Key elements of success and failure in the NZ venison industry
Key elements of success and failure in the NZ venison industry
Shadbolt, Nicola M ; McDermott, Alan ; Williams, Cornelius ; Payne, Tracy ; Walters, David ; Xu, Yimin
Shadbolt, Nicola M
McDermott, Alan
Williams, Cornelius
Payne, Tracy
Walters, David
Xu, Yimin
Date
2008-08
Type
Other
Collections
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.