Research aims to explore views behind public perceptions of venison

Posted 11 March 2021

Morgan Pearce is investigating future markets for venison in the UK.

The public perception of venison is being investigated by a Harper Adams University student who wants to discover whether there are new markets for the meat after the Covid-19 pandemic.

Morgan Pearce, 24, who is originally from Cumbria but now living in Shrewsbury, will be examining how younger people view venison – and what lies behind their perceptions. Her research follows recent changes to the UK market – with both positives as Brexit has led to a growing demand for meat sourced in Britain, and negatives as lockdowns have forced the temporary closure of restaurants, traditionally a key purchaser of venison.

She said: “The closure of the hospitality industry due to COVID has greatly impacted sales and demand of venison, so the research will aim to discover if there are factors preventing individuals from purchasing the meat as part of their weekly shop.”

Morgan is studying for a FdSc Business Management with Marketing at Harper, after choosing the course for both Harper Adams’ reputation as a university and the opportunities its placement year afforded her.

Through her research, she hopes to find out what lies behind current attitudes towards venison among people aged 18-35 – and if there are ways within the UK market for the meat to grow further.

She added: “The interest in the topic stemmed from my partner’s recent venture into farmed venison himself. The unit runs like a beef finishing unit, with yearling stags – the male deer- being sent to slaughter around 18 months old and females added back into the herd for breeding.

“Diversification into farmed venison across the UK is becoming increasingly popular.

“However, there is limited research surrounding the perceptions of the meat itself and the factors influencing individuals’ venison consumption.

“Following Brexit and the movement to meet demand with UK venison over imports, there is potential for farmed venison to be as popular as other red meats. However, knowledge and understanding surrounding the meat for those not involved in agriculture or shooting may be preventing it being a part of a weekly shop for many consumers.”

The survey – which can be found here -  examines demographics, availability, price and more to discover how each affect perceptions of venison, and is open until March 19.