The Fair Field Scheme reflects Veltris’ commitment to responsible land management and high-quality food production. It ensures that those managing Britain’s wild deer are properly valued for their expertise, supporting balanced ecosystems and rural livelihoods. By maintaining clear standards from harvest to processing, the scheme gives food producers, in both human and pet food markets, the assurance that their venison is sourced with care, knowledge, and integrity. It’s a practical, forward-looking approach that balances ethical wildlife management with the demands of today’s food industry.
Why we started it
Launched in 2023, the Fair Field Scheme was created to bring greater fairness, integrity, and strategic thinking to the UK’s deer management sector. Too often, those managing wild deer are undervalued, while commercial pressures lead to waste and poor outcomes for both wildlife and the landscape. By offering a fair return for venison and encouraging responsible management, we’re building a system that recognises the contribution of skilled professionals and supports animal welfare, conservation, and the rural economy.
Where it’s going
The Fair Field Scheme is becoming a trusted benchmark for responsibly-sourced, carefully managed venison. By strengthening connections between deer managers, processors, and retailers, we’re helping to reshape how wild venison reaches the market; focusing on quality, traceability, and fair treatment throughout the supply chain. As the scheme grows, our goal is to make responsible deer management the norm, contributing to healthier habitats, resilient rural communities, and a better future for Britain’s countryside.