Mar 2, 2026
The North American Retail Accelerator (NARA) programme is now past its halfway point and continues to deliver meaningful progress for the venison industry. NARA is supported through co-funding from MPI, with combined industry and government investment totalling approximately NZD $5 million, reflecting a shared commitment to building long-term value for venison in North America.
The first year of NARA benefited from strong tailwinds, such as high beef prices and rising interest in exotic proteins. Since mid-2025, the operating environment has become more complex, with tighter supply, stronger EU pricing for comparable cuts, and the ongoing impact of U.S. tariffs. The programme has transitioned from a fast start into a more disciplined, execution-focused phase.
As DINZ Chief Executive Rhys Griffiths puts it: “What we’re seeing now is a programme that’s doing what it was designed to do, and that is building resilience. The early momentum was important, but the real test is how venison performs when markets get tougher. On that front, we’re encouraged.”
A defining feature of the past six months has seen global demand for venison outstrip supply. While this has limited volume growth, we continue to capture good value. The five participating venison companies are focused on maintaining and strengthening retail positions, with price growth being driven by proven products, particularly leg cuts, rather than broad new product launches.
The companies are working closely with their respective in-market partners and brands. This includes regular market visits, direct engagement with retailers, collaboration with chefs and distributors to improve visibility, and build repeat demand. This “boots on the ground” work is critical. Retail space in North America is competitive, and NARA is designed to support and amplify these efforts, ensuring company investment contributes to a resilient market for the sector.
Investment in digital channels continues to perform well. Platforms such as Instacart are delivering encouraging results, with positive metrics across return on advertising spend, cost of acquisition, and click-through rates. Repeat purchasing through e-commerce is holding up, reinforcing confidence that venison is becoming a regular protein choice for U.S. consumers.
DINZ will continue to support company efforts through chef-led activations and earned media, including activity around major U.S. food events. DINZ will be present at the Summer Fancy Food Show in New York mid-year, using chefs and media engagement to amplify New Zealand venison’s story. Work has continued to refine the NZ Venison website, with better alignment now emerging on its purpose and priorities. The intent is for the site to support New Zealand provenance and category-level awareness, complementing company marketing rather than duplicating it.
Looking ahead through 2026
In early 2026, the US released its updated Dietary Guidelines for Americans (2025–2030). The guidelines place renewed emphasis on whole, nutrient-dense foods and high-quality protein, while de-emphasising ultra-processed products. A US food nutritionist characterised it well in a recent call with DINZ Markets Manager Terry Meikle, saying, "We would love to know who is doing the PR for red meat protein, because they are killing it – this is truly a meat moment in the US”.
Earlier this month, the US Supreme Court struck down President Trump's sweeping global tariffs as an overeach of emergency powers. However, the president has since moved to impose new duties under Section 122 of the Trade Act of 1974, with threats for other mechanisms to follow. DINZ maintains a watchful eye and is in regular contact with relevant Foreign Affairs and Trade officials. Companies continue to work pragmatically with U.S. partners to minimise disruption and protect hard-won shelf space.
As Rhys Griffiths concludes: “This is about building something that lasts. The signals we’re seeing give us confidence that North America can remain a strong, stable market for venison, and that’s good for farmers over the long term.”
