The New Zealand Deer Industry
Introduction
The New Zealand deer industry began in the 1960s with small exports of venison from feral deer. In 1970 the first breeding herd was established to provide a continual supply of high quality venison. By the mid 1970s, deer exports had expanded to include velvet. Top quality velvet has become a valuable export to traditional Asian medicinal markets, particularly in the Republic of Korea.
The deer industry continues to expand; deer numbers have grown 50 percent over the last ten years.
The Industry
New Zealand is the major world supplier of venison. Eighty percent of its production is exported to Europe, with Germany taking up to 50 percent. The US is another important market. There are nine companies that export venison from New Zealand; six of these operate their own processing facilities.
New Zealand velvet is produced primarily for the Asian market, with 90 percent of exports going to the Republic of Korea and Hong Kong. New Zealand is one of the main suppliers of deer velvet on the world market, along with the former Soviet Union and China.
Farming deer
Deer are frequently run as a secondary enterprise in conjunction with other pastoral livestock, but there are 2300 farms where they provide over 50 percent of revenue. These specialist farms carry 63 percent of all deer. Deer are farmed in all regions of New Zealand, but are most plentiful in Canterbury, Southland and Otago.
Most New Zealand deer graze on ryegrass pasture, but some specialist pastures such as chicory are also used. Supplementary feeds in winter may include silage, hay or grain. No hormones or growth promotants are used in the farming of New Zealand deer. Specially designed yards and sheds are needed to handle these nervous animals, and velvet is removed under a local anaesthetic, following strict animal welfare regulations.
Farmed Deer Numbers 1982 - 2002 (000s)
Source: Statistics NZ, Game Industry Board
The Industry
New Zealand is the major world supplier of venison. Eighty percent of its production is exported to Europe, with Germany taking up to 50 percent. The US is another important market. There are nine companies that export venison from New Zealand; six of these operate their own processing facilities.
New Zealand velvet is produced primarily for the Asian market, with 90 percent of exports going to the Republic of Korea and Hong Kong. New Zealand is one of the main suppliers of deer velvet on the world market, along with the former Soviet Union and China.
| Venison Exports ($million FOB) | Velvet Exports ($million FOB) |
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| Source: SONZAF various |
Industry Organisation
The deer industry is led by the Deer Industry New Zealand (DINZ), a statutory producer board that currently has five representatives from the Deer Farmers Association, four from the Deer Industry Association, and one appointed by the Minister of Agriculture to represent consumers. DINZ takes a strategic role in co-ordinating industry marketing and market access, quality and research programmes. It does not trade in deer products.
"Cervena" is a name registered exclusively for speciality cuts of New Zealand venison. It was introduced in 1983 as part of a strategy to develop a reputation for consistent quality and value.
The New Zealand Deer Industry Association (Inc) represents the interests of venison processors and exporters, and the velvet/deer product industries.
The New Zealand Deer Farmers' Association represents deer farmers, and was formed to help maximise sustainable benefits for all deer farmers and to provide a links to the agricultural industry and the public.
Outlook
New Zealand venison production is expected to increase steadily from the 29 000 tonnes (carcass weight) produced in 2002/03. Also demand is expected to increase as a result of economic growth in OECD countries. Sales of venison will also be improved by a promotion strategy in Europe, differentiating New Zealand venison from other products, and by quality assurance programmes that will enable venison to be traced back to the farm of origin.
Demand for velvet has improved since the Asian financial crisis in 1998 and New Zealand production has increased slowly in response to this. Production is expected to continue responding to price movements. Continuing research showing the health benefits of velvet is expected to stimulate demand in new markets.
Contact for Enquiries
MAF Information Services
Pastoral House
25 The Terrace
PO Box 2526
Wellington, NEW ZEALAND
Fax: +64 4 894 0721
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