The five exporters involved in the Passion2Profit (P2P) strategy are supporting a pilot marketing project, designed to identify an entry strategy for China. Recently completed market research has identified major barriers to venison gaining widespread consumer appeal there.
New Zealand enters the 2016 velvetting season with growing demand from value added processors, increased local processing and production lower than some have predicted. Market fundamentals appear sound, but currency movements will influence prices to farmers.
Overall venison production is down, but sales of chilled venison are growing, boosting returns to deer farmers. New Zealand farm raised venison is increasingly resonating with influential chefs and a new generation of consumers who are open to new culinary concepts.
NZ Landcare Trust has been working with deer farmers to capture examples of excellent sustainable land and water management from around the country. The final five videos from Waikato and Southland join the ten previously released.