Highland estate launches new venison brand

Jahama Highland Estates CEO Julia Stoddart with Kate Forbes MSP at the opening of the new venison retail unit in Fort William. (Image © Iain Ferguson)

Jahama Highland Estates, part of GFG Alliance, has opened its first food retail shop selling a new brand of ethically-produced wild venison.

The shop was officially opened by Scotland’s cabinet secretary for finance and local MSP Kate Forbes. The brand is part of Jahama’s strategy to make make the activities and produce of the land more accessible to the local Highland population.

Jahama Highland Estates is home to a sustainable population of native red deer. Numbers across the 114,000-acre landholding are managed by culls on an annual basis to avoid overgrazing and consequent deer welfare problems.

The meat will be branded with the Gaelic saying Fiadh á Fireach, which translates as ‘a deer from the hill’, reflecting the ancient connection between Highland people and natural resources.

Kate Forbes MSP said: “This is an extremely challenging time for our economy, and so the new venison shop in Fort William is a great encouragement. It’s allowing local people to access locally sourced food, strengthening our links with the land.

“The rural economy is so critical to the nation’s economic recovery, and this new shop has already created a new job and protected other jobs. As the constituency MSP I was delighted to formally open the shop today and speak to members of staff.”

Scotland’s rural affairs minister Mairi Gougeon MSP said: “In September 2018 we launched the first strategy for Scotland’s wild and farmed venison sector, with its main aim to improve supply chains of venison.

“The opening of Jahama’s venison shop in Fort William will be welcome news for those in the area and for those involved in the sector. It is important that venison is accessible to all at an affordable price and Jahama’s products will help do just that. Buyers can also take confidence in the fact that their purchased produce was sourced in an ethical way.”

Julia Stoddart, chief operating officer of Jahama Highland Estates, explained: “Our mission is to reconnect the local population with the land, with wild food produce helping to fulfil this part of our new management strategy.

“We are keen to promote the concept of hunting for food to those who would like to participate. Wild venison is the end product of competent deer management, which we believe should be available to local people in an accessible form and at an affordable price.

“We also want to demonstrate how achievable it is for Scottish landowners to make native animal produce available for sale. Good quality wild meat harvested in a humane manner comes without the economic and environmental costs of transporting produce huge distances.”

Jahama will sell the venison in a variety of cuts, including mince, burgers and sausages, from a retail pod on the industrial estate adjacent to sister company Alvance’s aluminium smelter.

The move to sell local wild venison follows Jahama’s invitation to the local community to stalk deer with its professional staff at discounted rates this year.

It had planned to roll out community deer stalking in 2021 but was able to bring forward the initiative after Covid-19 restrictions opened up booking space in its schedule. Those who were successful in the summer stalking ballot receive a 25 per cent discount on Jahama venison.