Finnebrogue Sales Soar as Venison Demand Grows
Award winning Finnebrogue in Northern Ireland is stepping up its operations to meet the growing demand particularly in Great Britain for venison, increasingly being seen by consumers as a healthier option.
The Downpatrick-based producer of quality venison and pork sausages has experienced a rapid growth in sales of its products over the past 18 months. Sales are up 144 per cent year-on-year from £4.5 million to £11 million largely due to the popularity of its range of sausages especially with customers of Marks and Spencer.
The artisan meat processor has specialised in rearing free-range and pure-bred red deer on a 600-acre estate since 1997.
To meet the strong demand for venison, Finnebrogue has strengthened links with a Firstlight Foods, a leading deer farming co-operative in Hastings, New Zealand. The deer farming industry in New Zealand is the world's biggest.
Dominic Darby, Finnebrogue's business development manager, who recently returned from a procurement trip to New Zealand with an M&S delegation, says: "Demand for quality venison is outstripping the supply in UK and Ireland. Consumers are looking increasingly for different taste experiences.
"After many years of trying to bring on new deer farmers in Ireland, we have had to look to New Zealand to grow availability of venison and to meet M&S demand in particular.
"Customers are well used to seasonal supply of lamb from United Kingdom and New Zealand and venison is now heading in the same direction. We have been working with a co-operative of equally passionate deer farmers who own 50% of the supplying company Firstlight foods, to develop a supply chain that matches our dedication to innovation, provenance and also to high standards of animal welfare.
"Our New Zealand contacts share our commitment to growing venison in an environment that is welfare friendly and sustainable. The farmers belong to an approved quality assurance programme and are dedicated to producing consistently high quality venison - guaranteed to be healthy, traceable, mild flavoured and a tender eating experience."
Typically, venison is 50 per cent leaner than lean beef, is high in iron - 30 per cent more than lean beef - low in cholesterol and high in protein.
Research shows that consumer demand for venison has risen by 25 per cent in the past year leading to a potential shortage of the meat from UK suppliers. The unprecedented rate of growth in demand for venison is coming from all sectors including catering and foodservice.
Finnebrogue currently sources venison from around 9 Irish farmers as well as from its own estate. A leader in innovation and new product development, Finnebrogue has developed a broad range of venison meals including its own successful Oisin artisan brand. Over Christmas, the company provided M&S with new products including venison joint with woodland mushroom sauce and streaky bacon as well as bacon wrapped venison cocktail sausages.
Finnebrogue, which employs around 80 people, has won six high profile awards for quality and innovation in the past six months. It has also gained UK Great Taste Awards, two best small business awards and a Which Best Buy award for its M&S pork sausages.
For more information check out www.finnebrogue.com