Good game! Shropshire estate welcomes news that Aldi is now stocking pheasant
Discount supermarket Aldi is moving into new territory after teaming up with hunting estates and selling pheasant.
The oven-ready birds went on sale for just £3.99 under the brand Brookfield Game.
The news has been welcomed by Steve Barker, who runs the Leigh Manor pheasant-shooting estate at Minsterley in Shropshire, although he said it might be a while before it becomes as common as chicken or turkey in the supermarkets.
"The meat has an excellent taste, much better than chicken," said Mr Barker.
"Our meat is sold to game dealers, but I don't think they sell it to supermarkets, I think it ends up in specialist butcher's shops.
"They must dress it up a lot as it is always seems to be much more expensive than chicken, but when we sell it the price is very low.
"I think part of the problem is sub-standard birds, some of them get damaged during shooting."
He added that he hoped that Aldi's decision would lead to the broadening of the public's taste, and more people trying pheasant for the first time.
The game birds have been shot on sporting estates around the West Country and are being supplied by Dorset-based DB Foods, one of Britain's largest meat processors.
The deal was organised by hunting society Taste of Game who sent out a message to all pheasant shoots in a bid to keep up with demand.
Spokeswoman Annette Cole said: "This is a wonderful opportunity to bring the great taste of pheasant to Aldi customers, some of whom may be trying it for the first time.
"Aldi is well known for giving customers great value for money and this partnership will suit customers' tastebuds and pockets."
