Introducing the Game Champion to this year's Countryside Alliance Awards

The Countryside Alliance is excited to announce the introduction of a Game Champion category at this year's Countryside Alliance Awards.

Many rural businesses, whether pubs, butchers or local food shop, promote and market wild game to their customers and it is the wish of the Countryside Alliance Awards to reward those that have witnessed success and celebrate their endeavours.

The Game Champion Award will honour those businesses which are going the extra mile in promoting game and educating the public. The judging criteria are:

• Extensive knowledge of where the game is sourced and of game butchery


• Specific interest in the innovation and enhancement of game meat products to boost marketing and profit margins


• Taking wild game as a product to the next level


• Educate the public on the health benefits of game and cooking techniques


• Be an inspiration to other businesses to sell and promote game

Sarah Lee, Head of Policy, of the Countryside Alliance said: "For years the Countryside Alliance Awards have thrown up businesses that are excelling in the promoting and marketing of wild game. This year's nominations have been no exception, and it was unanimously decided to celebrate these successes with an individual category for those businesses that are going the extra mile with wild game.

"Shooting plays an integral part in the British countryside and rural economy and the end product of wild game should rightly be showcased. The Countryside Alliance is delighted to be including Game Champion into the ceremony and look forward to welcoming those shortlisted to Parliament for the final in April. Wild game is free-range, traceable, delicious and unashamedly British – a deserving fir for the both the Countryside Alliance Awards and the Houses of Parliament."

The Award will be presented at the Countryside Alliance Awards winners' reception at the House of Lords on Wednesday 25^th April.