Definition of Quality
To the deer industry, "quality" is core to its approach and philosophy in the production of its deer products. Quality also underpins product marketing programmes.
Not restricted solely to product quality, the industry takes a broad definition of quality to encompass animal welfare, animal health, food safety, identification and traceability and environmental issues. In other words, the concerns that the industry’s international customers hold in their minds and seek reassurance and information about and its social responsibility to New Zealanders.
That’s why the deer industry’s quality programme’s aims are to provide its customers, worldwide, with an assurance that its products always meet their requirements and to play a positive role in New Zealand economic and social development.
At the same time, experience has shown that consistently meeting those needs also helps improve productivity (and therefore returns) on the farm. So it’s a win/win result.