Good demand and prices for venison

DUNEDIN - Venison prices are settling at sustainable levels, according to Andrew Cuncan, managing director of exporter Duncan and Co.

Addressing a deer seminar at the Telford Rural Polytechnic, Mr Duncan said the outlook for venison was shaping up well, with good demand and price stability in the two main markets, Europe and the United States.

Prices were well ahead of last season, especially in Europe, and likely to remain at present levels. With the same stock numbers to slaughter and the same markets, prices next season should continue to hold up.

Mr Duncan said that in the present venison market, supply and demand were in balance. The key to any further growth in the market was promotion.

This was done by the exporting companies with help from the Game Industry Board in cases where they saw an advantage for the whole industry.

The size of animal attracting premium prices reflected consumer requirements. To get the right-sized chops, steak or rack, the ideal weight range was 50kg to 70kg for red deer and over 70kg for wapiti cross animals.

Quality assurance was another feature becoming increasingly important, both for exporters and consumers.

With animal identification soon to be compulsory in New Zealand, the traceability from consumer back to the paddock was a key feature of on-farm quality assurance schemes.

Some companies had their own assurance certification schemes.

Mr Duncan said the New Zealand deer industry had a good natural image that was important in the high-paying niche markets. An association with genetically modified products, growth promotants or antibiotics in stock foods could change that image.

The deer industry did not have to become organic, he said. However, it was well placed to go organic if markets were paying a good premium.

- NZPA