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photo: Dariusz Lolay
The venison industry is making a big push to get more Americans to eat New Zealand venison.
North America is already the largest market for New Zealand venison, but much of it is consumed in restaurants and our goal is to get more people cooking venison at home.
The New Zealand Deer Industry Association, the five largest venison exporters and the Ministry for Primary Industries are investing $4.9 million in the project, called the North American Retail Accelerator.
Deer Industry interim chief executive Rhys Griffiths said they would drive growth through marketing promotions and participation in trade shows “to promote the versatility and delicious taste of New Zealand venison”.
“When you do that, it’s important that you work with the exporters and marketers in the market to take it to the next step.”
Consumers also need to know where and how to buy these products, Griffiths said.
If the project is successful, he said, deer farmers will have to expand their herds to meet demand.
“We know that farmers have the ability to increase yields if they are given financial incentives, so it’s critical that we get this right.
“We have to ensure that returns at the farm gate continue to increase so that farmers are attracted to keep more livestock.”
New Zealand’s venison industry struggles during COVID-19 Experiencing a huge recession Because restaurants around the world are closing.
“That’s why it’s so important to diversify the markets and the uses for venison,” Griffiths said. “We need more North Americans to be cooking venison at home.”
He said the U.S. market is growing very rapidly, so there is huge sales potential for venison.
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