British Game Alliance’s agreement with Hong Kong and Macau will see the supply of birds to high-end restaurants and retailers

HK

Image: BGA signs agreement to supply birds to Hong Kong and Macau. Photo: Courtesy of British Game Alliance.

The British Game Alliance (BGA) has signed a trade agreement with Hong Kong and Macau to export 250,000 game birds to retail and high-end restaurants in Hong Kong and Macau.

The deal with the luxury meat purveyor Sutherland will include a mix of pheasant, partridge and grouse for the coming season.

The company aims to create its own game products for the Asian and expat markets across retailers such as Dairy Farm and ParkNShop, along with supplying raw product for hotels including the Manderin Oriental and Grand Hyatt.

Sutherland MeatLab managing director Romeo Alfonso said: “We are very pleased to have secured the exclusive license agreement with the BGA for the Hong Kong and Macau market.

“We look forward to establishing and growing an exciting new market for assured British game, promoting sustainably and ethically shot game.”

The alliance will act in a dual role as a marketing board and industry self-regulator. The organisation has nearly 600 estates signed up as members, representing over a third of the UK’s feathered game sector.

BGA as a self-regulated industry with strong demand for all of its products was backed earlier this month by 38 Members of British Parliament, who also signed a letter to welcome BGA’s growth.

The BGA managing director Tom Adams said: “Working with Defra and the Department for International Trade, the BGA secured this exciting new market and continues to replicate the trade mission in the recently visited Japan, as well as Canada, where they plan to visit in November.”

BGA chairman Ivan Shenkman said: “The RSPB recently had a discussion for MPs labelled ‘Rethinking grouse moor management’.

“That’s a warning that if we don’t reshape our sector then others will do it for us. That’s why all the shoots which are thinking of the future are joining the BGA.”