Passion2Profit

The challenge

New Zealand's venison industry very much relies on markets where demand is seasonal, and not in sync with our venison supply.

On farm, there is a need to integrate new technologies and processes into farming practices to improve productivity and better respond to market demands.

The solution

This programme brings together producers, processors and marketers – who together represent 95% of the industry. The programme will work to position New Zealand venison as a premium non-seasonal meat in new markets. Participants will also help producers deliver what consumers demand, when they want it, by adopting new systems and technologies.

Market research will be done to better understand what motivates customers to buy premium red meat. This will inform a national farming quality assurance scheme, and production and processing standards. The collaborative approach by processing and marketing companies will allow for the development and positioning of common brand values for New Zealand venison in new markets.

Through technology packaging and knowledge sharing, venison producers will be able to access the information and expertise necessary to lift on-farm performance and respond to consumer demands.

As a result of this programme, the venison industry will see collaboration at all levels of the value chain to deliver greater productivity and profitability in the future.

Outcome Logic Model

Outcome Logic Model for Passion2Profit - August 2015

Outcomes to date

• Agreement to proceed with year 2 of the non-seasonal market development programme.
• Agreement of co-funding with NZTE for the China Market Development project and commencement of research.
• Agreement with NZ Veterinary Association and key animal health stakeholders on the role for a Deer Health Project Manager, and the appointment to that position.
• Testing and approval of Deer Growth Curves planning tool.