More Christmas diners are shunning turkey and choosing deer and a Northern Ireland firm is reaping the rewards.
Marks -amp; Spencer has reported that sales of venison in its stores are up 78% on this time last year.
The products are supplied by award-winning Downpatrick company Finnebrogue, which has brought out a number of new lines to help meet demand.
Proprietor Denis Lynn began farming deer and producing venison in the Down countryside in 1996 and now employs around 100 people.
Mr Lynn said the firm's product development team has worked hard to create tasty alternatives to the usual Christmas fare.
"Venison is seen as a healthy alternative to turkey or goose and offers a unique flavour to those looking for a different taste on Christmas Day," he said.
"Historically, people have not been familiar with cooking venison, so the ready-to-cook products help to dispel the myth around the meat and as a result, confidence in cooking venison is growing year on year."