The deer industry struggles to shake off the perception of being a young industry with growing pains. Product price volatility contributes to banks, farm advisors and the media being wary of promoting this relatively small industry. The entrepreneurs who initially developed the industry are now retiring, exposing a lack of new and younger deer farmers. Encouragement of a new generation of low risk taking and successful farmers is needed to stabilize and grow the industries perception, as being an attractive and viable farming alternative.

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.