ToG_Consumer_Logo_72dpi_RGBTaste of Game is forging a new partnership with spice specialists ‘The World of Zing’ to launch game meat in an exciting new direction.

London-based World of Zing are using more than 50 years of experience to develop blends of the finest herbs, spices and seasonings to compliment game recipes.

The company’s founder, Pritesh Mody, will help his team demonstrate the mixes at key masterclass events as Taste of Game’s new mobile kitchens tour the UK this year. The blends will be on general sale and recipe cards will help cooks explore the new flavours.

Annette Cole, Taste of Game development manager, said: “Cooking with different and unusual spices is becoming increasingly popular; pairing them with the bold flavours of game will create some delicious dishes.”

Mody, who recently featured on Channel 4’s Sunday Brunch and BBC News to showcase the world of rare chillies, said: “With a rising interest in both spices and game meats, it’s clear the British public are hungry to experiment with new flavours. We’re looking forward to bringing these two worlds together to create a host of delicious dishes that embrace contemporary food culture.”

Sales of game are currently enjoying strong growth and it is expected that upsurge will continue, with annual sales forecast to hit £143m by 2020.

However, figures from market research firm Mintel shows there is scope to propel this growth further. Indeed, some 41% of the UK population say they have not eaten game in the past six months but would be happy to give it a try again.

Garry Doolan

Garry Doolan is BASC’s deputy director of communications and public affairs. He has more than 20 years experience of journalism and the media. He joined the organisation in 2016 and is a keen shooter and beater, with his springer spaniel Quincy.

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