May 5, 2022
DINZ is working to keep New Zealand venison at the front and centre of Kiwi cooks’ minds. Nick Taylor, Deer Industry New Zealand’s Venison Marketing Manager, has been working on campaigns that show why venison is a great addition to a healthy diet.
“The promotions have not only focused on venison’s great taste and versatility, but also on its wealth of nutritional attributes such as being higher in iron and protein, and lower in fat than other red meats, as well as being a great source of zinc” says Nick.
“An exciting initiative to be part of was the 30 Days NZ Food Writers Challenge – which New Zealand Venison sponsored,” Nick adds. The challenge, held over March and April, included two special days dedicated just to venison.
“The result was a great success with some of New Zealand’s most prominent food writers sharing images of their dishes and serving up inspirational recipes ranging from impressive dinner party dishes such as seared venison rump, to simple everyday meal ideas such as tasty and lean venison meatballs and salads.”
The NZ Food Writers Challenge followed promotions in the NZ Herald’s Viva and Canvas publications and social media channels in December, as well as the Australian and New Zealand Women’s Weekly feature on NZ venison in its Kiwi Christmas article, which resulted in over 20,000 video views and 1,000 user engagements on social media.
The next New Zealand venison promotion on its way is a series of advertorial recipes in Dish magazine starting from June, giving Kiwi cooks even more reasons to add venison to their shopping lists.
Venison projects helping the recovery
- Demystifying the Chinese consumer: Relatively unknown in China, New Zealand venison can be unlocked for consumers there by appealing to their love of food, travel, diet as a part of a holistic approach to health, and gift-giving. Page 4 >>
- Logistical hurdles but exporters confident: Covid-19 disruption and, most recently, the conflict in Ukraine, are presenting hurdles all the way along the cold chain for exporters. They are having to nimbly find solutions for difficult logistics challenges to make sure they can meet the strong recovery in demand for New Zealand venison, as foodservice reopens around the globe. Page 8 >>
- Venison tenderloin sells out fast in United States: Venison tenderloin sold out fast in First Light Foods’ new US online store after its launch in March of this year. Page 11>
- Venison marketer overcoming UK sales barriers: Deer and venison have deep roots in British tradition. Kings and nobles. Hunts in royal parks. Peasant poachers. The Monarch of the Glen. But for all the tradition – maybe because of it – New Zealand venison exporters have struggled to get a secure foothold in the British venison market. Page 12 >>