Following the transfer of British Game Assurance (BGA) to Aim to Sustain (A2S), some of the former directors established Eat Wild, creating the rural sector’s only independent marketing board dedicated to both fur and feather game meat. How wild game reached Michelin-starred menus and major caterersOver the past five years, Eat Wild has helped transform both the perception and consumption of game. Michelin-starred chefs feature venison, pheasant and other wild game as seasonal highlights on their menus, where sustainability is a prerequisite, thus introducing premium game meat to thousands of diners. It has become for Eat Wild a great entry meat to allow us to then discuss feathered game harvested and handled appropriately from game shoots. That means continuing to engage retailers, caterers, processors and consumers while promoting the environmental, nutritional and conservation benefits of responsibly harvested wild game.