
08/05/2025
Biting is very common and highly advised when it comes to rearing pheasants across the UK. Here we share what it is and why it's so important!
From breeding chicks to presenting the perfect bird in flight, every detail in our feed has been carefully considered to support exceptional performance.
Sportsman Game Feeds is a division of ABN, a national compound feed manufacturer. Utilising the expertise of ABN and its mills, Sportsman have been producing high quality game feeds in the UK since 1985.
Our premium range of game feeds is designed to support exceptional levels of performance, providing our customers with the finest stock following best industry practice. Working closely with our customers, our diets have been carefully created to improve feed conversion efficiencies, reduce total feed consumption while improving performance, and generating less waste which also has a significant impact on the environment.
At Sportsman, we are continuously working to develop our diets, understanding, and utilising new and alternative raw materials in order to improve on both financial and performance efficiencies and environmental benefits, ensuring that the birds we feed are strong and healthy. Our extensive trial work ensures proven results, and all of our ingredients are specially selected for their unique benefits.
The raw materials we use are specifically selected for their nutrient content and digestibility. We then formulate our diets to the bird’s nutritional requirements considering levels of vitamins and minerals, energy, and amino acids. All raw materials are tested before entering our mills, to ensure that Sportsman Game feed is produced to safe and exacting standards.
At Sportsman Game Feeds, we never compromise on performance; manufacturing premium quality feed consistently, from the best available raw materials, produced to the highest standards for pheasants, partridge and wildfowl.
From breeding hens to releasing poults and keeping wandering birds, our extensive range of feeds has been specifically tailored to each purpose. Our feeds will support exceptional levels of performance.
We are passionate at Sportsman to make sure that all our customers are able to produce high quality, strong and healthy birds. We believe that providing you with consistent, high-quality feed, will contribute greatly to making sure that your birds remain healthy throughout their time on our feed and in turn, should reduce the requirement for medicated feed.
If additional medication is required, it can be included in most of our rations (excluding our Release pellets) upon request. Legally, scripts will need to be received by us, from your veterinary practice, before we can dispatch the load.
Our brochure contains everything you need to know about our range; from what ingredients are featured, the science behind why we use specific raw materials and the benefits these bring to your birds.
After gaining a BSc in Agriculture and MSc in animal nutrition, I worked on pig units before starting my career in the animal feed industry back in 1994. I have been with ABN since 1997 working in both the pig and poultry and game teams during my time. More recently I can be found managing the ABN pig and Sportsman Game Feeds commercial teams and their day to day activity.
Passionate about farming and food production, I still spend much of my time talking to customers, gaining valuable feedback about ABN ‘s performance and ensuring that we continue to add value to our customers businesses.
Growing up in a farming family, my interest in agriculture was evident from the start. Having worked mainly in the pig sector, I began my career with ABN as a Junior account manager on the pig team, progressing quickly to Account manager, I was responsible for large accounts in the North.
I moved away from ABN briefly, exploring alternative career paths, before returning this year to the Sportsman Game Team. During my time away I realised I really missed the feed sector, working with farmers and getting the best out of production. I enjoy meeting new and existing customers in the fields, exploring and learning about the new and different practices they are using on their farms.
Outside of work you can find me on the hockey pitch or in the Lake District with my wife and spaniel.
Coming from a farming family I have always loved putting my wellies on, going outside and getting stuck in. Growing up, I could be found beating in the winter or out in the field picking off potatoes during the summer months.
My love for the outdoors has remained throughout my career, with roles at Foster Refrigeration, Sealskinz & Norfolk Leisure and more recently working as a Farm Secretary at Heygate Farms in Swaffham covering all aspects of arable farming. I am excited to be starting my new role as account manager at Sportsman Game Feeds, looking after customers in the East and learning more about the breeding and rearing side of the game industry.
In my free time I am a keen gardener, with a great passion in growing plants and can often be found pottering in my garden. I love staying active, either going for long walks in the countryside, trying new fitness classes or most likely, playing netball for Thetford Netball Club.
Born in Somerset to a family who enjoyed hunting, shooting and fishing, I have been involved in farming and field sports all my life. A love of the outdoors influenced my decision to study Agricultural Economics at Reading University and subsequently has lead to my career in agricultural sales. My passion really lies in selling game feed, so when the opportunity arose to pursue a career with Sportsman I jumped at the chance! I love getting out and about, working with all those involved in the game rearing and shooting industry and getting to know you my customers.
In my spare time I enjoy the occasional round of golf as well as clay shooting. Along with my wife of 30 years, we are fortunate to be members in our local shoot syndicate where we enjoy both the shooting and picking up during the season.
Coming from a farming family, I have always been around agriculture and the countryside. Originally from near Peterborough, growing up on the families arable, cattle and sheep farm, I now live near Ipswich on my husbands mixed farm.
After graduating from the University of Reading with a BSc (Hons) degree in Agriculture in 2012, I joined the ABN customer service team in Peterborough. In 2016 I relocated to Suffolk, where I then took up the role of National Game Support based at Bury St Edmunds.
Outside of work I enjoy spending time with my baby daughter, family and friends. I still have an active role on the farm, helping out when needed, and like to keep fit by playing hockey for Sudbury ladies 1st team. I enjoying the occasional day beating and country walks with our 2 working cocker spaniels and border collie.
Graduating from the University of Lincoln in 2016, with a Bsc (Hons) in Health and Social Care I have since built a strong customer service background within both retail and business to business sectors.
New to the Sportsman team in 2021, I began my career at ABN in 2018 as part of the Commercial Support team based in Peterborough. In 2019 I successfully took on the role of ‘Game Lead’ for the 2020 season, providing a pivotal point of contact for the commercial team as well as offering training and ongoing support to the customer services team.
Outside of work I spend most of my free time supporting my partner with the running of an arable farm, playing an active part in the running of the farm shoot, where I really enjoy socialising and meeting new people on shoot days. When not on the farm, you are likely to find me taking long walks through the countryside with my two dogs, Duke and Beau or going out to my favourite restaurants to enjoy a refreshing G&T (or two!) and some delicious food!
Joining ABN as Monogastric nutritionist in June 2024, I am pleased to be a part of such a fun, fantastic and supportive team at ABN. I believe in finding solutions for commercial challenges by aligning genetic advancement with nutritional strategies that also deliver on mitigating the environmental impact of animal production. Happy birds and happy customers mean success all around!
I joined the ABN poultry nutrition team in 2016, after undertaking my PhD in poultry nutrition with SRUC and the University of Glasgow. My PhD, which looked at super-dosing of phytase was part sponsored by AB Vista, a sister company of ABN, and is very relevant to my role as a poultry nutritionist. I am involved in all areas of poultry nutrition, primarily focusing on broilers, game birds, organic production and R&D.
As well as our account managers, we also have our agents in the East, Derrick and Gerry working alongside us here at Sportsman. This extension of our team is vital, and allows us to offer knowledgeable advice through a wealth of experience nationally across England, Scotland and Wales.
By supplying from multiple manufacturing sites, we can assure you of a knowledgeable, professional and reliable service. Contact your local representative for further information.
At Sportsman Game Feeds we’re always in pursuit of the best feed performance and value for our customers. Whether it’s through our extensive research and development trials with organisations such as the Game and Wildlife Conservation Trust, our involvement in initiatives to benefit the industry with organisations such as the The BGA, Elanco, local veterinary practices or working with aspiring game experts at local colleges, we are dedicated to supporting our industry.
Read the latest news, articles and success stories from Sportsman and our fellow game experts.
08/05/2025
Biting is very common and highly advised when it comes to rearing pheasants across the UK. Here we share what it is and why it's so important!
24/03/2025
There are a number of practical and simple steps that rearers and keepers can follow to help achieve reductions, and drive improvements for preventative change.
20/02/2025
It sounds obvious, but here we outline why bird health and performance is so important for your shoot.