While Blur and Oasis were battling it out for Britpop supremacy, one Gloucestershire butcher was quietly offering customers a very different bargain – two pounds of diced venison for just £10.
And remarkably, decades later, that famous venison deal remains unchanged.
Paul Dowdeswell, who runs Nailsworth-based Country Quality Meat has been involved in the business for many years, says the deal dates back to the height of the Britpop era in the 1990s, when the business was forced to rethink the price of its venison.
He said: “I’ve been surrounded all my life by people who shoot and because it is a sustainable wild healthy alternative to other meats.”
The business regularly sells a range of game, including rabbit, pigeon, pheasant, partridge and duck during the game season.
However, venison has become one of its biggest sellers.
Paul said: “We regularly sell rabbits and pigeon breasts and during game season pheasants, partridges & ducks. However venison is a huge seller for us.”
Asked why he thinks venison has proved so popular, Paul said: “Because it is a really good lean meat and it’s good value.”
While many people might expect venison to be more expensive than traditional meats, Paul says the opposite is often true.
“It is cheaper than both beef & lamb. I would say for our business it is our unique selling point. Especially our diced venison for stews & casserole. We have had a deal of 2lb for £10 since the last century.
“I remember when we costed the venison out while listening to Blur & Oasis battling out for the no 1 in the chart and we finally had to put diced venison up to £5.98 a pound.
“One of my business partners at the time said that we won’t sell it at that price and then one of us came up with the 2lb for £10 offer.
“At that time it was much more expensive than the diced beef lamb and mutton prices. Over the years everything else has risen but venison has remained stable.
“Because of the way we have subsequently priced out venison we have always put up the other cuts and kept diced on this offer.
“It brings in new customers and plenty of regular ones and it is a good way to introduce yourself to the taste of venison.
“There is always a species of deer in season throughout the year. Each species has its own unique flavour, so just ask the butcher about what you’re buying.”
The reference to Blur and Oasis dates the beginning of the deal to the Britpop era of the mid-1990s.
Paul believes the price calculation would have taken place around August, when fallow bucks came into season.
He said: “Yes, August, I would imagine because that is when fallow bucks come in season and that is what we would have costed out. Although since then roe & muntjac cost out the same.”
The £10 offer is now a long-standing part of the business and, according to Paul, has helped introduce generations of customers to venison.
He also remembers a time when the business had a shop in Tetbury, giving the story an added link to its history in the area.
Paul said: “I’m shocked where that time has gone. It would be interesting to know if people can remember when they first tried venison from us because at that time we had a shop in Tetbury as well.
“Although I would say now we are much more than then. I also think we could sell in pounds & ounces too.”
With the cost of food continuing to rise, the decades-old offer provides a remarkable snapshot of how prices have changed – and one example of a product that has remained deliberately affordable for customers.
