Deer farmers are being urged not to sell their antler velvet cheaply and undermine the trade in the process.
Velvet marketing co-operative, Velexco, says road buyers are offering farmers prices of about $55 - $60 per kg for their antler.
General manager Ross Chambers says that's 20% - 30% below current market values.
With production declining because of a drop in deer numbers, he says farmers should be looking for better prices this season.
Velexco says those seeking quick cash would be doing themselves and other farmers a disservice by releasing large amounts of velvet onto the market early in the season at prices that are "less than fair".
