Butcher of the month January 2010

P. J. Dale’s Family Butchers
27 Bridge Road,
East Molesey,
Surrey KT8 9EU
Tel: 020 8979 3800
pjdale.co.uk

Mark Cunningham of PJ Dale’s is passionate about game and sells a lot of pheasant and venison and partridge during the season. He even encourages customers to try his venison casserole during their annual late night shopping event to show just how delicious game is, plus regular promotions help attract sales.

1. What type/cuts of game do you sell? What tends to be the most popular - venison, partridge, pheasant?
   All ranges of game are sold. Particular favourites are pheasant, partridge and casserole venison, especially in the cold weather.


2. Is game a popular choice with consumers - do you get a demand for it when then season begins?
   As soon as August 12th arrives we are being asked for game by our customers. It creates an element of excitement that the game season has arrived.


3. Is the fact that game is seasonal a positive factor?
   It is! Though we would say that the fact that it coincides with the autumn and the cold weather helps.


4. Do you further process game e.g. make pies or sausages?
   Yes. We sell venison and red wine sausages (perfect for casseroles) and wild boar, apple and cider sausages.


5. Where do you get your game from?
   Vicars Game, Berkshire and we have also been buying Balmoral venison from Scotch Premier.


6. Do you highlight the source of the game e.g. Pheasant from New Forest, Grouse from North Yorkshire Moors?
   Yes. The Balmoral venison has been very popular with our customers. We probably need to ensure the location of the game birds is more publicised.


7. Do you offer customers recipes and serving suggestions for your game products?
   The “Game to Eat” recipe books are always popular with the customers. We recently had a special offer on the stewing venison which included a free recipe, which was given to us by a local restaurant. We always produce a big venison casserole to share with the customers on our late Christmas shopping night in the village. All the butchers here are keen cooks, and we are always happy to talk customers through our favourite recipes.


8. As a butcher what is your favourite game meat?
   Venison is beautiful as a rare steak. However, my favourite recipe is venison casseroled in red wine and smoked streaky lardons, served with a sweet potato mash. I am also partial to a nicely roasted belly of wild boar.