24 May 2013

Venison industry told it has to concentrate on niche exports

8:42 pm on 24 May 2013

A venison processor and exporter says the New Zealand deer industry needs to focus on selling products that no-one else is, if it's to beat the increasing competition in its European markets.

The deer industry conference underway in Wellington has heard that there's been a significant fall in venison sales in the biggest export market, Germany, under pressure from increased competition from cheaper European venison coming from the likes of Spain and Poland.

The premium price New Zealand gets for its venison in Europe is also getting squeezed.

Andrew Duncan of the specialist venison company, Duncan and Co, says the industry needs to look at what's working in its non-traditional markets, such as the United States and Australasia, where he says the key is differentiation.