Asda Christmas boost for Northern Irish venison producer

Leading venison producer, Finnebrogue in Northern Ireland has developed a product that will be one of Asda's key lines for Christmas.

Venison Wellington from Finnebrogue, based near Downpatrick in county Down, for Asda reflects the growth of demand for the meat over the past few years.

According to market researchers Kantar, venison sales have soared by 114 per cent year on year, from £1.2 million to £4.6 million by the end of June 2014.

Finnebrogue has increased production to meet the growth in demand for venison particularly from retailers such as Asda and Marks and Spencer. Asda said its choice of venison as a Christmas leader reflected the increasing quality of its range for the festive season. The retailer said consumers were looking for a "wow factor".

"Finnebrogue has put itself of the map and is bringing venison to the fore, but in an easy format," Asda added. Finnebrogue also makes Asda's Extra Special sausage range and recently completed a £3 million expansion near its existing premises on Downpatrick's Finnebrogue Estate.

Finnebrogue, founded in 1981 by food entrepreneur Denis Lynn, aims to employ an additional 65 people in 2014. Recruitment for the new posts, which include several at managerial level, is already underway. The company currently employs around 120 people.

Innovation is a continual process at Finnebrogue. It's a commitment that enables the company to stay ahead of the field. Awards have followed its success in both local and national markets.

Success in very dynamic and demanding markets is based on working closely with major multiples on the development of premium brand products that meet both existing and anticipated requirements. Significant resources are focused on providing them with a highly flexible and responsive service.