The venison industry has been characterised by a number of boom bust cycles that have been highly de stabilising for all sectors in the supply chain. During the last ten years we have seen three major cycles with the latest putting the industry and many of its farmers financially on the edge of it's own killing knife. This study will examine the relationship that has developed since 1967 with the German game trade and the New Zealand venison industry. To understand how the game trade has influenced core trading and how the venison industry has developed there is a need to define the market structure and evaluate its influence and its driving forces. For example describing what major forces exist and how they have developed over the last twenty years, how the farm raised and feral venison industries has evolved in that time and to give particular attention to what factors have contributed to venison returns from 2000 to today.

The New Zealand Kellogg Rural Leaders Programme develops emerging agribusiness leaders to help shape the future of New Zealand agribusiness and rural affairs. Lincoln University has been involved with this leaders programme since 1979 when it was launched with a grant from the Kellogg Foundation, USA.