Willo Game

What Willo Game does

Willo Game is a UK-based processor and supplier of premium British wild game meat, established in August 2017 as a cooperative purchase by leading estates and shoots across the Midlands and South West. The company operates from a headquarters and processing facility in South Shropshire under the Longmynd ridge (Shuttocks Wood, Norbury, SY9 5EA), and was awarded the King's Award for Enterprise 2024 for International Trade.

Its core products span venison (steaks, mince, sausages, burgers, joints, striploin, medallions, diced, skewers), pheasant, wild boar, partridge, pigeon, mallard, and mixed game, including curated gift hampers and seasonal BBQ collections. Production technology centers on expert butchery and cold chain management, with a recently expanded 600-pallet cold store enabling year-round frozen supply. Approximately 35 team members operate during peak season for collection, processing, and delivery.

The business operates three go-to-market motions: direct-to-consumer e-commerce via Shopify with Parcelforce delivery; wholesale distribution to farmshops, butchers, independent supermarkets, and the hospitality sector (including Michelin-starred restaurants); and international export to Europe and the Middle East. Pricing spans £3.95 to £66.99 per unit on retail SKUs, with bespoke wholesale pricing. Revenue is generated through one-time retail transactions, B2B wholesale orders, and export sales. Certifications include SALSA, NGDA membership, and Slow Food membership, anchoring its position as a quality-led niche UK meat processor.

Name

Willo Game

Legal name

Willo Game Ltd

Website

https://willogame.co.uk

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Willo Game is a UK premium wild game meat processor and supplier, established in 2017 as a cooperative of sporting estates. It sells British venison, pheasant, wild boar, partridge, pigeon, and mallard via DTC e-commerce, wholesale, and export to Europe and the Middle East.

Ownership category

akta.pro rank

Product category

Wild Game Meat Processing

NAICS

Animal Slaughtering and Processing (3116), Meat and Meat Product Merchant Wholesalers (42447), Meat Retailers (445240)

SIC

Food And Kindred Products (2000), Sausages & Other Prepared Meat Products (2013)

akta.pro primary industry

Game & Specialty Meats Wholesale (Venison, Bison, etc.) (AFAIADAG)

akta.pro secondary industries

Specialty & Exotic Meats Retail (Game, Halal, Kosher) (CRAHAHAF), Frozen Meat, Poultry & Seafood Wholesale (AFAIAHAF)

Keywords

• Wild game meat
• Venison processing
• British game supplier
• Sustainable protein
• Game wholesale

Headquarters

HQ city

Norbury

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Retail Product Sales: Direct-to-consumer e-commerce sales of frozen wild game products including venison, wild boar, pheasant, partridge, pigeon, and mallard. One-time transaction model with per-order pricing.
2. Wholesale Distribution: B2B supply to farmshops, butchers, independent supermarkets, and hospitality sector. Bespoke pricing for wholesale and bulk volume orders.
3. International Export: Export sales to Europe and Middle East where British game is valued as traditional premium meat. Awarded King's Award for International Trade 2024.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Willo Game is a UK-based processor and supplier of premium British wild game meat. The company sources sustainably harvested wild game from sporting estates across Shropshire, North Wales, The Marches and the Midlands, then processes and distributes a broad portfolio of venison, pheasant, wild boar, partridge, pigeon and mallard products. It sells direct to UK consumers via a Shopify e-commerce store with frozen delivery, and supplies wholesale to farmshops, butchers, independent retailers and the hospitality sector, including Michelin-starred restaurants, with additional exports to Europe and the Middle East.

Product overview

Willo Game is a UK-based premium wild game meat processor and supplier offering a diverse portfolio of products across multiple game categories. Their offering consists of venison (steaks, mince, sausages, burgers, joints, striploin, medallions, diced, and skewers), pheasant (oven-ready whole birds, breast fillets, sausages, burgers, and skewers), wild boar (sausages and burgers), partridge (oven-ready and breast fillets, bacon-wrapped), pigeon (oven-ready and breast fillets), mallard (oven-ready), and mixed game products. They also offer curated gift hampers (The Venison Box) and seasonal BBQ collections. Products are sold through retail (direct-to-consumer via their Shopify e-commerce platform) and wholesale channels, supplying Michelin-starred restaurants, farmshops, butchers, and independent supermarkets across the UK, with exports to Europe and the Middle East.

Differentiator

Problem solved

Functional benefit

Products and services

• Venison Haunch Steaks Expertly prepared steaks from quality British venison, offering a lean, tender cut with rich, distinctive flavour. Pack of 2 steaks (min. 370g), delivered frozen. Sold to retail consumers and wholesale customers.
• Venison & Cranberry Burgers Gourmet burgers combining quality British venison with cranberries. Pack of 2 burgers (approx. 224g), delivered frozen. Award-winning product targeted at retail consumers.
• Venison & Cranberry Sausages Award-winning sausages receiving a gold star from the Guild of Fine Food – Great Taste Awards. Cranberries provide sweetness complementing venison flavour. Approx. 8-10 sausages per 400g pack.
• Venison & Black Pepper Sausages Crafted using quality British venison seasoned with cracked black pepper. 400g pack (approx. 8-10 sausages).
• Prime Venison Striploin Finest cut of British venison for roasting. Available in 750g or 1kg sizes, delivered frozen. Targeted at both retail consumers and fine-dining wholesale buyers.
• Venison Loin Medallions Tender medallions from British venison loin. Pack of 4 (approx. 200g), ideal for pan-frying or grilling.
• Diced Venison

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature2 records

Partnerships

Five partnerships are on record, tiered core and minor.

• National Game Dealers Association (NGDA)coreStrategic or Co-development PartnerMembers of NGDA who regulate and improve standards of processing within the game industry to set the gold standard. Association promotes best practices and industry standards.
• Slow FoodcoreStrategic or Co-development PartnerMembers of Slow Food; champions of good, clean and fair food that represent the very best of their craft. Organization promotes sustainable food systems.
• Eat WildcoreGTM or Marketing PartnerWillo Game sponsors Eat Wild at their presentations at events like Three Counties Show. Sarah from Eat Wild educates people on benefits of eating wild game while cooking Willo Game produce.
• Sporting EstatescoreStrategic or Co-development PartnerPurchased as a co-operative in August 2017 by many of the top estates and shoots across the Midlands and South West region. Game is collected from finest local estates and shoots.
• ParcelforceminorOthersDelivery partner for all retail orders, providing frozen delivery service across the UK.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Highland Game: Scotland-based wild game processor and supplier offering venison, pheasant, partridge and other game to UK retail, wholesale and foodservice channels. Highly comparable as a UK-focused wild game processor operating across multiple species with similar customer mix.
• Country Game: UK supplier of wild game meat including venison, pheasant and partridge to butchers, restaurants and consumers. Directly comparable in species range, wholesale-plus-retail model and target customer segments.
• Coopers of Stafford: Long-established UK game dealer and processor supplying venison, pheasant and other game to wholesale and retail customers. Comparable as a heritage British wild game processor with multi-channel distribution.
• The Country Box (CountryBox Venison): UK DTC subscription and gift-box supplier of premium venison and game meat cuts to consumers. Closely comparable on DTC e-commerce model, premium positioning and venison-led product range.

Broad incumbents

• Lidgate: London-based heritage butcher supplying premium meats including wild game to fine-dining and retail customers. Comparable as a premium-positioned UK game supplier serving Michelin-tier hospitality, but with a broader butcher portfolio.
• Daylesford Organic: Premium UK organic food retailer and producer with strong sustainability and provenance credentials, overlapping with Willo's positioning around high-quality, traceable British food. Comparable on premium/provenance positioning rather than core game category.

Regional players

• Macbeth's Butchers / Macbeth's Game: Scottish game dealer and processor supplying venison and wild game across wholesale, retail and hospitality. Comparable in species range and customer mix, but operates primarily in Scotland rather than the Midlands/South West.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/people/Willo-Game-Food/61560826585747
• Instagraminstagram.com/willogamefood
• LinkedInlinkedin.com/company/willo-game

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Willo Game