Breeding values proving worth in commercial settings
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The 2020 velvet antler selling season is well underway, with marketers making large sales to their major customers in South Korea and China. While there has been an overall reduction in prices, demand is proving to be resilient, given the impact of Covid on many customers.

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Strong sales of venison in China are one bright light in otherwise stormy seas, says Deer Industry NZ venison marketing manager Nick Taylor. “September was a good month, with exports to China of 225 tonnes, by far the highest monthly total since Covid-19 emerged.

A 13.38 kg head of velvet from Greg Oliver’s red stag Benda was the big talking point at the 2020 NZ National Velvet and Hard Antler Competition held in Invercargill last week. It won first place in the 5 yr-old section and also took out the supreme Open Champion award. 

Many countries and regions have re-imposed hospitality lockdowns in response to a resurgence in Covid-19 cases. Expensive cuts like lamb racks, venison striploins and beef tenderloins are sitting in freezers in Europe and the United States waiting for the restaurants to reopen.

Breeding values really show their worth in a commercial farm setting. That’s been the resounding conclusion of a year-long exercise on three commercial venison farms.

Consumer demand for NZ deer antler velvet appears to be firming in the main markets, South Korea and China, as well as new growth markets like Taiwan. This is reflected in some reasonable sales of the new season’s crop, says DINZ markets manager Rhys Griffiths.

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