Jul 19, 2024
Deer Industry New Zealand (DINZ) launched its North American Retail Accelerator project on 1 July after the Ministry for Primary Industries (MPI) approved DINZ’s funding application under the Sustainable Food and Fibre Futures (SFF Futures) programme.
MPI is to contribute around a third of the $4.9 million investment, with the five venison exporters and DINZ making up the other two-thirds.
DINZ consultant chef Shannon Campbell preparing venison meatballs for sampling by retailers and chefs at a recent trade show in the US.
The three-year project, which started 1 July, will lift demand for New Zealand venison through the North American retail market and is forecast to deliver an initial return of $20 million – a 4:1 return on investment – by its conclusion in 2027.
Interim DINZ chief executive Rhys Griffiths is enthusiastic about the project.
"The SFF Futures North American Retail Accelerator will leverage great work done by companies and open doors wider for the deer industry,” he says.
“By creating a robust and stable market in North America, we will diversify our export base and create sustainable growth for our farmers. This project exemplifies our commitment to innovation and excellence in the global marketplace."
The project will enable New Zealand producers to connect more closely with New Zealand venison consumers, using retail channels to diversify from a historic whole reliance on the foodservice sector in North America. It will also enable the industry to tell its story directly to consumers, highlighting this country’s sustainable farming systems and building a general awareness of New Zealand grass-fed venison.
“This project has been a long time in the making, so it’s great news that it has officially kicked off – a huge thank you to MPI,” says Virginia Connell, DINZ assistant markets manager.
Connell is looking forward to “growing the ‘New Zealandness of venison in the North American market and really building on New Zealand venison’s reputation for excellent farming practice. While this project is focused specifically on retail," Connell says, "it will ultimately create awareness across all sectors as education spreads on New Zealand venison.”
Scott Champion will chair the project steering committee.
The SFF Futures North American Retail Accelerator includes all five New Zealand venison processing companies: Alliance Group, Silver Fern Farms, First Light Foods, Duncan NZ and Mountain River Venison.
The project will be overseen by a steering committee chaired by well-known independent primary production consultant Scott Champion, with the rest of the group made up of former DINZ chief executive Mark O’Connor, representing the venison exporter companies; DINZ board member Paddy Boyd as farmer representative; signatory representatives from DINZ and MPI; and the DINZ SFF Futures project team.
“As an industry, we are poised to achieve new growth and establish New Zealand venison as a premium choice in the North American market,” says Griffiths.
