Marketing Programmes

The major market for New Zealand venison is Western Europe and Scandinavia, accounting for approximately 85% of total venison exports.

Germany is New Zealand’s largest single market accounting for approximately 45% of export earnings, and the United States is the second largest single market with around 12% of export earnings.

In Germany, venison is generally considered a traditional product, with strong links to the autumn hunting season. Game restaurants, which feature venison among a range of other game foods, are part of the German culinary tradition although their popularity is gradually waning as younger diners move away from the heavier style of traditional dishes.

In recent years the New Zealand venison industry has actively promoted a more contemporary style of cooking farmed venison.  The focus highlights the versatility of venison, and demonstrates how venison can successfully be used year round. Young chefs in particular find this an innovative culinary approach.

Research has shown a number of emerging market niches where New Zealand venison offers significant marketing advantages.

• Younger consumers who prefer lighter eating styles and frequently eat out in restaurants
• Households with high discretionary income who seek premium quality, healthy, convenient, quick food year round

A variety of marketing programmes are used to communicate the advantages of New Zealand farm raised venison to chefs and consumers worldwide.  Deer Industry New Zealand is working closely with exporters and their in market partners to maximize the coverage of this message.

Deer Industry New Zealand is actively involved in promoting New Zealand venison to chefs, distributors, salespeople and culinary students worldwide.  Examples of promotional events include in-house trade fairs, chef dinners, sales workshops and educational sessions at culinary colleges.

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