Deer Industry NZ (DINZ) had begun marketing Cervena in Germany during the northern hemisphere summer as part of a market development trial. While relatively small the trial was symbolically important, Wilson said.
Traditionally the deer industry had been heavily reliant on sales of venison to the German game trade which was highly seasonal, with demand and prices peaking in the northern autumn and winter.
“Marketing Cervena venison there as a lighter summer eating option suitable for grilling is a challenge but it’s a journey we want to begin.
“Chefs across Europe are now showing more interest in innovative summer menu items, so the timing is positive.”
In recent years Cervena sales to North America had steadily grown to the point where the United States was now NZ’s largest year-round market for chilled venison.
Wilson said the challenge now was to replicate that success in Europe during their summer when game meat demand was at its lowest.
Exporters and DINZ had recorded positive results and feedback from the first two years of a three-year trial exploring the market potential for summer sales of chilled Cervena in the Netherlands and Belgium.
“The exporters are targeting more than 80 tonnes of Cervena at premium prices to those countries over summer when demand would traditionally be very low.
“We have learnt lessons there that we are now ready to apply to Germany.”
Cervena was an appellation owned by venison producers and the five main venison marketers. It was delicately flavoured, tender, grass-fed venison from NZ-farmed deer less than three years of age.
The trials were part of Passion2Profit (P2P), a Primary Growth Partnership (PGP) programme between DINZ and the Ministry for Primary Industries.
All five major venison marketers and DINZ collaborate and share the trials’ insights and results, even though not all the exporters were involved in every trial.
Initially only Silver Fern Farms would be offering Cervena for sale in the 2017 German trial. SFF would be marketing Cervena venison to German chefs and restaurants for the first time.
“The Cervena venison is being marketed from April to July, well-separated from cuts marketed as NZ venison, sold in the traditional game season from September to December,” Wilson said.
“Silver Fern Farms is working with three food service distributors that specialise in fine foods and businesses that deliver high-quality, innovative products to top restaurants.”
Alliance Group would develop a foodservice channel for Cervena in Germany this year, with the aim of launching in 2018.
Wilson said the trial had come at a time when venison demand across all markets was strong and supply was short.
“What we are doing is laying the groundwork for the future.
“The industry is going through a herd rebuilding phase at present and when venison production inevitably increases we want to have more year-round markets offering premium prices primed and ready to go,” she said.
