Dec 20, 2024
Regional regulations and global market expectations are only going to increase, driving the need for integrated farm plans. DINZ currently has funding from MPI to help farmers complete their integrated farm plans and can assist in a number of ways.
Components of an integrated farm plan
But what exactly is an integrated farm plan?
An integrated farm plan (IFP) provides a practical framework to address biosecurity, water management, animal welfare standards, and more. Having an all-of-farm plan approach allows farmers to consider all these factors in a unified way.
You can find out more about how you get access funding and resources to get started on your farm planning journey here >>
In October and November, DINZ surveyed a sample of deer farmers to gauge their attitudes to farm planning and gather wider industry trends.
The term "integrated farm planning" was new to most, but when it came down to the practical components of farm planning (see "Components of an integrated farm plan" chart), there was a variety of interest from farmers. Animal Health and Welfare was of most interest for smaller farms, along with Biosecurity/Traceability. Those newer to farming or with large farms had a broader interest across plans, while farmers looking to retire and those with very small herds tended to have lower interest.
Another finding from the survey was just how many farmers keep their farm plans in their heads. Not only is this a concern if said farmer is incapacitated, as there is no way to pass on information - it also means that there is no documentation of all that hard work.
Over the next few months, we will be looking at why farmers are being encouraged to build and implement integrated farm plans from multiple angles, including market expectations, regulatory requirements, and more.
This article will focus on market expectations.
In today’s rapidly evolving global markets, the importance of verification and documentation cannot be overstated. Increasingly, regulators and consumers demand greater transparency, traceability, and proof of sustainable practices. This isn’t just about compliance—it’s about securing a competitive advantage and maintaining the premium positioning of New Zealand venison.
DINZ Project Manager Damon Paling
DINZ talked with Damon Paling, who played a key role in project managing the recently-resolved China market access issues for frozen velvet and is also involved on a strategic level with the North American Retail Accelerator (NARA) project. Paling acts as an NZTE Beachhead advisor, helping companies with their export strategy.
Paling explains, “For New Zealand pastoral farmers, verification offers a ‘proof behind the promise’ approach that underscores the integrity of our whole farming systems. This includes elements of regenerative agriculture, biodiversity protection, and animal welfare, all of which contribute to a more sustainable future. By adopting a suite of on-farm measures—such as soil health assessments, water quality monitoring, and carbon footprint tracking—farmers can provide third-party assured data that resonates with discerning consumers. In effect, New Zealand isn’t just selling great venison; it’s selling trust and authenticity.”
Verification serves as both an offensive and defensive market strategy. Offensively, it helps New Zealand venison carve out a premium niche in high-value markets such as the USA and retailers like Whole Foods, where consumers are willing to pay more for ethically produced, environmentally sustainable, and traceable products.
“These consumers want to know where their food comes from, how it was produced, and the impact it has on the environment,” says Paling. “Verified practices around regenerative farming, biodiversity, and whole-system management meet these needs, reinforcing New Zealand’s reputation for excellence.”
Defensively, verification helps protect market access by ensuring compliance with increasingly stringent regulatory requirements in markets like China, the USA, and the EU.
Paling notes, “China’s government-driven sustainability targets are shaping everything from production practices to packaging standards. Robust, third-party assured data ensures New Zealand venison remains competitive as these standards evolve. The same is true in the USA and Europe, where proof of sustainable and ethical farming is becoming a non-negotiable entry requirement.”
Incorporating verification into farm planning helps build trust not just with regulators and consumers, but also with retailers who are seeking suppliers that align with their brand values.
“By demonstrating a commitment to regenerative agriculture, environmental stewardship, and animal welfare, New Zealand farmers gain a competitive edge in retail environments where trust, transparency, and sustainability are key differentiators,” says Paling.
Farmers may ask, “Why bother?”
Paling explains, “The answer lies in the value proposition. Premium markets demand premium standards. Verification and documentation ensure that New Zealand venison remains a trusted, premium product, worthy of higher price points and more resilient to market volatility. It helps New Zealand stand out in a crowded market, providing proof behind the promise and connecting consumers directly to the farming practices behind the product.”
Ultimately, New Zealand venison’s competitive advantage rests on the integrity of our farming systems and the transparency we offer.
“By adopting verification practices now, farmers are not only safeguarding their own livelihoods but also contributing to the collective strength and reputation of New Zealand’s venison industry,” says Paling. “In a world where consumers are demanding more, trust is the product we’re really selling—alongside exceptional venison.”
In our next article on farm planning, we’ll look at how integrated farm plans can help set you up for satisfying regulatory requirements.
