Stronger demand for venison and rising velvet prices

Deer Industry News 65, AprilMay 2014

Good news is emerging from the European market for venison with stronger demand among importers for middle cuts and earlier orders for frozen venison, while velvet prices are rising as supply tightens.

The deer industry’s latest updates are contained within the latest edition of Deer Industry News (65, April/May 2014) which arrived in mail-boxes this week.

Silver Fern Farms’ Sharon Angus talks to the magazine about the importance of promoting venison on the home market. In addition. chef Graham Brown visited China to demonstrate New Zealand venison for foodservice distributors and chefs, Lowe Products recently rebranded as ‘Cervus Bio’, a specialist deer ingredient manufacturer and Mountain Red is breaking barriers, being the first deer velvet company to enter Australia with its velvet health supplement products.

The industry’s Passion2Profit (P2P) productivity programme is still on a roll. The latest Deer Progeny Test results are reported and show an increase in carcase weight of over two kg per head, a useful increment towards the P2P target of 64kg average carcase weight by 2020.  In addition, forty-six properties with more than 30,000 hinds are now involved in the deer industry’s Advance Parties initiative within the programme.

The deer industry will be meeting in Methven from 20-22 May to discuss the above and more at its annual conference, which this year is themed Grass Roots, Green Shoots and will be live-streamed by Rural TV. Speakers include Professor David Hughes, Emeritus Professor of Food Marketing from Imperial College, and also the chairman of the Chinese Deer Farmers’ Association Professor Yang. Find out more and register at the conference website.

The edition also includes DEEResearch’s latest annual report to June 2013.

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