Dundee venison purveyor Highland Game has struck a deal worth millions of pounds with Sainsbury’s which could lead to more jobs.
The supermarket giant is from today selling six Highland Game venison products under its own brandings of Taste the Difference and By Sainsbury in its stores throughout the UK.
Highland Game managing director Christian Nissen said the contract, the first of its kind with any supermarket, is lucrative for his company.
“We are speaking about millions of pounds and it represents security of employment for our existing workforce of about 100 and possibly more jobs on top of that,” he said.
“We have traded with Sainsbury’s for some time but on a smaller scale with the sale of Highland Game venison under our name in the company’s supermarkets.
“The fact Sainsbury’s have chosen us to be a supplier under their own brandings is great recognition for the quality of our venison products.
“It also represents growth for our company in bringing much more business, and hopefully more jobs.
“This is a major achievement for us.”
He added: “Our venison sits proud on the supermarket shelves and is getting more and more space in our supermarkets.
“The demand is shooting up and our challenge is now to source enough for the growing market.”
Sainsbury’s buyer Fatima Khan said: “I’m very excited to be launching our new Sainsbury’s range of wild Scottish venison and expect the growing trend to continue.”
Highland Game is supplying Taste the Difference Scottish wild venison steaks, diced venison and venison meatballs.
It is also supplying By Sainsbury venison sausages, burgers and venison grill steaks.
Sainsbury is also stocking Highland Game’s Scottish Slimmer’s venison sausages with lower fat content.
Venison has swelled in popularity through its attraction as an alternative to other red meat.
It is seen as a healthier option in being free of cholesterol and saturated fat, rich in protein, essential vitamins and a rich source of vitamin B-complex.
Presented as a healthy, natural, Scottish heritage product, it is enjoying high customer demand in the current health-conscious climate.
Highland Game already sells its venison to Tesco, Asda, Morrisons, the Co-Op, Waitrose, Aldi and Lidl under its own brand name.
The specialist venison producer has quadrupled in size since it was founded in 1997.
As well as supplying major retailers it has a wholesale trade distribution division serving catering and restaurant establishments, butchers and delicatessens.
The company was established by Danish entrepreneur Mr Nissen and his wife Ingela.