More than 80 percent of New Zealand venison and co-products is now eligible for the Chinese market, thanks to listings for four of Silver Fern Farms venison plants in July, to add to May’s listing of Alliance Group’s venison plants.
The enhanced market access, up from just 10 percent of venison product eligible previously, was achieved after Ministry for Primary Industries audit and approval of the plants followed by accreditation by the Chinese agency CNCA and, finally, listing by the Administration for Quality Supervision, Inspection and Quarantine (AQSIQ).
The news is contained in the latest edition of Deer Industry News, which popped into post boxes this week. This notes that the new listing of plants will complement the well-established venison marketer Mountain River, which has been active in the market for the past few years.
Deer Industry New Zealand (DINZ) has welcomed the news, which it says, “is great news, not just for venison access, but also for co-products – Chinese consumers are reported to be the main market for these products.”
However, DINZ chief executive Dan Coup cautions that the challenge will be in finding premium-priced niches for venison products. He believes industry will have to work hard to position venison in that space.
The venison market report notes that export volumes for the six months to end June 2014 were up eight percent on the previous year, with 41 percent more going to the US. Switzerland, Benelux, the UK and Germany were all up too (31, 27, 38 and five percent respectively), while exports to France fell back by 50 percent and Sweden and Finland were down 15 percent.
Improved prices in the year ahead have been indicated by exporters and early indications are for solid sales of chilled venison in the coming months, it says.
Also contained in Deer Industry News is a report on New Zealand venison promotional activities in Germany, Benelux, the US and New Zealand, plus an article from the recent Red Meat Sector Conference and another on the challenge of science uptake by deer farmers.