The deer industry must win the hearts of the millennial generation and, like it or not, must face up to the public perception of an emerging climate crisis, the Deer Industry conference was told.
That means improving communication with consumers and being absolutely transparent about on-fam practices and being prepared to change to meet consumer expectation.
Primary Sector Council chairman Lain Jager said he understands why farmers are grumpy about the Government’s proposed methane targets when New Zealand farmed livestock contribute only a fraction of world emissions and the farmers are among the world’s most efficient in terms of their carbon footprint.
But there is a climate crisis and it is emerging rapidly in people’s minds.
“As that emerges so does fear and this means the climate change conversation is not rational. It’s a passionate conversation where people are looking to blame others.”
And climate change’s impact will become increasingly profound.
“I’m talking about droughts, floods and groundwater running out in important food bowls.
“It means the global food production system is coming under enormous pressure.
“The need to act is urgent and we’ll never win the PR battle by pushing back.”
Jager said the science and policy work on carbon needs to be done.
“We need to say with authority here’s our view of a carbon price that will support optimal land use.
“We need shared environmental targets with the rest of NZ and for the farming sector to be seen to be playing its part.
“Farmers are caught in the dialogue whether they like it or not.
“It’s imperative that we produce animal proteins as environmentally sustainably as we can,” Jager said.
Firstlight Foods sales manager Toni Frost said the future for venison is bright if the industry can find ways to communicate its attributes better.
Firstlight is experiencing steady growth in venison sales in Britain, one of its key markets, at a time when overall red meat sales are declining.
Emotive trends are increasingly shaping food decisions and they are trends seen everywhere, Frost said.
More than 70% of British consumers now rank health and wellbeing as key factors in their food choices.
Millennials are also keen to try something new.
“Venison is clearly ticking all those boxes.”
She suggests a traffic light or similar graphic symbol is needed on NZ product packs to show consumers NZ venison has a small environmental footprint.
Silver Fern Farms marketing manager Nicola Johnson said millennials are facing a world that’s changing faster than any generation before.
“As a generation they are rightly or wrongly better informed and are more considered in their purchase decisions.”
And as people become more mindful about their choices the better the venison proposition becomes.
“We need to be telling them that venison is nature’s ethically-raised, sustainable, super food.
“And that means leaving absolutely no room for doubt. We need to stand up boldly for what we are and equally for what we’re not.
“Our story has to have substance. It can’t be an empty promise.”
Duncan NZ group operations manager Rob Kidd said millennials born between 1980 and 1994 are future rich consumers who are relied on to eat high-priced venison.
Those millennials, Kidd and the centennials who follow them are turning to different diets because they believe eating meat and dairy products is harming the planet.
“In this brave new world consumers will continue to demand sustainable and ethical products.
“Rather than resist the inevitable we need to find ways to make our venison appealing to millennial consumers. They are hungry for information that is credible and can be transferred by social media.
“The goal has to be to encourage millennials to become enthusiastic and passionate advocates for NZ venison, promoting its virtues for themselves, their friends and the planet,” Kidd said.
Deer Industry NZ chief executive Dan Coup said deer farmers have always striven to do the right thing for their animals, their people and the environment.
“But the right thing is a constantly moving target that changes as societal expectations change.
“We need to embrace that, accept that we need to be constantly evolving our practices and get better at making sure our consumers and communities understand this,” Coup said.
