It’s game on for BGA this season

As it approaches what may be its most challenging season yet, the British Game Alliance has rebranded itself as British Game Assurance (BGA). It hopes the new name will better reflect what it does and will mark out its place among the group of shooting organisations that make up Aim to Sustain. However, a name change alone will not address the serious challenges that remain in the game market.

BGA was launched in 2018 to “increase the value of shot game by seeking new markets both in the UK and internationally, linking consumers with processors, promoting the health benefits of eating game, and challenging public perceptions of game meat”. Behind the well-worded press releases and glossy pictures of spiced spatchcock partridge was a relatively simple aim — shift more birds.

Supply and demand

The grim reality was that, for some shoots, dead game was verging on an inconvenience.