P2P - A Deer Industry Initiative

P2P - A Deer Industry Initiative

Where are we now?

Maturing as an industry has brought with it a range of benefits. It also carries with it the risk of losing the urge to change and adapt. In short:

  1. We need to generate more profit to attract new investment;
  2. We need to attract new farmers to take the place of the pioneers
  3. Other land use options are improving their production efficiency more quickly than we are.
  4. Competing venison producers in Europe are copying our techniques and chasing our markets.

To address these issues, we need to do two things: improve our marketing, so that the industry earns more from each kilo of venison it produces and increase farm productivity, so that venison production is more profitable, resilient and competitive as a land use.

The way we are doing this is through our Passion2Profit strategy.

New Zealand’s five major venison marketing companies, the New Zealand Deer Farmers’ Association and Deer Industry New Zealand (DINZ) have agreed to work together to transform the New Zealand venison industry.

Progress Report on the Primary Growth Partnership Passion2Profit Programme.

Sapere Research Group

An Advance Party is a well-supported group of motivated deer farmers who work together to identify opportunities to improve profits on their deer farms.

Recent Activity: Benelux Cervena Venison Trial.

The trial focuses on introducing Cervena Venison to Dutch and Belgian Foodservice channels, is now into its 3rd year.

Farmers coming together to help each other identify what needs to be done to improve their farm environments, and showing each other how to do it, with some professional guidance when needed.

The Passion2Profit programme aims to grow and capture the full value available to New Zealand by collaboratively positioning farm-raised venison in new markets as a premium non-seasonal meat, and by better aligning supply with demand.

The Deer Tech Expos connect farmers with technical experts and service providers for a deer focussed, non-commercial day of learning.

Deer Industry New Zealand will provide future rural professionals with an opportunity to get to know what the deer industry has to offer.

Knowing more about deer and how they are farmed may improve your services to the rural sector.

Farmers with deer are seeking advice to capitalise on good product prices and opportunities for increases in productivity.

P2P Regional Workshops bring Advance Parties (APs) together with other deer farmers for a public meeting to work on specific farming topics to help improve farm profit and performance.