Deer farmers to target quality and heavier weights

DINZ remains confident market prices can be sustained despite being at the sharp end of the recession's impact in Europe and the US. Restaurant sales in Germany are down 7% year-on-year and some US restaurants are reporting a 25% slump in demand. "˜This hits us disproportionately hard,' says DINZ venison marketing services manager Innes Moffat. He urges producers to keep price expectations "˜real' and talk to processors about numbers they will be supplying reports Rural News. "˜He also says delivering high quality, clean carcases will be key: "˜Make sure you deliver the best possible eating experience to your customers around the world.' DINZ executive chef Graham Brown echoes Moffat's quality call and says higher carcase weights are needed. "˜A 40kg carcase is much harder to work with than a 55-60kg carcase.' In light of the recession, Brown's promotional work has been focussing on ways for chefs to keep the "˜centre of plate' price of venison down. "˜In the last 18 months I've used more mince than I've used in 20 years in the game restaurant industry.' Plate pricing plays to the meat's strengths as waste is minimal and its richness means smaller portions are needed. Beef might be 30% cheaper priced per kg, but on the plate prices are on par. "˜This product of ours is very, very good. It allows us to do wonderful things with it. It has good eating quality and you don't have to give the customer so much because it is so rich."˜And all the trimmings can be used. There's no fat, no silver skin. There's less than 2% waste from a 5kg leg of venison.'