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Export returns up for velvet and venison in 2021/2022 | Mixed start for velvet season | Smart sensors piloted in PGG Wrightson deer velvet freezers | Venison buyers return to NZ | New Zealand venison receives top award in China | VelTrak™ password change approaching | New industry research strategy for GHG mitigation underway | New DINZ Board observer appointed | Call for deer farmers to help DINZ showcase environmental work

The deer industry is discussing the new strategy to guide Deer Industry NZ (DINZ)’s work over the coming five years. ‘Thrive with Passion’, has the ambitious vision to shape the deer industry for a changing world. DINZ is working on detailed plans for delivery of the priority projects and calling for feedback.

Deer farmers are urged to have their say on the new strategy by deer farming leader Justin Stevens. He has been hearing “plenty of passion” but also frustration, “disappointment and disillusionment too” from deer farmers about what has happened in the past. “That’s what the strategy’s all about, he says. “Now is the time for deer farmers to have their say.”

In two years, all deer farmers will be paying greenhouse gas levies. Details of the programme will be decided by the Cabinet in March. But the amount farmers will pay will likely be much less than was proposed by the government a year ago. “The direction of travel is looking much more promising,” says DINZ chair Mandy Bell.

Strong interest from visiting European buyers signals further improvement in venison prices in 2023, reports DINZ venison marketing manager Nick Taylor. Venison marketing companies are hosting buyers from Europe and the US to plan deliveries and promotions for the coming year.

Government has made $4 million available to help farmers, growers, whenua, Māori owners and rural communities in the areas affected by Cyclone Gabrielle to mobilise and co-ordinate recovery efforts. MPI is working with DINZ to help and assess what else might be needed. Deer farmers need to note OSPRI/NAIT changes and where support is available.

Recent velvet competitions and sire stag sales have showcased the growing trend for quality over weight when it comes to New Zealand deer velvet, says judge and PGG Wrightson national deer and velvet manager Tony Cochrane. 

High value cuts finding their place in the difficult European market | Ultimate Kiwi range a hit in New Zealand supermarkets | New Zealand venison recipes now in te reo Māori | Solid progress made on New Zealand velvet in China | DINZ upgrades working relationship with KGC | DINZ secures MPI funding to help with farm planning | New Deer Industry News editor Lynda Gray “up for the challenge”

Velvet exporters are facing one of the most complicated starts to the season DINZ manager markets Rhys Griffiths has witnessed, particularly in China. “Velvet consumption is generally trending in the right direction, but it’s just taking its time to move through the supply chain,” he reports.

Venison exporters, confident in the outlook for next year, are mindful of the need to lift farmgate prices of as they negotiate 2023 sales contracts. With a good game season behind them and reported continuation of strong demand, despite European uncertainty, the future is looking positive.

The Deer Industry New Zealand Board has just released a new strategy to guide its activities from 2023 to 2027 to speed up the industry recovery and build confidence in a sustainable and profitable future. “Thriving with passion,” is the vision for the sector, Deer Industry NZ CEO Innes Moffat writes.

As Deer Industry NZ (DINZ) prepares a submission on the government’s new farm-level pricing scheme for agricultural greenhouse gas (GHG) emissions, deer farmers’ voices are needed. DINZ chair Mandy Bell says there are opportunities to work with other sectors and government to “ensure the inevitable cost of GHG pricing is manageable”, that those with no way to sequester or mitigate are provided some relief, “and that decisions about the farming industry are taken by people with experience on and knowledge of the sector.”

New Zealand deer products are taking a leap to a new dimension with the roll out of a new way of telling the deer farming story. Nature’s Superpower™ has been developed by DINZ to help the sector tell a consistent story about New Zealand’s venison and velvet products. Canterbury deer farmer Graham Peck has welcomed the “very professional” initiative.

Europe is open for venison business again. Sales personnel are just returning from their first market visits for a couple of years. Duncan NZ executive chairman Andy Duncan reports he found Europe “is open and folks are getting on with business …”

Korean customers first to be introduced to Nature’s Superpower | Two sides to the velvet market | New Zealand foodwriters get a taste of venison | From the deer science archives: diseases that now cause less dis-ease | On-farm biodiversity: “Just start” | VelTrak: Don’t use the old blue tags | New summer intern for DINZ: Katie Preston | Looking for governance experience? DINZ seeking 2023 observer | Recipe: Venison Sausage Roll Wreath

Two weeks have passed since the New Zealand government opened consultation on its proposals for this country’s new world-first, farm-level emissions pricing system. DINZ has “deep concern” about the proposals’ impact on deer farming viability as they stand.

Transitional arrangements to protect sectors without mitigations is a part of the government’s farm-level emissions pricing proposal that is being worked on by the DINZ team going through the mass of detail Deer farming leaders were updated last week at the DFA Branch Chairs meeting in Wellington.

Consumption of New Zealand velvet will continue to increase in the medium-term, according to DINZ market manager, Rhys Griffiths. He brought the positive message from DINZ’first post-Covid market visit to South Korea.

Good progress is being made on growth in the US market and plans have firmed up for a $5 million investment over the next three years that will keep “three legs on the venison stool,” according to DINZ board member and First Light group managing director Gerard Hickey.

China: “work coming to fruition” | Companies stick with Cervena® | Low methane animals produce same meat quality | DINZ keeping alert for CWD | Invermay 50th – just like the old days! | Industry financial contribution key to government funding | Ian Walker farewelled in Hawke’s Bay | Winner of the 2022 Deer Industry Award is “a true doer” | Barry Mackintosh wins 2022 Matuschka Award | New NZDFA Life Members: Paddy and Barbara Boyd | Phil Stewart, highly commended for science writing | Recipe: Venison bacon chilli | Events

Next Generation: Striding to the future | Tech Workshop: Venison and velvet market updates; winter feeding; genetics progress | Game season: Berlin embassy hosts NZ venison show; fine food days; strong chilled demand | He Waka Eke Noa: How DINZ is putting the case for the deer industry while govt response awaited

Deer Industry New Zealand recognises that the government proposes to adopt a system for pricing agricultural emissions outside the New Zealand Emissions Trading Scheme (NZETS).

Deer Industry NZ says a draft of an updated Deer Code of Welfare, released on Friday for public comment, is a positive forward-looking document.

Since being elected chair of Deer Industry NZ (DINZ) in July, Mandy Bell has been busy talking with farmers, sister organisations and the DINZ team on the breadth of issues facing deer farming in New Zealand. She outlines the DINZ Board’s immediate priorities.

Luxury deer nappa leather bags from Wellington bag designer Yu Mei will be launched at New York’s Bergdorf Goodman luxury store this November, following great feedback from international retailers. Yu Mei founder Jessie Wong is a big fan of New Zealand deer leather and says she’ll be championing it.

P2P “incredibly important” cornerstone, says Moffat | P2P “achieved much, did not have perfect run” | Velvetters reminded of obligations ahead of new season | Putting faces to the deer science | DINZ working with MPI on FMD readiness | Deer farmers urged to check parasite protocols | Deer farmers/vets encouraged to submit on new Deer Code of Welfare | Cervena Licence renewal | NZ Venison BBQ Week | Recipe: Bacon-wrapped venison bites

There are a few things farmers can do to help the tagging process this season.

Prices are up, demand is good, shipping is a real problem: summarises prospects for the coming chilled season. The recovery of venison prices continues and venison companies have been sharing their spring season expectations with their suppliers. DINZ understands these are well up on last year, but with sea freight risks shortening the export window.

The pivot to retail in the United States is having positive results for marketers. All marketing companies report significant increases in the volumes being sold through retail in the US. The Lamb Company reports “very encouraging” interest from US consumers which points to the future potential of this market for the industry.

Eight out of 12 new healthy food products launched in South Korea over the past six months used, and have been marketed as containing, New Zealand velvet. But, New Zealand has competition at its heels and must not become complacent.

Peel Forest Estate’s Mark Tapley says attending a DINZ “Know Your Number” workshop has made things a lot clearer. It was very helpful in getting his head around what is involved, and what it might mean for his operation when greenhouse gas (GHG) pricing is introduced in 2025.  All participants leave knowing their greenhouse gas emissions number.

Tightened biosecurity precautions for FMD | VelTrak 2.0 on the road | VelTrak tags on their way to vets now | Show us your best venison recipe! | P2P transition in progress | Deer farmers flock to national technical workshop | Deer farmers called to share how they unwind | Nominations open for 2022 deer industry awards | and more.

Central Otago deer farmer and veterinarian Amanda (Mandy) Bell was elected earlier this month as chair of the Deer Industry NZ (DINZ) board. Gerard Hickey, group managing director of First Light Foods, has been elected deputy chair. Under Bell’s leadership, DINZ will continue to support producers with policy advocacy, where needed, using the industry’s environmental leadership to build sales of venison and velvet.

DINZ is putting deer farmers’ voices forward on the latest draft of the National Policy Standard (NPS) on Indigenous Biodiversity.  The description of Significant Natural Areas (SNAs) is of most significance for deer farmers, says DINZ environmental stewardship manager Sara Elmes.

"Deer 101", run by DINZ and DFA for staff from regional council and central government, is “essential and ongoing” activity for the deer sector dealing with new regulations from freshwater through carbon and biodiversity to welfare.  They are being run so government staff “know what good practice on a deer farm looks like,” says Lindsay Fung.

Fresh faces on the DINZ Board | Nothing like personal contact | NZ-EU FTA gives certainty to deer exports | Benefits of eating pasture-raised meat established | Using eASD? It’s moving to MyOSPRI this weekend | 65 kg carcases in spring: easy? | Stay vigilant for FMD | From the archives – Reproduction and hind longevity | Know a certificate or diploma agriculture student who wants to learn more about the deer industry? | Events

Central Otago deer farmer and veterinarian Amanda (Mandy) Bell has been elected chair of the Deer Industry NZ (DINZ) board. Gerard Hickey, group managing director of First Light Foods, has been elected deputy chair.

Deer 101 day: Otago MPI & Regional Council staff get first-hand experience of deer farming | DINZ hits the road: More than 300 farmers attend successful series of DINZ road trips covering both islands | Netherdale era ending: Leading stud calls time after four decades building quality of NZ antler genetics

We couldn’t bring you to Wellington, so we brought Wellington to you. DINZ’s top priority is to assist with the recovery in venison prices, DINZ chief executive Innes Moffat reports from the six-stop 2022 DINZ Road Trip, a shortened version of the annual conference.

Venison has been hit hardest by Covid-19 and when will prices fully recover? That was the main topic of the DINZ Board Q&A session in Palmerston North, chaired by Dr Ian Walker. Recovery is happening, but the work of lifting sustainably from commodity markets needs to continue, deer farmers heard.

PGG Wrightson exported the first ever dry velvet to China earlier this month – a sign of the changing times for New Zealand deer velvet, which is targeting health food companies in the emerging market in a bid to increase value for farmers.

Velvet exports could reach $200 million in the next decade | Venison still in recovery mode | Co-innovation the way forward for deer research | New improved VelTrak tags | Cantabrians needed to help educate regulators | Proposed NAIT levy hike trimmed back | New Zealand deer milk wins international dairy award | Trophy hunters return, along with potential risk | Thanks for talking to us

DINZ supports He Waka Eke Noa (HWEN) partners’ decision to submit their recommendations to the government. Concerns remain about potential for greenhouse gas (GHG) pricing to have a severe financial impact on some deer farms. Reducing emissions from food production, without threatening farmers’ viability is one of the most important issues for society to deal with.

The deer industry welcomes the government’s decision to fund the development of tools for farmers to use to reduce greenhouse gas emissions (GHG) from their livestock. “At present there is literally nothing many hill and high country farmers can do to reduce their emissions of methane and nitrous oxide short of reducing stock numbers. This in turn would reduce their ability to pay the emissions charges the government proposes to introduce in 2025,” says Deer Industry NZ (DINZ) chief executive Innes Moffat. The message taken on board by the minister and his colleagues is that farmers need tools to allow them to reduce GHG emissions and that the pathways to their development are sped up.

Venison from Mountain River was showcased to Swedish retail and foodservice customers last week by distributor Menigo. Mountain River’s Swedish partner Gustaf Kugelberg reports the fair, held in the old town hall of central Swedish town Sundsvall, was “very good” and attended by 250 buyers. It’s all part of Mountain River Venison’s retail marketing activity in Sweden, supported by the DINZ Marketing Innovation Fund.

Work on the new Deer Code of Welfare has shifted up a gear, with the National Animal Welfare Advisory Committee (NAWAC) aiming to have public consultation on the document completed ahead of the coming velvet season. NAWAC is aiming to have public consultation on the document completed ahead of the coming velvet season. The original Deer Code of Welfare was first issued in 2007 and apart from a couple of minor facelifts, has changed little since that time. A working group is reviewing the current draft.

The deer industry is contributing real data and knowledge about the sector into the Farmer/Grower Workstream of the Otago Regional Council (ORC)’s new Economic Work Programme (EWP). DINZ producer manager Lindsay Fung, environmental stewardship manager Sara Elmes and Tony Pearse are representing the deer industry in a new online forum – the ‘Otago Land and Water (LWRP) Economic Industry Advisory Group – which meets virtually every fortnight in the early phases of the programme.

Confidence in market diversification holding the ship steady | Velvet sector growth, despite Covid challenges | New research on velvet and immunity published | Deer 101 on wintering deer for MPI and council officials | P2P post-programme update | Fixing emissions factors with DeerPRO | NAIT accreditation opens to applicants | 50 years of deer science – Research into finding lungworm early looking promising | New recipient of Korean OMD scholarship | 2022 Big Deer Tour | Wanted: additional director needed for OSPRI | Events

Venison in the UK: Alliance partners with NZ beer, Collective in clever UK venison promotion | Weaner Sales: Demand for stag weaners bounce back but caution in market for hinds | Immune Function: Initial research into velvet effect on immune function highlights good leads

Deer Industry NZ (DINZ) says the battle to get a greenhouse gas (GHG) pricing system that’s fair to deer farmers is far from over. Its big concern is for those deer farmers who have little or no opportunity to plant trees to offset their emissions.

As the Passion2Profit (P2P) co-funded PGP flows into its final six-months, different groups are reflecting on its progress and achievements. Two proposals are being put to the DINZ board: to continue Advance Parties (AP)/Rural Professional Workshops; and a new programme for deer farmers who have been unable to join an AP.

Over 6,000 retail packs of Alliance’s New Zealand venison have been sold in China since the start of the year, results that the co-operative and its in-market partner Grand Farm are “very pleased about,” according to Alliance Group’s marketing manager for Asia, Ethel Wong. 

A rare drought in Southland and Otago means deer farmers there are currently feeling the dry. Despite 40-70mm of “useful” rain arriving in two recent events to most deer farmers in the region, which has helped, it was not enough, says NZDFA Southland branch chair Bruce Allan.  

Spring peak schedule of $9.00/kg | Strong demand for velvet continued to the end of the season | DINZ, NZDFA and SAP nominations received | NAIT levy decision delayed | P2P – Eight picked for the 2022 Big Deer Tour | From the archives – the growth of male red deer for slaughter | Announcing Wormwise’s first manager, Ginny Dodunski

All deer farmers are being urged to make their voices heard about the farm greenhouse gas (GHG) pricing options developed by the He Waka Eke Noa (HWEN) partnership. The worst affected by the options are extensive hill- and high-country farms where tree planting is not possible because of climate and soil type, or because it is prohibited in a regional plan.

The venison schedule is trending upwards, reflecting venison processors’ optimism. This week’s published schedule prices for AP stags range from $7.95-8.05 per kg – tracking in line with the five-year average for March of $8.04/kg.

Venison processors and deer farmers are busy juggling the uncharted territory of the Omicron outbreak. All processors report staff absences due to illness or isolation with household members, which has reduced capacity and slowed processing of deer.

Building and maintaining strong customer relationships for NZ venison in the UK has proved challenging for our marketers. Despite this history, they are using the superior cooking quality of NZ venison and our free range farming story to gain traction with chefs and consumers in a country where the ‘buy-local’ sentiment is strong.

The HWEN options are better than the NZETS | China strategy making steady progress | Nominations sought for industry leadership | Covid clobbers conference | 50 years of deer science

DINZ chief executive Innes Moffat says an independent case study has shown that greenhouse gas (GHG) pricing will have a big impact on deer farms that can’t plant trees to offset their emissions of methane and nitrous oxide.

Published schedule prices to venison farmers are continuing to increase and at around $7.80 a kilogram are their highest since Covid-19 first made its presence felt in early 2020.

Velvet season closes on a strong note | KGC creates a real buzz for NZ velvet-based products in Taiwan | Helping deer farmers survive the regulatory machine | Interested in an industry governance role?

Three venison companies have been selected for support in 2022, the second year of the DINZ Marketing Innovation Fund.

- Reigniting food service in 2022 - Exporters Positive: venison sentiment takes an upturn as schedule perks up and demand starts to firm - He Waka Eke Noa: farmer feedback needed on two options for reducing emissions - Sire Sales: sales bounce back from last year's low; two sires top $100K; demand across the board

Average prices to venison producers have been holding well during December and are sitting about $1.50 a kilogram above where they were at the same time last year. Marketers and DINZ are increasingly confident that a long-awaited market recovery is underway and that returns to producers will continue to increase during 2022.

In an end-of-year message, chief executive Innes Moffat, says 2021 will leave most of us with mixed emotions. Velvet prices have been great, venison prices have improved and will continue to recover. Looking ahead, he predicts thunder and lightning as the government seeks to rush through its environmental agenda.

The new Covid traffic light system creates a new level of complexity for anyone who has staff, for organisers of deer industry events and for DINZ itself. Moffat advises anyone organising a deer industry event take a cautious approach in order to protect family, staff and visitors.

New environmental stewardship manager | VelTrak: thank you | Greenhouse gas consult coming | Big BERSA might help us and more

Sustainable development model at Queenstown | Water Quality Research | Regenerative Agriculture | Profile of a Deer Industry Team Man

The usual drop in farmer returns for venison that follows the spring chilled export season is expected to be much smaller this year. After reaching peak of around $7.10 a kg in October, average prices to deer farmers eased to around $6.90 a kg in mid-November and are expected to stay around that level at least until the end of the year.

The 2021/22 deer velvet season has opened on a strong note, with prices up 10 to 15 per cent on last season’s close. This reflects strong underlying consumer demand, as well as the concern of overseas buyers to secure stock in advance of any possible Covid-related supply disruption.

In the event of a Covid-19 outbreak on a farm it may only be a matter of hours before health officials decide where the infected people and any close contacts will be isolated. Planning for this worst-case scenario is extremely important.

Interested in becoming a board observer? | Full steam ahead on the farm | Study aims to unpick the chemistry of deer grazing behaviour | VelTrak VSD - don’t say ‘No’ if you don’t mean it

Velvet companies and Deer Industry NZ (DINZ) are reporting strong underlying demand for NZ deer velvet antler in major Asian markets. The season begins in October each year and runs through to late January.

Venison has a great long-term future, say venison marketers. They predict a steady recovery in prices to farmers in the next 12 months as traditional markets recover and new markets bear fruit.

As the deer industry’s seven-year Passion2Profit (P2P) programme enters its final year, design work for a successor programme is well advanced. P2P is the Primary Growth Partnership between DINZ and the Ministry for Primary Industries that launched in 2015.

NZDFA branch chairs meet online| VelTrak use increasing as season gets underway | Great book published about 50 years of deer farming | Covid is coming, so be prepared and more!

Customers returning to restaurants in Europe | Hawke's Bay AP day | US retail activities | Next Generation stays farmside

Dr Lindsay Fung has been appointed producer manager at DINZ. He is currently the organisation’s environmental stewardship manager. DINZ is now advertising for a new environmental stewardship manager to replace Fung in his current role.

The gradual opening up of Europe on the back of growing vaccination rates is good news for venison producers. There’s healthy demand for chilled venison from restaurants opening for the game season – the challenge for exporters is getting it there.

Marketers of New Zealand farm-raised venison are moving beyond the test kitchen and into leading restaurants in China. The aim is to find a profitable place for venison in the massive Chinese food market.

VelTrak goes live | VelTrak quick-start guides on their way | New velvet grading chart | Getting to know your number and more.

The article “First triple active oral drench for deer” pertaining to the launch of Cervidae Oral, published in the Deer Industry News issue 109, August/September 2021, pp20-21 contained an error regarding the efficacy of Cervidae Oral against lungworm.

Velvet buyers, agents and packhouses from across the country are now familiar with the hand-held scanners they will be using to scan VelTrak tagged deer velvet this season. Almost everyone who will be using a scanner in the 2021/22 season attended one of five buyer meetings held in July.

It may have been a bitterly cold day in much of the country, but a good number of Kiwis dusted off their barbecues and cooked a venison-based meal on Saturday 7 August, the world’s first Venison BBQ day.

Covid-19 Level 4 – it’s not business as usual | Need to go to town to pick up some drench? | Great vibes from up the coast | Reduce the risk of Covid transmission | Overseer still useful despite bad rap | Tony Pearse retiring and more...

Next Generation head to Queenstown, US Retail Venison, Velvet Workshop, Tech Expo Report and more...

The first triple-active oral drench for deer, Cervidae Oral, will be available from rural supplies stores and vets from 1 September. The three actives in the drench are mixed in ratios tailored specifically to deer. The new drench has a 28-day withholding period.

Grass-fed venison ribs and venison cubes marketed by Silver Fern Farms have been selected as two of the Top 50 products entered in the 17th SIAL China Innovation Competition – one of the world’s biggest food and beverage events.

DINZ has appointed a leading specialist in farm animal welfare, Dr Rob Gregory, as general manager, quality assurance. He replaces John ‘JT’ Tacon who is retiring after working for deer industry organisations for more than 30 years.

DINZ to submit on proposals for freshwater farm plans | Mandy Bell new DINZ director | NZ Venison BBQ day 7 August | Pamu deer milk nutritional study | Know your number? | VelTrak: don't keep putting it off! | Nitrous oxide is a hell of a gas | Restaurant closures hit UK deer farms too | Taupo deer farmer takes out Rabobank award and more...

Prices for venison animals during the traditional spring game season are expected to be only a little more than last year. However the contracts on offer from marketers this year are likely to be for larger volumes than in 2020, which means average prices across all venison animals may be higher.

Conference coverage: Find out what was covered at the 2021 Deer Industry conference. Virtual Tours: Keeping key Korean customers in touch with Kiwi farmers and science. Canterbury floods: Deer farmers region face huge stock recovery challenges and more...

“It is hellishingly frustrating to be a producer of one of the world’s most healthy and delicious proteins and to lose nearly all your top-end customers overnight. It’s never happened before. Not for New Zealand food producers anyway.”

Award winner breaks the mould | Great conference in the south | STOP PRESS: South Canterbury deer farmers hit by storm | Registered for VelTrak yet? | Know your GHG number; it matters | Need help with your winter grazing plan or GHG numbers? | Damien O’Connor on hot topics and more...

Global food brands, consumers and investors are looking for the proof that food producers are acting in an ethical and environmentally sustainable manner. New Zealand farmers agree that one of the best way to do this is for each farmer to have a robust farm environmental plan.

The winners of the 2021 Elworthy Award, the premier environmental accolade for deer farmers, are Grant and Sally Charteris, Forest Road Farm, Central Hawkes Bay. The award was presented at the Deer Industry Conference in Invercargill earlier this month.

Good progress is being made with the roll-out of VelTrak™, the new electronic track and trace system that is being introduced in readiness for the 2021/22 velvet season. Registration for vets and buyers opens on 6 April and for farmers on 3 May.

Central Hawke's Bay deer farmers Evan and Linda Potter win the National Ballance Farm Environment Award (BFEA) | DINZ submitting on Climate Change Report on behalf of deer sector | Velvet boots on the ground in China

Deer farmers have a new tool available in their fight against one of their industry’s most productivity-sapping animal health challenges: internal parasites.