Jamie Oliver's next challenge

In The Guardian today, Alexander Chancellor reflects on how though more and more pheasants are being bred and shot the public won’t eat them, meaning that most of the birds go to waste. But Chancellor thinks he might have found a solution:

“We should at least take advantage of the bloodlust of the new rich by eating their feathered victims, but for reasons I have never understood it is very difficult to find a pheasant in a supermarket. Maybe British shoppers don't like its gamey taste or just won't buy anything with lead pellets in it. If so, someone like Jamie Oliver should be asked to mount a television campaign to promote pheasant and tell people how to cook it. Schoolchildren may have resisted his efforts to make them eat broccoli, but their parents might prove more adventurous.”