COVID ravaged the foodservice markets for venison cuts, but the velvet markets remained strong. Now new marketing efforts by the deer industry are bringing more diversification just as the foodservice markets return

Farming in New Zealand can be tumultuous, and in the two decades of the 1970s and 80s were marked by boldness, optimism and an appetite for risk.

In deer farming by the 1990s the industry had matured and hit its straps with the development of markets and more sophisticated thinking, although particularly for velvet the 1990’s did still see some volatility in farmgate returns.

Rhys Griffiths of Deer Industry NZ says the impacts of Covid on foodservice and restaurants, as well as on logistics for getting product to markets, have put significant pressure and demands on resources. Farming is a constantly changing environment, public expectations around water quality, animal welfare and greenhouse gas emissions from farming all ad pressure to farming businesses.

These pressures won’t get any less but they are not being ignored by farmers, and a lot is talked about the work farmers are doing to tackle big ticket items such as water quality and emissions. Farming is making a good head start in these areas, but efforts can’t be slackened.

Venison is being diversified into new markets. Seeking the highest-value customers for venison table cuts through chefs and restaurants will remain an important focus, but companies are also working on alternate channels and novel customers for manufactured items. At the same time there is huge potential for adding value to exports by connecting the right products with the right customers in China.

Over the past 12 to 18 months, it has been clearly a tale of two markets. The market for velvet has weathered the Covid storm well, with increases in volumes, herd sizes, investment and – most importantly – confidence. Venison, meanwhile, has struggled to compete with strong returns for sheep and beef. Farmers’ patience is being sorely tested but industry and farmers remains confident that the longer term prospects for venison are strong.

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Angus Kebbell is the Producer at Tailwind Media. You can contact him here.