Dec 19, 2025
As we near the end of 2025, we are starting to hear more concrete discussions around velvet prices for the year. Reportedly, prices have rallied somewhat over the last couple of weeks from the dismal position held in the early part of the season yet are still back on last year. Exporters have had to work hard to reclaim some ground following the initial prices offered.
We are also starting to see and hear the numbers of heavier stags passing through the venison processors, which is not unexpected. If this trend continues through the summer as predicted by many, then we could expect our total volumes of velvet produced for the 2026/27 season to fall by 150-200 tonnes, or so some buyers are saying.
"As I’ve said in this season's lead up whenever prices are mentioned, they simply aren’t good enough, and this week doesn't change that,” says DINZ CEO Rhys Griffiths. “I am heartened, however, to hear prices have rebounded a bit from where some buyers were starting, which shows definite interest from the demand side. And with the stag cull numbers we’re seeing trend a certain way, it will help to reset the industry as we crack on with our proposed export licensing reforms and market development initiatives.”
Some farmers and exporters have helped the situation by playing hard ball with the early pricing indicators, refusing to sell at a price that would be well below the cost of production. This should be applauded and is the kind of “one industry” mentality that we need to operate under to give our industry a degree of collective empowerment.
Velvet importers will be becoming aware of what is happening on farm regarding cull stags, and this could have spurred them to lift prices via their respective buyer representatives here in New Zealand — perhaps to purchase some velvet ahead of next season’s potential reduced supply. Again, this would indicate that the demand is there for quality New Zealand velvet.
While DINZ cannot influence the current season’s wholesale price, we can create work programmes that drive longer term consumer demand with our highly respected in-market partners. These current intiatives are progressing well but will take time to be felt behind the farm gate.
