Our Story
The British Game Assurance, which in time would become Eat Wild was formed in 2018 by forward thinking Estate Owners, Managers and Game Keepers to provide a marketing board for wild meat with the UK.
Having successfully founded and created a working assurance scheme, after several years this was then handed to Aim To Sustain and Eat Wild was officially formed in 2024.
Eat Wild aims to showcase wild game as it’s never been seen before, whilst promoting assured meat, reared and released to top welfare standards in the British countryside.
Meet the Team
Leon Challis-Davies
Leon Challis-Davies grew up deeply connected to the rural landscapes of the British countryside. Raised on the Isle of Anglesey and later on a dairy farm in Wiltshire, with summers spent aboard canal boats along the Shropshire Union Canal, his upbringing instilled a lifelong connection to the countryside and field sports. Coming from a family of acclaimed chefs, his passion for food began early.
Leon built his culinary career in AA Red Star, Rosette and Michelin-recognised restaurants within country house hotels across the UK. Having been involved in shooting and countryside life for over 30 years, he is a passionate advocate for wild game and its role as a healthy, sustainable food source.
Leon is Culinary Director and Interim Managing Director at Eat Wild, having been involved since its inception as the BGA. He has helped to drive significant industry initiatives and developments, as well as holding position of Commercial Manager at Pivotal Foods. Leon also writes for the Shooting Times, sharing his expertise and championing the use of sustainable wild meat.
Alan Beynon
Alan is a Director of St David’s Poultry Team Ltd and founder of the gamebird section, which he has worked in and developed exclusively since 1998, helping game farms and shoots improve the health and welfare of their birds. He is especially focussed on the use of holistic principals to reduce medicine use and to improve flying quality. This starts from the management of the laying stock through to the final product.
He founded a technology business to help assist in the process of measuring bird behaviours and to predict disease ahead of visual clinical signs, which was sold to Merck Inc. in 2020.
Alan is Chairman of Eat Wild, was an initial Board member of the BGA and enjoys cooking wild game, foraging for food and good wines.
Dylan Williams
Dylan is one of the Founding Directors of Eat Wild since its establishment formerly known as The British Game Assurance. He established The Royal Berkshire Shooting School in 1991 and is steeped in the rural sector. Since the sale of the Royal Berkshire to James Purdey and Sons, Dylan has dedicated his time to supporting the Game & Wildlife Conservation Trust, is a Trustee of the Atlantic Salmon Trust and supports Leon and Alan at Eat Wild.
He is a Director of Mea Opus - the Rural Recruitment Agency, and continues to provide shooting lessons. Dylan is often seen officiating and helping worthy causes to raise much needed funds at charity events around the UK and is never happier than when either on a hill or in a river!