Jun 26, 2026
Ahead of the 2026 Summer Fancy Food Show in New York (June 28–30), the Deer Industry New Zealand (DINZ) team has been making the most of its time on the ground in the United States, meeting partners, building relationships, and continuing to drive momentum through the North American Retail Accelerator (NARA) programme.
As part of this year’s market visit, DINZ’s Market Activation Manager Virginia Connell and contract chef Shannon Campbell have been engaging directly with importers, distributors, and marketers across key regions. These in-market conversations are a core component of the NARA programme, which is focused on accelerating retail growth for New Zealand farmed venison.
DINZ contract chef Shannon Campbell prepares NZ venison dishes at an NZTE event ahead of the All Whites’ FIFA World Cup opener.
The first leg of the trip on the West Coast provided an early highlight. In Los Angeles, Chef Shannon showcased NZ farmed venison at a New Zealand Trade and Enterprise (NZTE) event timed to coincide with the All Whites’ World Cup opener against Iran. While the event catering was otherwise a quaint celebration of Kiwi culture—complete with mini pies, sausage rolls and pavlova—DINZ jumped at the opportunity to add venison to the mix, working alongside the NZTE team to bring the story of New Zealand’s premium red meat to life.
With a guest list that included New Zealand personalities (including Rhys Darby, Rachel Hunter and former All White Ryan Nelson), as well as FIFA-connected attendees and a range of influential figures from the world of professional sport, the event offered a valuable platform. Campbell’s venison dishes, all made with cuts from a Denver leg to showcase versatility, were well received, reinforcing how naturally NZ farmed venison aligns with current global food trends, particularly its lean, high-protein, nutrient-dense profile. In a setting surrounded by elite sport, the connection between venison and performance nutrition landed strongly, helping position the product as a compelling option for high-performance lifestyles.
“It’s been a really great vibe here,” says Connell. “The atmosphere has been electric everywhere we’ve been, and the games are on every screen you can imagine. A lot of people are out and about, seeing new cultures and new experiences. It’s a great time to be here pitching New Zealand farmed venison as a healthy, high-performance protein option.”
Throughout the trip, at other workshops and smaller events, the DINZ team continues to build on the foundations laid through NARA, spending time strengthening relationships with existing partners while also educating new ones who are preparing to bring NZ venison to market. That combination of relationship-building and capability support sits at the heart of the programme, ensuring partners not only stock NZ farmed venison but also understand how to sell it effectively in a competitive retail environment.
Outdoor cooking at the Summer Solstice Farm Dinner in New Jersey.
After one such an event in San Francisco, it was on to the Midwest for another event in Detroit before heading to the East Coast to take part in Fossil Farms’ annual Summer Solstice Farm Dinner in New Jersey. The Summer Solstice Farm Dinner, set on-farm and cooked entirely over live fire, brings together chefs and food influencers for a unique, immersive dining experience.
For DINZ, it was another opportunity to showcase the versatility of venison in a premium culinary context, aligning closely with NARA’s goal of positioning the product within high-value, health-conscious and specialty food channels.
After that, it was on to Washington, D.C. for an event at a local restaurant showcasing NZ farmed venison, where guests included Ambassador Chris Seed and representatives from the National Cattlemen's Beef Association and the American Meat Institute, as well as regional distributors and chefs of NZ farmed venison, including restaurant owner Chef Todd Gray, who was an original Cervena programme member and who has worked with NZ venison for almost 30 years.
Chef Shannon talks with NZ Ambassador to the USA Chris Seed.
It has been a packed schedule for the team, but the main event is fast approaching, with just days to go until the Summer Fancy Food Show in New York. The event will bring together thousands of buyers, distributors, and food professionals from across the industry, making it a critical touchpoint in the NARA calendar.
As momentum builds, one consistent message is emerging from the market: demand for NZ farmed venison remains strong, but supply continues to be a limiting factor. That dynamic reinforces the importance of the NARA programme—not just in opening doors, but in ensuring that relationships are maintained and New Zealand farmed venison is positioned where it can deliver the greatest long-term value.
With strong foundations now in place and continued investment in in-market activity, DINZ’s work through NARA is helping to create a more resilient, more diverse future for the sector; one built on partnership, premium, and a clear story well told.
