A shortage of deer sends the price soaring and meat companies scrambling for animals only for the markets to react and the price to plummet.
"I have been in this situation four or five times. You get a big increase in price, then you get a big drop," the deer farmer from Springvale, near Alexandra, said.
He would like to see a happy medium, where everyone made a profit - not that he was complaining about the prospect of $9.50 a kg for for the prime deer he intends selling in October and November.
The extra income was needed to pay for higher fertiliser, fuel and compliance costs, he said.
Mr Maxwell has maintained his deer numbers and targeted the spring supply of stock despite several difficult years.
Farmers and deer industry observers spoken to say a high hind kill in the past couple of years and ground lost to dairying and dairy grazing meant it would take the national herd a while to recover.
The industry was buoyant, however, with an observer saying he had seen figures showing income from venison easily competed with dairy grazing.