Processors, supermarkets and restaurants are unable to meet year-round demand for venison by buying only Scottish meat, so they are forced to fly it in from the other side of the world.

UP to one-third of the venison in Scottish restaurants and supermarkets comes from New Zealand.

Processors, supermarkets and restaurants are unable to meet year-round demand by buying only Scottish meat, so they are forced to fly it in from the other side of the world.

Now Scottish producers are calling for more home-reared venison to be supplied to the domestic market rather than exported to Europe.

Around 3000 tonnes of Scottish venison is produced annually but almost a third of this is sent to the continent.

The crisis comes as UK consumers, spurred on by TV chefs, are buying increasing quantities of venison, which is lower in fat and cholesterol than most other meats.

The problem is the seasonal nature of deer stalking, which means the supply of Scottish venison cannot be guaranteed throughout the year. To boost the profile of home-produced venison, September 4 has been named the inaugural Eat Scottish Venison Day.

The Scottish Venison Working Group, including the Deer Commission for Scotland, Forestry Commission Scotland and the Scottish Gamekeepers Association, has come up with the initiative.

The Scottish venison industry is worth around £70.4m a year and employs almost 1000 people, many in rural areas.

Tony Borthwick, owner of the Michelin-starred Plumed Horse restaurant in Leith, said: "I find it ridiculous that we actually import venison from the other side of the world when we have plenty of our own."

Christian Nissen, managing director of Dundee-based Highland Game, which supplies Tesco, Sainsbury's, Waitrose and Morrisons with venison sausages, burgers and steaks, said Kiwi venison now counted for around 30% of his production.