Apr 30, 2025
With the third quarter of Year 1 of the North American Retail Accelerator (NARA) programme now complete, Deer Industry New Zealand (DINZ) is pleased to report continued positive momentum across retail engagement, product development, and farm-level innovation. The latest quarter, covering activity from January to March 2025, reflects a sector steadily building a more resilient and higher-value future in the North American market.
Retail-facing activities continue to scale effectively. New supply agreements have increased the number of stores stocking New Zealand venison, with influencer and seasonal campaigns contributing to growing brand awareness and in-store velocity. E-commerce remains an important channel, supported by upgraded packaging formats such as “plus-sized” ground venison (aka venison mince) packs and ready-to-eat options.
On the farming side, the regenerative agriculture initiative through Ecological Outcome Verification (EOV) continues to strengthen. A seminar in February reinforced farmer engagement, and additional audits are scheduled in the coming weeks. Meanwhile, a new research partnership with Lincoln University and Ata Land is exploring ways to reduce environmental impact while enhancing the nutritional value of venison – points of difference which American consumers value.
Looking ahead, DINZ’s Market Activation Manager Virginia Connell will attend the National Restaurant Association (NRA) show in Chicago this May. Connell will be sharing insights and updates directly from the field – keeping farmers at home connected with how New Zealand venison is being positioned and received in-market.
As the NARA programme enters its final quarter of Year 1, the direction of travel remains firmly aligned with its core goals: increased volume and value of venison sold in North America, and reduced reliance on volatile commodity markets.
