Norfolk Venison Strategy

Aim: Educate and coordinate to bring sustainable venison into supply chains while reducing farming impacts and supporting Nature Recovery.

What is the Norfolk Venison Strategy?

The Norfolk Venison Strategy sits alongside the Norfolk FWAG Deer Strategy. We (Norfolk FWAG) are aiming to raise £10,000 with match-funding of £10,000 from the Norfolk County Council environmental crowdfunding initiative. This £20,000 will see the recruitment of an experienced dedicated deer co-ordinator who will lead on:

The Norfolk Venison Strategy:

• Review routes to market and engage with the supply chain to bring high-quality Norfolk venison to local markets, via a clear and reputable brand.
  
  
•  Host public events to raise awareness about the importance of deer management, and provide education on cooking and enjoying venison.

And the Norfolk FWAG Deer Strategy:

• Work with groups of farmers, deer managers, and stakeholders across Norfolk to improve the coordination of deer management.
  
  
• Build a non-competitive and non-restrictive beneficial collaboration of all stakeholders, and create understanding and acceptance through education.
  
  
• Develop local infrastructure plans to support effective venison  processing, and assist with funding applications for additional funding from Farming in Protected Landscape, Countryside Stewardship and licences.
  
  
• Support landowners, agriculture and forestry in nurturing nature recovery alongside sustainable food and timber production and public access to green spaces in-line with Norfolk LNRS.
  
  
• Gather information and monitor outcomes to maintain clear evidence based objectives to substantiate the need of management practices.
  
  
• Create a supply chain of healthy sustainable natural food that is ethically harvested and delivered to the highest standards.
  
  
  

This project will take place from June 2025 to April 2026, with a view to securing future funding to continue the important role.

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Who are we?

Norfolk Farming and Wildlife Advisory Group (FWAG) is a charity and not-for-profit membership organisation that is run by farmers and conservation specialists. We are dedicated in supporting Norfolk farmers and landowners to manage their land for the enrichment of wildlife. Our farming advisory work is steered by our ongoing projects and our farmer members; our services have been created specifically with Norfolk farmers and landowners in mind.

Project Partners:

We are delighted to be working in partnership with the following organisations:

The Saint Huberts Club of Great Britain

St Hubert Deer Management provides expert solutions to farmers, foresters, landowners, and managers, regardless of property size. Established in Norfolk in 1953, we prepare management strategies, conduct risk assessments, and ensure effective implementation through our network of qualified, insured deer managers.

We respond to local needs, supporting conservation and biodiversity through sustainable solutions that balance deer populations with surrounding land uses and wider landscape requirements. Recognising the ecological value of native deer, we advocate a cohesive strategy ensuring ethical venison harvesting while fostering harmony between conservation, public interest, and land stewardship.

Broads Authority

The Broads Authority plays a strategic role in safeguarding the rare wetland habitats of the Broads National Park. As deer populations increasingly impact both arable land and sensitive ecosystems, the Authority works with partners—including Norfolk FWAG—to coordinate efforts by bringing together conservation bodies and deer management groups. 

Through the Farming in Protected Landscapes programme, the Authority supports a collaborative, landscape-scale approach to deer management that promotes sustainability, enables nature recovery, and raises awareness of the pressures deer place on wetland habitats. The goal is to engage stakeholders in developing a joined-up response that supports both people and nature.

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Impact

Norfolk FWAG’s mission is to support farmers and landowners to futureproof their land for the benefit of farming and wildlife, ensuring the long-term survival and prosperity of the Norfolk farmed landscape.

For decades, Norfolk FWAG has worked with farmers and landowners across the county to enter environmental schemes, and improve the farmed landscape. In more recent years, the organisation has supported farmers to shift to a more sustainable way of farming, increasing planting of woodland and hedgerows, as well as advising on arable reversion on non- productive land.

The charity has over 350 farming members, corporate members, and supporters, providing regular updates on the latest changes to farming and agriculture policy; helping farms big and small to keep abreast of changes.

To learn more, visit www.norfolkfwag.co.uk

Why are we crowdfunding?

Through working with our membership and partners, including the Broads Authority and Forestry Commission, it has been identified that deer management is a complex challenge. Deer numbers, mainly non-native deer such as Muntjac and Chinese Water Deer are increasing and causing significant damage to food crops,  habitats and tree planting. Deer collisions on roads are also increasing in Norfolk. Up from 35,000 a year in 2003, with numbers today estimated to be around 75,000 a year.

With food quality and security continuing to be a challenge, there is a great opportunity to coordinate the provision of nutritious Norfolk venison and the high ethical and welfare standards.

This project will have a positive impact on the environment, with co-ordination leading to an improved understanding of effective deer management, long-term reduced damage to food crops and habitats, as well as increased education of the importance of deer management. Communities could also begin to see more opportunities to consume locally sourced meat.

Our partners (including the Broads Authority), along with our members and local deer managers, have expressed their willingness to support this crowdfunding effort. We believe this gives it a strong chance of success.