A new Cervena brand, aimed at markets in Europe and China,
is hoped to create more value for the deer industry. Maureen
Bishop reports on the Deer Industry New Zealand
The five largest venison marketing companies in New Zealand
are working together to relaunch the meat under the Cervena
Those attending the Deer Industry New Zealand conference
heard that although the agreement to do this had not yet been
signed, the companies were driving it and were committed to
The relaunch would incorporate a stand-alone brand that could
be produced by all of the participating processors.
These include Silver Fern Farms, Firstlight Foods, Alliance,
Mountain River Venison and Duncan & Co.
Chief executive of DINZ, Dan Coup said the brand would be
aimed at three new markets in Europe and China.
It would be premium product, differentiated from the game
market and season, and supplied to high-end distributors.
The initiative is part of the Passion2Profit (P2P) programme
which is aimed at creating more value for the industry.
Mr Coup said the challenge was converting the science and
technological gains into on-farm activities to increase
The organisation did not have the cash on hand to do all it
wished to, but had applied for government funding under the
Primary Growth Partnership scheme.
Chairman of DINZ, Andy McFarlane said the goal was to see
$2.37 per kg returned 100% to the producer, and an additional
$2.50 per kg gained in the marketplace.
''It would be naive to think 100% of that will go to
producers,'' he said.
Four of the companies - Alliance, Silver Fern Farms, Mountain
River Venison and Firstlight Foods - delivered presentations
at the conference.