Dec 16, 2025
Issue | 216 NZDFA Velvet Season Letter
NZDFA Velvet Pathway Ahead
The NZDFA Executive Committee has fielded numerous calls from concerned farmers and recently held an online meeting with the Branch Chairs. This forum allowed for some venting of frustrations but also sharing of farmer feedback from within each of the individual branches. The consensus was to put our frustrations aside and begin to focus on solutions ahead.
It was agreed we will require short-, medium- and longer-term solutions to deliver durable and lasting results for farmer confidence and profitability. The points below have been driven by collective farmer feedback. These will form the NZDFA’s starting point for discussions with DINZ and appropriate parties to ensure velvet is returned to being a profitable farming income stream quickly. It is acknowledged some of these are actions already being undertaken by DINZ, while others are ideas to create discussion to find solutions.
Grading Guidelines
- Create a grading guidelines committee which includes producers. Any changes are made with appropriate time for feedback.
- Facilitate appropriate process to deliver the outcome decided above.
- Investigate the viability of technology in enhancing consistency in grading between buyers and ensure uptake.
- Make provision for the use of above technology in any framework developed in the future or already existing.
- Utilise any appropriate scientific research to validate decisions or answer questions that arise from changes to guidelines.
Data and Statistics
- Provide accurate data at regular intervals to aid farmers in future business planning.
- Requires determining what this data is and where it will come from, e.g. numbers of MA stags killed.
- Levels of annual global velvet consumption versus velvet production and the total production NZ feeds into this.
- Assessment of the tonnage of velvet in reserve at the start of the season both onshore and off.
- An average velvet price received per kg across all grades, derived from a subgroup of farmers to illustrate long term trends.
- Explore mechanisms to manage volume.
Markets
- Explore the publishing of seasonal pricing before and during the season (i.e. equivalent to venison schedule pricing).
- Continue to develop alternative markets to Korea and China to create competitive tension.
- Explore alternative uses for OG and NT2 to further enhance NZ velvets reputation as a premium product.
- Remind foreign partners that NZ farmers have alternative options if long term sustainability of the velvet industry is not supported.
- Strategic use of velvet marketing budget.
- Remain open-minded to alternative uses for velvet in general.
- Raise the minimum price on velvet that attracts a DINZ levy from $15 to $30.
Quality Assurance and Protocols
- Develop and deliver Export Licencing Initiative.
- Ensure terms and conditions of Veltrak are being adhered to by all parties.
- Have fit-for-purpose QA systems with significant consequences for noncompliance.
- Facilitate constructive dialogue between all stakeholders.
- Maintain and stay ahead of any potential animal welfare issues.
Since March the NZDFA Executive Committee has attempted to communicate the changes as they have unfolded and to offer practical solutions for farmers to consider within their farming business. No two operations are the same, but low returns affect us all. For lasting change to become a reality we need farmer support to deliver a well-coordinated grassroots response and support DINZ on the delivery of agreed initiatives for farmers. While the points above are an intended starting point, we would encourage you all to become part of the solution as the pioneers and innovators before us have done. As discussions progress, we will keep you informed.
Yours sincerely
Mark McCoard (Chair)
On behalf of the NZDFA Executive Committee
