Feb 28, 2025
The North America Retail Accelerator (NARA) programme, supported by the Ministry for Primary Industries’ Sustainable Food and Fibre Futures fund, continues to gain momentum, with promising signs that our shared industry goals are well on track.
“It’s been a strong start, and while there’s still plenty of work ahead, the commitment from farmers, exporters, and industry partners is clear,” says DINZ CEO Rhys Griffiths.
“With steady progress on market expansion, product innovation, and premium positioning, we’re well on track to achieve our long-term goals and drive strong commercial outcomes for New Zealand’s farmed deer sector.”
For the year until December 2024, New Zealand venison exports to North America were worth just over $79 million, up almost 15 percent from around $69 million in 2023, though 2023 figures are for the US alone while 2024 figures include exports to the nascent Canadian market.
The increase in exports to North America – into both the food service and retail markets – has shifted the makeup of New Zealand’s main venison markets, with North America now making up 43% of total venison exports, up from 39% to the US only in 2023.
Source: Stats NZ
New Zealand venison exporters have been busy setting themselves up for success, with several in-market initiatives and areas of focus with the programme now halfway through its first year.
“Retail training programmes have been successfully completed, and influencer marketing campaigns are underway,” says Virginia Connell, DINZ markets specialist. “This all helps to increase consumer awareness of New Zealand venison and encourage trial of products.”
Other initiatives include preparing for new product launches, with prominent New Zealand branding and packaging formats more tailored to big-box retailers. Ready-to-eat products have also formed a part of some market strategies, while another focus is on sustainability and good farming practices as companies look to strengthen regenerative farming claims and position the quality work that goes into producing their venison.
DINZ will be working with NZ venison exporters and local US distributors at two upcoming tradeshows: the National Restaurant Association (NRA) Show in Chicago in May and the Summer Fancy Food Show in New York in the middle of the year. While it will be the deer industry’s second year of promotion at the NRA Show, it will be the first time at the Summer Fancy Food Show.
These high-profile events will provide “an excellent opportunity to engage directly with leading retailers, helping to sustain momentum and expand the footprint of premium farmed New Zealand venison in North America,” says Connell.
The North American Retail Accelerator project was set up between Deer Industry New Zealand, the five venison exporters, and MPI to jointly work toward our key objectives of boosting export revenue for the New Zealand farmed deer sector; increasing the volume and value of venison cuts sold into North American retail; and building year-round demand to reduce reliance on the seasonal European game market.
