The Fair Field Scheme is built on a foundation of ethical principles, ensuring fairness, sustainability, and integrity in every step of the process. By providing deerstalkers and deer managers with a fair price for their venison, we champion responsible deer management practices that prioritise animal welfare and environmental balance. The scheme fosters transparency and trust, empowering rural communities while giving pet food producers the confidence that their ingredients are ethically sourced and contribute to the protection of Britain’s countryside.
Why we started it
Launched in 2023, the Fair Field Scheme was born out of a need for fairness, sustainability, and higher ethical standards in the UK’s deer management sector. Too often, those responsible for managing deer populations see little reward for their skill and hard work, while market pressures can lead to waste and questionable practices. By ensuring a fair price for venison and promoting responsible harvesting, we are creating a system that values both people and wildlife—one where ethical deer management supports conservation, animal welfare, and the rural economy.
Where it’s going
The Fair Field Scheme is growing into a trusted mark of ethical and sustainable venison sourcing. By fostering strong relationships between deer managers, processors, and retailers, we are helping to reshape the industry—moving towards a system that prioritises transparency, high welfare standards, and fair rewards for those doing the work on the ground. As the scheme expands, we aim to make ethical deer management the standard, not the exception, ensuring a balanced, healthier future for the countryside