Key elements of success and failure in the NZ venison industry

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.