The Wild Meat We Should All Be Eating

For decades, wild Scottish venison has been one of Britain’s most overlooked foods, with much of it exported overseas while UK shoppers continue to reach for beef and chicken.

In this episode of Food Rebels, AJ Sharp meets Ruaridh and Kirsty Waugh, the founders of Noble & Wild, who are on a mission to change that.

They explain why wild venison is one of the country’s most sustainable and nutritious proteins, why controlling Scotland’s deer population is essential for restoring forests and biodiversity, and why this naturally lean meat deserves a place on our dinner tables, not just for special occasions, but every week.

Along the way, they bust some of the biggest myths surrounding venison, share simple ways to cook it, discuss why Britain exports so much of this incredible produce, and reveal their plans to make venison more accessible for everyone.

If you’ve ever wondered whether there’s a better alternative to beef, or why one of Britain’s finest foods remains a hidden secret, this episode is for you.