International marketing of New Zealand venison

Abstract

Development of the New Zealand venison export market began with wild venison but numbers were controlled to the point of serious depletion. During this same time exports of New Zealand venison (cervina) and velvet were growing fast and from 1969 legalised deer farms were introduced to offset the decline in feral venison numbers. From 1982 licensed venison slaughtering premises were built. New Zealand venison has since been marketed in Europe and North America as a more tender venison than feral varieties. The case study discusses export markets, offshore competition, branding and creating a New Zealand venison co-operative. There is also an analysis of the kiwifruit business as a comparative branding and export industry