Southland deer farmers fear for the future of the industry in their area and believe that large numbers of deer and deer farmers will ''continue to bleed'' in the lower South, unless action is taken to improve farmer confidence.
In an open letter to the deer industry, the Southland branch of the New Zealand Deer Farmers Association (SDFA) said there was disillusionment and frustration among deer farmers, about the apparent ''disconnect'' between the Deer Industry New Zealand board and ''ordinary'' deer farmers.
Reports of farmers exiting from the industry and unconfirmed reports of ''huge numbers'' of capital stock hinds being killed throughout the country prompted a discussion at the branch and consequently the letter being written last month.
The SDFA believed the DINZ board had failed to give deer farmers any clear direction over the past 18 months and demonstrated a lack of leadership and understanding towards the main problem facing farmers, which was a lack of profitability.
The SDFA wanted to see the industry leadership address the issue ''head on'', working with the exporters and delivering some short-term relief to venison producers while developing strategies that would differentiate New Zealand farm-raised venison, so a premium could be received over the likes of feral Spanish deer.
In his response to the branch, DINZ chairman Andy Macfarlane said the board was aware of the prevailing farming sentiment and was deeply concerned about the state of confidence in the sector.
While deer production remained the most profitable of dry stock classes in New Zealand in most situations, DINZ was ''acutely aware'' of the need to improve profits and confidence.
''We agree that without changes that significantly improve further and prevent a loss of deer farmers to the industry, deer farm profitability, the viability of DINZ itself will come into question.''
DINZ did not have a ''magic wand'' to transform prices overnight, Mr Macfarlane said, but it did have a strong strategy to positively influence the industry's profitability over the next two to five years.
He pointed out DINZ represented deer farmers, processors and marketers. Its major investments were in research - mainly to develop more efficient methods of deer farming - and generic product promotion - to produce preference for New Zealand venison, as well as a range of other services to the sector.
It did not buy or sell deer, it did not set a schedule and it did not negotiate product prices with customers, he said.
DINZ intended to hold some ''kitchen table'' meetings to discuss the concerns that had been raised and also outline its initiatives.