Oct 31, 2025
DINZ contracted chef Shannon Campbell working the booth at the National Restaurant Association trade show in Chicago earlier this year.
As American families prepare for Thanksgiving and look toward the festive season, our venison is quietly building its presence on more menus, more shelves, and more shopping carts across the United States. That’s thanks to the ongoing efforts of venison exporters participating in the North America Retail Accelerator (NARA), which just wrapped up its first quarter of Year Two. Despite the noise from rising costs and new tariffs, the programme is staying the course — backed by solid partnerships, practical campaigns, and a clear focus on long-term results.
Retail reach and repeat buyers
“Between July and September, participating companies saw year-on-year sales growth,” says DINZ Market Activation Manager Virginia Connell, “helped by expanded retail distribution through household names like Meijer and Safeway, as well as stronger online visibility on the likes of Costco.com.”
“Digital promotions continue to include influencer partnerships, recipe-based content, and seasonal reels, which have been driving traffic and lifting awareness. Most importantly, first-time buyers are converting into repeat buyers, which speaks to the product’s quality and positioning as a premium, high-protein, farm-raised meat.”
DINZ and the exporters are working hard to ensure venison is seen as both approachable and premium — a product that fits just as easily into a family dinner as it does into a festive occasion like Christmas or Thanksgiving.
Holding the line on tariffs
Of course, it hasn’t all been smooth sailing. In August, tariffs on venison increased from 10% to 15%. While not ideal, it hasn’t derailed the programme’s momentum. We continue to monitor the trade environment closely. While tariffs are set by executive action and could technically be reversed by a future administration, we’re not banking on a policy change anytime soon. The more important focus is what we can control: working constructively with our importers, staying close to our U.S. distributors, and showing up for the long haul. That’s exactly what the venison companies are doing.
Retailers in the U.S. are already under strain from inflation and rising input costs, so the tariff pressure adds another layer. But our venison’s premium story still resonates. Retailers want consistent supply, transparency, and products that move. That’s what we’re delivering.
From trade shows to trolleys
Following a strong showing at two major trade shows earlier this year, exporters have been following up on new leads and converting them to new business. As expected, some commercial conversations are still maturing. It often takes weeks for initial leads to turn into orders or new partnerships.
Product development and farmer engagement
Work on new products continues, with a particular focus on high-value leg cuts and medallions that match U.S. consumer preferences. Packaging and presentation are being fine-tuned to ensure cut-through on shelves.
Meanwhile, the regenerative agriculture workstream remains active, with over 20 farms engaged. The focus is now shifting from practice to storytelling — ensuring we can connect farm-level integrity with what consumers see on pack or online.
As always, farmer support and engagement remain strong. The link between on-farm values and retail value is clearer than ever.
What’s coming next
Looking ahead to the coming weeks and months, venison companies will be focused on executing seasonal campaigns, driving repeat purchase rates through e-commerce, launching new formats with key retail partners, and progressing on regenerative certification and storytelling. DINZ will also be sharing new market insights to help the companies better understand where venison is selling, and what’s working in terms of product mix and velocity.
If there’s one theme that runs through everything this quarter, it’s staying the course. There are no shortcuts. The venison companies are committed and investing time and money in this high-potential market. U.S. consumers are responding. Retailers are supportive. The groundwork is solid. Our venison is well on its way to becoming a trusted, year-round option in the world’s most competitive food market.
