But what's happened? Why are we exporting most of our venison?

Yeah, various reasons.

So Europeans, I would say, naturally have taken to it a lot sooner than we did.

I mean, as much as this protein's been in the UK for a long time, as a commodity, it's maybe relatively new when you compare it to other animals, but...

Certainly when my father started Bargai Game, which has been processing venison for a long time, what would happen is there's whole carcasses that go to Europe and the vet would come and stamp them.

And the ones that were rejected weren't good enough were then, you know, stay in the UK and were cut and sold.

So a whole generation of people that... weren't eating a great product.

You know, it needs to be controlled, I think is what I'm trying to say.