Summer Cervena 2019 campaign launched in Europe

Shannon Campbell putting Cervena on show for top chefs at the Metro Academy
DINZ consultant chef Shannon Campbell putting Cervena on show for top chefs at the Metro Academy in Belgium.

Alliance Group, Duncan NZ and Silver Fern Farms are working together with Deer Industry NZ (DINZ) in the third year of Passion 2 Profit (P2P) Primary Growth Partnership activity raising awareness for Cervena for Northern European summer menus.

This year’s Summer Cervena campaign, running from late-March through to August, has a primary focus on foodservice. The venison exporters are building on the previous activity and now working together with their respective importers/distributors in Benelux and German markets to lift sales to chefs and foodies in the region.

The predominantly foodservice campaign is seeking to attract the attention of high-end and more casual-upmarket establishments, in particular, says DINZ venison marketing manager Nick Taylor.

“We’re looking to get Cervena on the menu of chained restaurants like Ellis Burger and trendy concepts like Balls & Glory,” explains Taylor.

The group also want to get Cervena added to the baskets of gourmet home-delivery services, like Hello Fresh and Foodbag, and will continue working with a select number of high-end butchers, through wholesaler Franky, to promote the product and brand.

The three venison exporters have a raft of activity underway in Europe, complemented and supported by DINZ social media marketing which you can read more about in the latest edition of Deer Industry News (95) now arriving in deer sector mailboxes all over the country. You can also read about DINZ’ new partnership with the MasterCooks of Belgium and young chef Paddy Pope-Moody is off to Germany, working in the market with Silver Fern Farms as part of the P2P programme.

Every mouthful counts, nutritionally

Also included in the edition is news of the latest update for New Zealand venison’s nutritional science. It’s official: “Venison is naturally low in fat and saturated fatty acids. It is also high in protein, vitamins and minerals, particularly iron, making it an ideal choice in a healthy balanced diet.” That is the verdict from the team of nutritionists at Foodcom, charged with updating the information with the latest available nutrition science for venison.

Trained dietitian Julie North, who directed the work, was surprised at the significant numbers of New Zealand’s dietitians and nutritionists who were undecided about the role of red meat in the diet.

Deer Industry News 95-cover“We have an extraordinarily large number of dietary health professionals sitting in the middle ‘unsure’ camp about the importance of red meat in the diet,” says North. “This is a concern, I think, because it shows the current trends around plant-based diet are starting to have a little bit of an impact. However, it also indicates a very good opportunity as they are likely to be highly receptive to information.”

North’s team’s review of the latest material found grass-fed venison is naturally low in fat and saturated fatty acids, such as Omega-3. It is also high in protein, vitamins and minerals, particularly iron, making it an ideal choice in a healthy balanced diet.

“Venison stands out to me as a very high-quality meat nutritionally. Every mouthful certainly counts,” North says.

What stood out for her most, as a nutritionist, was that venison is such a good source of iron in an environmentally sustainable, healthy diet. This means a consumer can eat less venison to get the same amount of iron as you would from other meats. North believes that’s really relevant right now, “when there is a significant push to reduce the amount of meat eaten in the diet and a great strength in the story for venison, she says.

The deer sector’s decision-makers will be considering this and more in Wellington on 16 and 17 May when they are attending ®the 2019 ‘Relections and Directions’ Deer Industry Conference and the NZ Deer Farmers’ Association’s 44th annual general meeting.

These articles appeared in the latest edition of Deer Industry News magazine (April/May 2019) and are reproduced here with permission. Check out the magazine for more in-depth deer industry specific news, including on-farm fieldays, trials and more.

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