Mar 27, 2026
In a significant and welcome shift for the deer industry, the Government confirmed in late January that it will not proceed with a levy or pricing system for on‑farm biogenic methane emissions. This issue has been a long‑standing concern for deer farmers, creating uncertainty and risk for farm businesses. The amended plan signals a move away from punitive regulation and toward practical, farmer‑led and market‑driven solutions — an outcome the industry has long advocated strongly for.
Against this backdrop, Deer Industry New Zealand (DINZ) has finalised its new Climate Change Strategy, which sets a clear, practical direction for the next decade. Environmental Stewardship Manager Luka Jansen says the strategy reinforces a simple message: “Most deer farmers are already doing a lot right. The focus now is on strengthening resilience, backing farmer leadership, and turning good environmental practice into a real market advantage.”
The strategy allows DINZ to focus on what matters most— that is, supporting farmers on the ground while positioning the industry for long‑term success.
The strategy supports DINZ’s wider Thrive 2035 vision of a vibrant, profitable deer industry that delivers benefits for farmers, processors, rural communities, and the natural environment. It brings together farmers, velvet buyers, processors, and marketers across the value chain to align on climate priorities and move toward a market-led, low emissions future.
Jansen explains that at its heart, the strategy is a document that will help highlight the unique strengths of deer farming.
“As New Zealand’s youngest pastoral sector, deer farming has a strong track record of environmental stewardship,” Jansen says. “Many farmers were early adopters of landcare practices, fencing waterways, protecting biodiversity, and managing land responsibly. The strategy builds on this foundation, focusing on practical actions on the ground rather than top‑down control that we know doesn’t work.”
Social, political, and market expectations increasingly demand assurance that food is produced sustainably, with care for land, water, animals, and people. This strategy confirms the deer industry’s commitment to continuing to produce world‑class, nutrient‑dense venison and high-quality velvet bound for nutraceuticals, while still maintaining a low environmental footprint.
The Climate Change Strategy is structured around four key themes, which are:
- Building resilience to climate and regulatory challenges
This theme supports farmers to prepare for extreme weather and changing rules through improved pasture and grazing management, stronger farm planning, community networks, and practical, science‑based advocacy led by DINZ in partnership with the New Zealand Deer Farmers Association. - Collaborating to create and share knowledge across the industry
The second theme is centred around collaboration and the creation and sharing of knowledge. DINZ will work with farmers, processors, researchers, and government partners to ensure practical, relevant information is available across the industry. - Empowering farmers to lead practical, climate-smart solutions
The third theme, empowering farmers to lead climate‑smart solutions, puts farmers firmly in the driver’s seat. Deer farmers know their land best, and innovation often starts on farm. Key actions include improving how the industry measures and understands its emissions profile, supporting science‑based research, and continuing to influence government policy so emissions targets are workable and realistic while ensuring that deer farming remains viable. - Championing environmental stewardship as a market advantage
The fourth theme is about using the industry’s strong sustainability story to add value in the market. New Zealand deer farmers are the most efficient producers of venison and velvet in the world, and we need to tell that story better. By backing it up with clear, trusted data, such as Life Cycle Assessments, we can build confidence with customers and protect our premium position. Sharing real farm stories, working with communities, chefs, and exporters, and keeping sustainability messages simple and honest all help show the care deer farmers put into their land, animals, and products.
Overall, the strategy reflects recent shifts in government policy toward grass-root solutions rather than on‑farm emissions pricing.
The Climate Change Strategy is a living document. As science, technology, and markets evolve, so will the approach. Farmer feedback is encouraged, because this is a strategy shaped by those on the ground. By working together and building on what we already do well, the deer industry can strengthen resilience, protect the environment, and secure long‑term demand for venison and velvet, ensuring the deer industry has a strong and resilient future.
