Scotland’s deer farming sector has weathered a turbulent few years, marked by fluctuating prices, rising input costs, and a handful of high-profile dispersals.
But while some farms have stepped away from the industry, those still standing insist the narrative of collapse is misplaced. According to producers, processors and advisors, the reality is far more nuanced and, in many cases, unexpectedly optimistic.
One deer farmer, who recently dispersed his herd and wished to remain anonymous, said the decision to exit was driven less by ideology and more by timing and risk.
“It just hasn’t worked out the way we hoped it would,” he said. “At the start, prices were very good compared to beef and sheep, and the margins were strong. But that dwindled during Covid, which caused a lot of hassle for the farmed venison market.”
He described a period of rapid expansion across the sector between 2016 and 2020, followed by a sudden contraction: “There was a big push on farmed venison. Processors were keen to grow numbers and a lot of good people went into it. At the time, it looked very positive.
“But demand fell away suddenly. After pushing people to increase numbers, we were struggling to get deer away at all. It’s a seasonal product, and we were waiting two or three months to move young stags. It was a bit of a disaster.”
At the same time, competing enterprises were becoming more attractive: “Beef and sheep prices just kept getting better. Eventually their margins were far better than venison, and that was hard to ignore.”
For Janet Keith, who farms alongside her husband Willie at Tullynessle Deer Farm near Alford, the same period exposed deeper structural vulnerabilities rather than a lack of faith in the product itself.
“We always believed in venison,” she said. “But last year we were told, with only a couple of months’ notice, that our processor wouldn’t be taking our prime animals in October like they had done for the previous six years.”
That decision left the farm facing an additional 50 animals over winter, a significant welfare and financial challenge for a small unit.
“For us, that was about 50% more animals than we’re allowed to carry,” she explained. “We’d already ordered hay based on our normal numbers, and suddenly we were overstocked. It made us feel incredibly vulnerable.”
Janet said the situation was not unique: “I know of at least three other deer farms that shut down entirely after that – sold up, planted trees or moved into something else. When there’s only one outlet and they say they’re not taking your stock, it’s devastating.”
John Fletcher, director of Venison Advisory Services (VAS) and one of the sector’s longest-standing voices, believes the industry is now entering a new phase.
“There’s certainly been a shakeout,” he says, “but the major deer farmers who’ve stayed in are encouraged by the situation.”
For John, recent exits are not necessarily a cause for alarm: “Anyone who’s kept in touch with the market is likely to benefit now that some producers have left,” he explains. “The people who’ve gone were probably not in it for the long term.”
The anonymous farmer does not entirely disagree, but remains cautious about sustainability.
“In the short term, the people still in it will probably do fairly well,” he said. “There’s a shortage of farmed venison now because so many producers have exited.
“My worry longer term is whether there’s enough critical mass left in the industry. That would be my concern.”
Janet argues that the lack of resilience lies not with deer farming itself, but with the limited processing infrastructure.
“The monopoly is the real issue,” she said. “We were doing everything at a high welfare level, supplying a premium retailer, and still found ourselves exposed.”
That experience ultimately pushed the Keiths down a different path – on-farm slaughter.
“The main reason was survival,” Janet said. “Once we realised there was no guarantee of an outlet, we had to take control.”
What followed was a lengthy and costly process. However, once approved, Janet said the process transformed her confidence in speaking publicly about farmed venison.
“Having gone through all the hoops with Food Standards Scotland, I know we’re not just meeting standards – we’re beating them,” she said. “Nobody can accuse us of poor welfare. Our animals are born on farm, die on farm, and are sold from the farm.”
Demand for venison is strengthening, John says, and the UK’s major processor is hungry for supply.
“Dovecote Park is short of product – they’re doing everything they can to encourage more people into deer farming.”
Despite concerns from some farmers, John argues that prices are far healthier than rumour suggests.
“I’m surprised people say prices are low. As far as I’m aware, the price farmers are getting for venison is actually better than for other species.”
Wild venison, he notes, is a different story.
“Wild venison prices are very low, but that reflects difficulties with consistency and carcass quality. Farmed venison is consistent, and it’s doing very well.”
Janet challenges the assumption that wild venison is cheaper at retail.
“When you actually look at shop prices, wild and farmed are often the same,” she said. “Yet wild carcasses might be bought at £1.20/kg, while we were getting £6/kg supplying Dovecote Park. Somewhere along the line, the value isn’t reaching the producer.”
She believes clearer differentiation is essential.
“Farmed venison should be the cream of the crop,” she said. “It’s guaranteed age, known diet, high welfare. Wild is an unknown – you don’t know what it’s eaten, how old it is, or where it’s foraged.”
Alan Sneddon, who sits on the executive board of the Scottish Venison Association and the British Deer Farms and Parks Association, agrees that recent dispersals have had varied causes.
“I am aware of several herds that have been dispersed for various reasons including retirement, farm sales and subsequent change of livestock enterprise. One large herd was dispersed due to family circumstances. Strong beef and lamb prices may have influenced other decisions.”
The anonymous farmer echoed that sense of pragmatism rather than failure.
“ I was disappointed to pull out of deer as I think venison is a fantastic product with a great story behind it but ultimately the uncertainty in being to get prime animals away when needed became to risky for us and made our system unworkable.”
Alan acknowledges the challenges but insists the wider picture is improving.
“While the price per kg to producers of farmed deer has lagged behind other red meats over the past year or so it is now on the increase. Dovecote Park will be paying £6.30/kg dead weight from January with a further 30p/kg paid from May when supply tightens.”
Contrary to claims that farmed deer is becoming unviable, he says: “The farmed deer sector is actually in quite a good place at the moment.”
Janet believes the future depends on confidence, communication and control.
“Venison is only 0.4% of UK red meat sales, yet it’s Scotland’s only native meat,” she said. “It has a third less cholesterol than skinned chicken breast, and we’ve never treated an animal with antibiotics in seven years.
“For us, going down the on-farm route hasn’t just protected our business – it’s given us our voice back.”
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