Venison Industry Strategic Intent Out for Consultation

5/28/2004

Deer Industry New Zealand has released its proposed Venison Industry Strategic Intent for the next 5 years for industry consultation.

The paper has been developed after initial consultation with venison processor/exporters and the Deer Farmers’ Association Executive Committee and Branches.

“The Strategic Intent has some notable features which Deer Industry New Zealand believes set it apart from previous industry strategies and which mark an important process of development”, says Deer Industry New Zealand Chairman Clive Jermy.

“First, unlike previous strategies, which have generally been focussed on one or small number of markets this is a ‘first’ for the deer industry in considering a wide range of markets as targets for development and demand creation.  Secondly, for the first time, the industry’s strategic intent includes measurable targets.  These are necessarily broad and general in nature, given the need to identify common goals while also allowing flexibility for commercial operations, but provide a clear indication of a common general direction supported by the industry.  Thirdly, the Strategic Intent recognises that research plays an important part in assisting the industry to address some of its main challenges and exploit market opportunities and provides a clear list of priority areas of research for research funders and providers to work from.”

However, many aspects of the Strategic Intent reflect existing priorities.  For example, it is founded on the principle that the industry is in a stronger position to achieve sustainable profitability with all partners – producers, processor/exporters and customers - working together towards common agreed goals.  “This partnership approach is not new. It builds on the 3 Partners: 1 Vision Strategy published in 1999.  However the need for all parts of the industry to work together is as valid today as it was then.”

“Furthermore, many of the fundamental themes agreed over recent years regarding venison market development are captured and repeated here.  This has happened deliberately, after initial industry consultation and is an endorsement for the general direction previously agreed.  Some of the main challenges facing the industry in recent years remain and the strategies to address them, many of them long-term, must continue to be pursued.”

Key industry objectives described in the Strategic Intent include the need to build markets outside the traditional game season and outside the narrow traditional food service sector, extending the period of consumption and better aligning production and consumption patterns.  Another key objective is ensuring the industry’s products are identified to New Zealand country of origin.

“Retail market development plays a central and critical part of achieving these objectives” says Deer Industry New Zealand CEO, MJ Loza.  “While there are certainly food service opportunities in modern upmarket restaurants which we won’t ignore, retail is the focus of the industry’s strategy.

“There are important reasons for this” says Loza. “Unlike restaurants, where chefs generally promote the seasonality of products like venison, retailers are more willing to stock venison year-round. Also, New Zealand country of origin messages seldom reach restaurant diners because country of origin generally isn’t promoted on menus.  However, at retail, country of origin is promoted on packaging and is used as a big selling point.  Also, many advantages of venison, like its very healthy nutritional profile, aren’t promoted at restaurants but are an important feature of retail promotions.  For these reasons retail gives us a very good platform to help the industry achieve its agreed objectives.”

Deer industry stakeholders can download a copy of the Strategic Intent from the Deer Industry New Zealand website at http://www.deernz.org/?id=331.  Alternatively, a copy can be obtained from Mira Fraser at the Deer Industry New Zealand office: Phone (04) 471 6110, email mira.fraser@deernz.org. Feedback is due by 16 June 2004.

Once this consultation process is completed, a detailed budget and operational plan will be developed reflecting the finalised Strategy in consultation with processor/exporters and the Deer Farmers’ Association.