Alliance lifted spot venison schedules to $9/kg last week while Silver Fern Farms stopped publishing prices in a market short of product.
Industry officials reported deer slaughter rates at 280,000 head this year, the lowest in 20 years and just half the kill reached 10 years ago but forecasts out to 2020 predicted that would grow to 350,000 head amid confidence that market development investment should handle the increased volume.
A big drop in the number of deer being processed had undoubtedly played a big part in the strength of venison prices to farmers but the industry said there were other important factors at work.
The United States was now the single largest market for venison, knocking Germany out of the top slot.
“The holy grail of the venison industry ever since I first became involved was to sell leg cuts into the United States,” Mountain River’s John Sadler said.
“Traditionally a middles market – I think we are finally getting there.”
Duncan New Zealand marketing manager Glen Tyrell said the industry was reaping the rewards of 35 years of market investment.
Deer Industry NZ venison marketing manager Marianne Wilson said more chefs and consumers were making ethical buying decisions.
The more affluent consumers in Europe and the US were eating out more at premium casual restaurants where small plates and shared plates were fashionable.
“This style of eating with less formality is good news for NZ venison and Cervena as there is less risk for the consumer if they are trying something novel.”
Wilson said with growing year-round demand less venison was being allocated to the commodity game market and instead supply was being directed as much as possible to long-term, higher-value customers.
That was reflected in a 40% reduction in sales to Germany over the past 12 months.
The exporters involved in P2P were developing year-round markets, which would be needed when the kill reached 350,000, possibly as early as 2019, DINZ chief executive Dan Coup said.
Silver Fern Farms was expanding summer Cervena into Germany, First Light had developed new markets in the US, Russia and the United Arab Emirates, Mountain River was developing demand from high-end hotels in Shanghai and recently launched a range of new cuts into Sweden, Alliance was developing a new market segment in the UK while Duncan NZ was continuing to build its strong position in the US.
“It is one thing to have fashions and trends going your way but we also need to keep looking ahead and our exporters are certainly doing this,” Wilson said.
