There’s an air of quiet positivity about venison in the latest Deer Industry News.
According to the magazine’s latest venison report, there was a steady uptake of chilled venison in the European game season, with air freight continuing until Christmas, venison exporters say. The schedule for farmers was holding steady as negotiations for frozen venison continued to progress with the European importers.
“The message that supply is tight in New Zealand has filtered through and, in some cases, the market is acting proactively to secure volume. At the same time the higher than usual pricing for the period is causing some buyers to hold off committing to orders as they wait to see how the supply situation plays out,” the report relates.
With dropping prices for other proteins, especially for pork and chicken in Europe, however, deer farmers are warned that European restaurateurs may relook at their margins and move to the lower-priced proteins. Meanwhile in the US, demand eased back following the end of the Northern Hemisphere autumn and holidays, but demand for chilled was relatively steady with the top 10 broad-line distributors increasing their emphasis on venison as a result of greater consumer demand for alternative proteins. This bodes well for future sales in that market. In addition, more social media use is proving effective in building direct US consumer support, the report notes.
Provisional Statistics NZ figures show that the year to end December 2015 New Zealand exported 15,035 tonnes of venison worth $181 million (FOB) to markets around the world. There was a 7.4 percent increase in the average dollars per kg to $12.04 over the period. Germany retained the top position as most valuable market, worth $53.61 million – just 0.2 percent more than the same period in 2014. The second ranked in value terms was the US ($25.42 million) which saw nearly 15 percent in growth over the period. Other growing markets are Sweden, France and Canada.
This year’s Deer Industry Conference will take place from 10 to 12 May 2016 at the Dunedin Centre, The Octagon in Dunedin – 21 years since it was last there. It’s theme is ‘Proud Partnerships’ and proceedings will focus firmly on the industry’s present and future, according to the organisers, as well as the industry’s Passion2Profit (P2P) programme. For venison, highlights will include the latest market developments with the Primary Growth Partnership and P2P, including the P2P Cervena initiatives in the Netherlands and Belgium, front-line relationships in the US and traditional markets and those emerging in China. There will also be an update on the industry’s Advance Parties initiative. Keynote speakers are yet to be confirmed but will join other leading players in agribusiness and farming on the programme.
Deer Conference 2016 will be live-streamed online once again by conference partner RuralTV and you will also be able to follow on Twitter (@DeerNZ16 #dinzconf16) . More information and registration will be available at www.deernz.org in due course.
All this and more, including the latest on the 2016 deer velvet sales, in Deer Industry News, February/March 2016.