Tuesday, 09 March 2021 10:55

A brighter outlook for venison?

Written by  Jessica Marshall
There may be light at the end of the tunnel for the country’s venison producers. There may be light at the end of the tunnel for the country’s venison producers.

Improved market conditions for venison are expected for the 2021 season, according to industry body Deer Industry NZ (DINZ).

“In the next few weeks, some venison companies will be offering minimum price supply contracts for the game season, for shipment of chilled venison during September and October,” says DINZ chair Ian Walker.

He says that in 2020, amidst Covid-19 lockdowns in Europe, contracts were offered at between $7 and $7.20 per kilogram.

“This year, we are seeing restaurants starting to reopen in North America. Also, prices for all meat in major world markets have begun what economists expect will be a steady, long-run climb,” Walker says.

However, the most recent Westpac Meat Matters report, released 19 February, suggests a slightly less optimistic outlook.

It states that venison prices have remained weak in 2021 so far.

According to the report, prices have so far slid 2.9%.

“However, we see light at the end of the tunnel for venison producers,” it reads.

The report predicts that in the German market, vaccine rollout will boost demand and prices over the course of 2021.

It also notes that pickup will be gradual and price pickup won’t happen until midway through the year.

Meanwhile, Walker says there are two markets where growth is occurring: China and the United States.

“Prospects in North America and demand from China – a developing market for venison – keeps growing.”

He says that DINZ will be working with five major venison marketing companies to build year-round demand for venison, particularly at retail and online for home delivery.

“We fully recognise that deer farmers need a schedule premium over lamb to make venison production a competitive land use. The industry was achieving that until the impact of Covid,” Walker adds.

“Venison prices will improve. And hopefully none of us will have to deal with another pandemic in our lifetimes.”

He says that because deer farmers can bank on getting better prices during the chilled season, they should target getting venison animals away before the end of October, if that fits with their farm system.

More like this

Bumper price rises cemented

With just one more Global Dairy Trade (GDT) auction left for the 2020-21 season, bumper dairy price gains recorded in March remain intact.


Machinery & Products

Made in NZ... Hansen Products

Made in New Zealand looks at the wealth of design and manufacturing ability we have in this country, producing productive…

New models mark seventh decade

Celebrating its 70th year – and having already released the fifth generation A Series in January – Valtra has just…

Kubota's new autumn offerings

Kubota, which is gaining traction in the agricultural sector with an ever-broadening portfolio, has announced some additions for autumn.

» The RNG Weather Report

» Latest Print Issues Online

The Hound

Bad company

The Hound is among many in the agriculture sector, including many of our top scientists, who are somewhat cynical claims…


OPINION: This old mutt wonders what it is about tall, balding, ex-Fonterra executives and their (non) ability to handle life…

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter