As well as boosting earnings it was intended to reverse the decline in the national deer herd. The Government will contribute $7.4m with the rest from DINZ and its commercial partners.
MPI director-general Martyn Dunne has approved the business case for Passion2Profit, which means MPI and DINZ can now negotiate and agree a contract so the programme can formally start.
DINZ chief executive Dan Coup said, “Our farm-raised venison is arguably the best red meat in the world but a major investment is needed in order to achieve its market potential.
“Only with the support of PGP, will Passion2Profit have the resources to create the step changes we need.
“One of our major challenges is our over-reliance on the European market. Demand there is seasonal and not in step with NZ’s venison supply.
“There are two clear opportunities in Passion2Profit. The first is branding and positioning lean, tender, farm-raised venison as a luxury red meat sold year-round in new markets and market segments.
“The second opportunity is helping farmers adopt systems and technologies that will enable them to deliver the venison that markets want, when it is wanted.”
Coup said Passion2Profit was supported by farmers, processors and exporters, all of whom wanted to convert their passion for deer and venison into greater profit.
“A highlight is the support of the five processors who represent around 95% of the venison produced in NZ.
“Alliance Group, Silver Fern Farms, Firstlight Foods, Mountain River Venison and Duncan and Co are working on industry-agreed quality standards and support the concept of marketing venison under a single brand into new markets and market segments.”
Other supporters of the programme were the NZ Deer Farmers’ Association and the deer branch of the NZ Veterinary Association.
MPI deputy director general of sector partnerships and programmes Ben Dalton said Passion2Profit would add significant value to NZ, not only in terms of revenue.
“Bringing together venison producers and processors, Passion2Profit will also promote further collaboration within the red meat sector through relationships with two other PGP programmes — FarmIQ and the Red Meat Profit Partnership.
“Passion2Profit will also support collaboration between venison marketers and processors and boost uptake of new technology and onfarm practices by producers.”
Collaboration would be supported by the development of industry agreed standards driven by the important attributes consumers associated with a premium product, such as sustainability, animal welfare and protecting the environment.
Coup said Passion2Profit would also help farmers integrate modern genetic, feeding and animal health approaches into their farming systems so they could produce more venison when it was required and for greater profit.
“Survey data tells us that many farmers would like to improve the performance of their herds but do not have access to the latest technology in a form that they can apply to their individual farms.
“While we have several programmes in place to promote technology adoption, we don’t have the resources needed to drive this at the pace needed to position the industry for future growth. Passion2Profit will enable us to do this.”
