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- Scotland’s Cabinet Secretary for Finance and local MSP Kate Forbes attends opening
- New venison brand reflects local and ethical food production
- JAHAMA looks to promote hunting for food
JAHAMA Highland Estates, part of sustainable industry leader GFG Alliance, today welcomed Scotland’s Cabinet Secretary for Finance Kate Forbes MSP to the opening of its first food retail shop selling a new brand of ethically-produced wild venison.
The new wild venison brand is part of JAHAMA’s strategy to make the activities and produce of the land more accessible to the local Highland population.
Retailing its own venison is a natural progression for JAHAMA Highland Estates, which 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.
Selling venison locally also links the wider community more closely to the traditional activity of deer stalking on JAHAMA’s land, continuing its commitment to make the vast local natural resources more accessible to the surrounding communities.
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, said: “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.
JAHAMA 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% discount on JAHAMA venison.
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Notes to the editors:
JAHAMA belongs to the GFG Alliance, which is a collection of global businesses and investments owned by Sanjeev Gupta and his family. The Alliance is structured into four core industrial pillars; LIBERTY Steel Group, ALVANCE Aluminium Group, SIMEC Energy Group and JAHAMA, independent of each other yet united through shared values and a purpose to create a sustainable future for industry and society. GFG Alliance employs 35,000 people, across 10 countries and has revenues of USD $20bn. GFG Alliance is a leader in sustainable industry with a mission to become Carbon Neutral by 2030 (CN30).