The UK’s largest shooting organisation, the British Association for Shooting and Conservation (BASC), has added a touch of spice to its innovative game promotion campaign.

The organisation, which boasts more than 130,000 members, is extending its successful Game’s On campaign this year and giving it an Indian twist. BASC is encouraging Indian restaurants across the UK to put game meat on their menus as part of a brand new campaign – National Taste of Game Fortnight, India.  The campaign will run alongside this year’s National Taste of Game Fortnight, a unique initiative which has been designed by BASC to highlight the benefits of game meat as a local, wild and nutritious food, while at the same time encouraging people to enjoy eating game. Both campaigns will run from 6th – 20th November 2010.

BASC has been promoting game as a healthy, sustainable and highly nutritious food since the mid 1960s. The Game’s On campaign began in 2005.

Simon Hamlyn, BASC’s director of operations, said: “During Taste of Game, India we will publish details of all participating Indian restaurants on our website and encourage people to visit their local restaurants to try the great taste of wild game. BASC will be working closely with the national and regional press, TV and local radio during the fortnight to feature local businesses promoting and selling game meat.”

BASC has created a web site at and has distributed more than 500,000 recipe leaflets over the past five years through a network of game fairs and game tasting events and through game dealers and their customers. 

National Taste of Game Fortnight provides a co-ordinated and sustainable approach to game marketing which ensures that every National Taste of Game Fortnight and National Taste of Game Fortnight, India activity that runs between 6th and 20th November 2010 is publicised on the Game’s On website and through BASC’s in-house magazine Shooting & Conservation which is sent to all of our 130,000 members six times a year.

 “The popularity of game shows no sign of abating with sales set to rise by a further 47% to hit over £84 million by 2011” Source – Mintel 2007.

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