Over the past five years NZ has reduced its reliance on the European market as exporters diversified production to new and non-seasonal markets, Deer Industry NZ venison marketing manager Nick Taylor said.
However, the autumn consumption season for game meats remains the main sales period for NZ and the main venison eating time in Europe.
Exports to Germany picked up at the start of the year because of lower prices.
“Major customers placed orders for a larger volume of NZ venison at the beginning of 2020 as prices eased down from the historic highs of previous years that took venison out of the price range for many traditional retail and manufacturing items.
Taylor said Dinz is collating research to refresh understanding of the drivers of game season venison demand in Germany.
“It’s been 10 years since we undertook consumer research in Germany and having a better understanding of German consumers’ game preferences will help us focus our marketing efforts.”
Covid-19 restrictions in a rapidly escalating global situation are further affecting the market, Taylor said.
Dinz consultant chef in Germany Shannon Campbell said the covid-19 upheaval has had a massive impact on food service venison.
“Major retailers, delivery services, importers and cash and carry are all holding their breath and moving back payment schedules.”
German government support for businesses, small operators and self-employed people has been promised but he predicts closures of hospitality outlets and a significant period of rebuilding ahead.
And the food service will be significantly changed after the pandemic is over.
“Dinz will continue to work with exporters and their importers on NZ venison promotion in the market to undertake activities with them for the upcoming game season.”
It is keen to work more closely with German importers to help move any excess stock.
“We are working with importers to help identify specific cuts that could benefit from additional promotion then we will be developing promotional support tools such as recipes or videos to help attract new customers in their markets.”
Dinz will also continue to encourage and work with companies to identify alternative markets to reduce exposure to a single market.
Campbell has identified several potential opportunities including a shifted focus onto modern cuisine and new forms of dining and ingredient choice.
But it is questionable whether people will have the cash to eat out, he said.
Campbell suggests putting Cervena back on menus of high-volume food service deliverers to provide a base of sales while supporting a rejigged hotel and restaurant trade as it emerges in a changed gastronomic landscape.
“Couple this with supporting new consumer demand for quality sustainable meats and healthy living with recipes and an extensive back story that gives an edge aiming to grow up alongside the new hospitality culture,” Campbell said.
