The 2025/26 season is already shaping up to be a pivotal one for the velvet sector. Two key developments are front-of-mind, namely VelTrak re-registrations and a stepped-up verification programme designed to safeguard integrity and maintain a level playing field.

Deer have resumed their status as a profitable land use option, according to a recent gross margin analysis by Canterbury farm consultant Wayne Allan. 

The updated Code of Welfare: Deer has been released, the first of the updated livestock codes of welfare to be published. The code will come into effect on 8 September. All those responsible for farming or handling deer – including trophy parks and game estates – should review the changes and familiarise themselves with the updated code. 

New Zealand velvet has long been respected in global markets — valued for its purity, quality, and ethical origin. Today, that reputation is both an opportunity and a responsibility. In markets like China and South Korea, expectations are evolving. Buyers want to know: Where did this velvet come from? Was it harvested legally and ethically? Can I trust the system behind it? 

Deer Industry New Zealand (DINZ) today reported the Year 1 results of its North American Retail Accelerator (NARA) programme for New Zealand venison, with the first year of the three-year programme delivering $25.9 million in FOB export revenue sold into retail channels, against a project objective of $10.4 million annually by the end of Year 3.

The industry has taken another step forward in preparing for a more structured, transparent and credible deer velvet export system. At its 16 July 2025 meeting in Cambridge, the DINZ Board confirmed several key decisions, acting on behalf of the sector in response to growing calls for change.

Market visits and MOUs | Deer farmer’s edible wrap nets global interest and more | Meet and Greet: Rusty Andrews | India FTA an opportunity for NZ venison and velvet? | New bill could benefit deer milk processors | Conference Roundup | NZDFA: Die-hards | Apiti move opens door for next generation | IFP project on a roll | Southern winter management reminders | CSA deer fencing helps keep waterways clean | Royal recognition | Reindeer farming in Norway | Animal Health: To scan or not to scan? | Venison ragout with berries