Item

Key elements of success and failure in the NZ venison industry

Shadbolt, Nicola M
McDermott, Alan
Williams, Cornelius
Payne, Tracy
Walters, David
Xu, Yimin
Date
2008-08
Type
Other
Fields of Research
ANZSRC::140201 Agricultural Economics
Abstract
This study explores the nature and performance of the New Zealand venison industry from 1980 to 2007. A number of critical success factors that have enabled the venison industry to develop were identified. These include: Intrinsic attributes of venison as a game product and New Zealand as the origin; Existing market in the early stages of the industry’s development; Early pioneers recognising the opportunity and responding in kind, including securing legislative support for deer farming; Comparative production advantages; Economies of scope and scale in the processing/exporting sector to allow ready diversification of markets when supply increased rapidly; Communication along the value chain, especially with customers and chefs; and Industry co-operation involving a collective strategy and alignment of promotional funding. Scientific knowledge and expertise from researching other farmed animals was used to determine how deer could successfully become a farmed animal. Key areas included deer handling, reproduction, yarding and feed requirements. Further research will be necessary to better match venison supply with demand.
Source DOI
Rights
Creative Commons Rights
Access Rights