Sep 25, 2025
As the second year of the North American Retail Accelerator (NARA) programme progresses, the sector is facing the new tariff headwinds with a pragmatic mindset and strong sense of purpose. With the introduction of the 15 percent tariff in early August, it's clear that market conditions are unlikely to get any easier in the short term. Yet there is also growing confidence that New Zealand venison — when positioned well — can continue to earn its place on the shelf.
Holding a realistic market view
Retailers and consumers in the U.S. are coming under pressure. Input costs, inflation and trade barriers are feeding through into pricing decisions. Tariffs are compounding the problem, adding invisible but real friction across supply chains. A recent survey cited in U.S. media shows that nearly half of American consumers have noticed higher prices on everyday goods and are changing their behaviour by trading down, delaying purchases or looking for greater value. Tariffs are also fuelling uncertainty in the business environment, with retailers reassessing which imported products they support and at what scale.
"While the sector would certainly welcome a reversal of the tariffs, there’s no sign of that happening anytime soon," DINZ CEO Rhys Griffiths says. "In saying that, DINZ acknowledges and is grateful for the tireless work of New Zealand’s trade officials, who continue to advocate for open access and fair treatment. In the meantime, our commercial focus is clear: control what we can control and create value in-market through performance and partnership."
Building on strong foundations in Year Two
Now well into its second year, NARA continues to support venison companies to expand their retail presence — particularly through health-conscious and premium channels. This isn’t about chasing volume at any cost. It’s about identifying the right stores, the right shoppers and the right messaging that connects our farm-raised story with real consumer needs.
Feedback from participating companies and retail partners remains encouraging. Some formats are performing better than others — especially those products aimed at convenience-seeking, protein-aware buyers. Promotional campaigns, staff training and storytelling in-store are helping to bring the category to life.
The sector's approach to this market is rooted in a few key principles — principles that the NARA programme is helping to scale in a deliberate and strategic way. These include:
- Focusing on premium and niche channels, where origin, sustainability and health remain valued attributes.
- Telling our story well, including clear messaging around animal welfare, natural rearing and traceability.
- Supporting retailers through point-of-sale materials, staff education and tailored promotions.
- Targeting resilient consumer segments, especially higher-income households and wellness-focused shoppers who continue to spend, even in inflationary conditions.
- Maintaining product flexibility, with a mix of premium cuts and value-oriented formats that allow retail partners to adapt based on demand and pricing dynamics.
This is not a “one-size-fits-all” market, but instead one that rewards quality, consistency and insight.
Adapting to retail realities
One of the most significant lessons from NARA to date is the importance of flexibility. While premium pricing is still achievable in some channels, it is no longer a given. Retailers are increasingly focused on movement: product performance on shelf, repeat purchases and consumer feedback.
"What we're seeing is that the development of fit-for-purpose formats is becoming more important," says DINZ Market Activation Manager Virginia Connell. "Ground venison, ready-to-eat meals and convenient packs are performing well with modern shoppers. These formats provide price points that appeal to our ideal audience while still carrying the New Zealand story of integrity, provenance and quality.
"Equally, we're learning that shelf success isn’t just about the product itself. It’s about the full retail journey, from building brand awareness and training staff to supporting promotions and maintaining a consistent presence in store."
Retaining a long-term view
Despite the global trade noise, the fundamentals remain in our favour. New Zealand venison is a differentiated product. Our farming systems are natural. Our product is traceable. Our sector has a reputation for integrity. The key is to match that story with execution through retail presence, customer insights and operational discipline. NARA helps bridge that gap. By pooling insights, co-investing in promotion and encouraging companies to learn from one another, the programme is lifting capability across the board. Companies are beginning to see not just short-term wins but also long-term pathways to market resilience and growth.
Behind all of this progress is a foundational truth: none of it works without high-quality product from the farm. Farmers continue to deliver consistent, higher welfare, pasture-raised venison that meets the expectations of the most discerning consumers. As demand in North America shifts toward natural proteins and ethical sourcing, this foundation becomes even more important. This is why the wider value chain — from farm to exporter to retailer — needs to continue to move as one.
Venison may not be immune to global pressures, but it is well-positioned to navigate them thanks to a mature, collaborative industry and the commercial leadership of companies willing to adapt, invest and learn. NARA is not about shortcuts. It’s about doing the work — week by week, account by account, insight by insight — to build a resilient market that delivers better long-term returns to farmers and exporters. As Year Two progresses, that work continues with energy and purpose.
