Deer Industry Zealand is delighted at today’s confirmation of year-round access for venison in France as a significant breakthrough for the deer industry.

“This is an excellent result, which has been achieved after more than 6 years of hard work by the Minister, the Ambassador, and government and Embassy officials with Deer Industry New Zealand’s input.” said Deer Industry New Zealand Chairman Mr Clive Jermy.

“Up until now we have been prohibited by law from selling venison to French consumers outside the traditional autumn/winter game season. This change in French Regulations allows the industry to build new demand outside the game season in a market with huge potential.”

“France is already our 4th biggest market by volume (6% of all exports), and accounted for $8.6million in export earnings last year.  With this change, we have another 6 months each year in which the industry can sell New Zealand Venison in France.  While we still need to convince consumers to try venison outside the traditional season, the opportunity is significant given France’s large population and strong interest in fine food. Also, it is a market where people already know, understand and enjoy venison.”

Building demand for venison outside the game season and reducing reliance on traditional market channels and segments in Germany are the main platforms of the venison industry’s strategy, currently being updated by Deer Industry New Zealand in consultation with exporters.

“To date, without the ability to sell our products year round, our promotional programme in France has been minimal.  While this will not be an immediate silver bullet for the industry, with the support of exporters and importers keen to develop this market we look forward to spring and summer promotions in France, leveraging off our experiences with similar programmes in other markets. Working in co-operation with our French deer farming colleagues to promote venison is an important part of our plans”.

“We would especially like to thank Minister Sutton and his officials for their time and efforts in securing this important result. Our Ambassador and Embassy staff in Paris over the years also deserve special mention and our industry’s gratitude for their persistence and professionalism.”