing date for applications 17.00hrs, Friday 12 November 2021

Recommended methods and cooking times for meat
A comprehensive guide from Scottish Craft Butchers for you to download here.

Available Market research
The latest MFP Report from Kantar (12 weeks to 2 October 2022) says:
“Of all the Fresh Primary Proteins, only Other Red Meat (eg Venison) has managed to grow volume +9.2%, and this could be driven by the cost of living crisis as it is one of the most competitively priced proteins at £5.18 per kilo and one of the least inflated proteins with prices growing at 2.0%.”

Venison Category Performance (total GB and Scotland) from The Knowledge Bank, 22 June 2021.

Headlines from the research (to March 2020) on the UK retail venison market and attitudinal research to venison undertaken in the UK by Kantar and 56 Degrees North are available as an infographic. This research was commissioned by SAOS and funded by the Scottish Government.

The risk of STEC (Shiga toxin-producing Escherichia coli) contamination in wild venison
Known to many as the Scottish Deer Health Survey this Scottish Government and Food Standards Scotland-funded report has now been published, addressing the knowledge gaps and allowing us better understanding of the risk of STEC (Shiga toxin-producing Escherichia coli) contamination of wild venison.

Although the prevalence of STEC O157 in wild deer is low, the report found that when discovered, it is the strain associated with the most severe forms of human disease. Therefore, adherence to strict hygiene practices from cull to final product by all practitioners are strongly recommended in its conclusions.

More information on the FSS website.

Note: SVA does not give professional advice.

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