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Unlocking the Potential of Venison: Strategies Informed by Consumers' and Pet Owners' Preferences and Willingness to Pay

Scotland's growing deer population presents major environmental, economic and public safety challenges, making sustainable deer management an increasingly important policy priority. Creating stronger markets for venison is essential to improving the economic viability of deer management and increasing the utilisation of sustainably sourced wild deer. This study investigated UK consumers' and pet owners' preferences and willingness to pay for venison-based products for human consumption and pet food, and evaluated the effectiveness of pricing strategies, product claims and information provision in increasing demand. The findings identify practical interventions that can support businesses and policymakers in expanding venison markets and strengthening the contribution of sustainable deer management.

 

Image credit: Johan Mouchet unsplash

Scottish Venison – “The Taste and the Quality of the Meat is Fantastic”

In 2023 The Knowledge Bank reported that Scottish venison sales grew by nine percent in Britain and had a 20 percent share of value sales. This component of the research project “Costs and opportunities for Scottish products with higher value status” sought key informants’ views on the opportunities and risks facing Scotland’s venison sector. 

We interviewed participants in the venison supply chain and sector consultants (27 altogether). We used the interview data to run two workshops where participants (15 in all) discussed the risks and opportunities facing the sector. These indicate that there are several opportunities to add value to the venison sector in Scotland and outline the kinds of policy and market development support that could help entrepreneurs to do so.
 

Photo credit: Ben Wicks unsplash

Exploring Britain's Retail Venison Market

By exploring trends in the British retail venison market between 2013 and 2024 using supermarket purchasing data from around 30,000 households, this study examines consumer demand, retailer offerings, product origin and competition with other meats. Although venison remains a very small share of the meat market, the research identifies changing patterns in retail supply and the factors that influence consumer purchasing. These findings provide evidence to support future market development for the venison sector.

 

Photo credit: Tullia Dean

The Spark - SEFARI's Newsletter – August 2026

Press Release - New Research Calls for More Ethical and Impactful Research with Community Landowners in Scotland

A new report, conducted at the Centre for Mountain Studies at UHI Perth and funded by SEFARI Gateway, has called for a fundamental shift in how research involving community landowners is conducted, warning that stronger collaboration and resource investment are needed to ensure research benefits communities, decision-makers, and researchers.

The research highlights the wealth of knowledge held by community landowners and argues that their experience provides evidence for understanding how local ownership contributes to sustainable development and community resilience. However, it concludes that too often research can place significant demands on communities, especially when respondents see very little benefit or meaningful outcomes in return.

The report calls for coordinated action across research institutions, funding bodies, policymakers and community organisations to improve practice. Its recommendations include giving communities greater influence over research design and priorities, improving communication between researchers and communities, addressing institutional barriers – such as funding - that can limit good practice, and recognising that ethical research demands long-term collaboration rather than simply one-off engagements.

Catriona Mallows, Research Associate at the Centre for Mountain Studies, said:

This research has confirmed that there are many positive research engagements with community landowners in Scotland. However, there are instances of poor practice, including repeated requests to participate in research, communities having little influence over research questions, methodologies or outputs, and researchers failing to share their findings. Our report sets out ways to change this pattern and support better research with community landowners. 

The research, which has taken place since early 2025, drew on multi-sectoral workshops, literature reviews and secondary data analysis to explore experiences of research across Scotland’s community land sector.

Among its recommendations, the report calls for researchers to engage with communities earlier in the research process and to undertake background work before approaching organisations and individuals. It also recommends that long-term, trusting and respectful relationships are prioritised over transactional engagement, that research findings are shared in accessible ways beyond formal reports academic outputs, and that ethical approval is viewed as an ongoing commitment rather than an administrative step. 

The research also highlights governance approaches that can strengthen research partnerships, including the use of Memoranda of Understanding and community steering groups. It further recommends recognising and, where appropriate, compensating community members for their time, experience and knowledge, whether through financial means or otherwise.

The findings suggest that many of the challenges experienced by both researchers and communities arise not through individual failings, but because of wider institutional pressures including limited funding, tight project timescales and academic expectations that can make meaningful engagement difficult.

Project lead, Catriona Mallows, added:

...researchers often find themselves balancing the expectations of communities, funders and their own institutions, sometimes at the centre of a complex set of demands and drivers. Our report demonstrates that there are practical principles that can make research better for those involved. This includes building trusting relationships, ensuring open and clear communication between all parties, having those difficult conversations about data ownership and use, and always respecting community experience and knowledge. As part of supporting more ethical and sustainable research, we also encourage universities, research institutions and funders to examine how their own structures support more mutually beneficial research.

Charles Bestwick, Director at SEFARI Gateway, said: “This work is timely and its recommendations identify the crucial need for research centred with communities to prioritise the building of mutual understanding and cooperation. It recognises the critical need for communities to be partners in honing research where it is focused to delivering for communities: research that is done with –  and not to – communities.

The research concludes that ethical research is a shared responsibility and that coordination across the research sector can create more relevant, impactful and trusted evidence while also reducing unnecessary burdens on community landowners. 

The full report sets out a series of recommendations for researchers, funders, policy makers and community organisations themselves in order to support more equitable research on community landownership.

Ends

Notes to editors

  • Research was conducted by Catriona Mallows at the Centre for Mountain Studies at UHI Perth and Bobby Macaulay, Community Landownership Academic Network
  • Project ran from 2025 – 2026
  • Full report available here: https://sefari.scot/document/beyond-ethics-research-engagement-scotlands-community-landowners-final-report

Briefing Note: Improving Ethical Research Engagement with Community Landowners in Scotland - Policy Brief

Authors: Catriona Mallows and Bobby Macaulay

Beyond Ethics? Research Engagement with Scotland’s Community Landowners - Final Report

Authors: Catriona Mallows and Bobby Macaulay

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