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The 2020 velvet antler selling season is well underway, with marketers making large sales to their major customers in South Korea and China. While there has been an overall reduction in prices, demand is proving to be resilient, given the impact of Covid on many customers.

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Strong sales of venison in China are one bright light in otherwise stormy seas, says Deer Industry NZ venison marketing manager Nick Taylor. “September was a good month, with exports to China of 225 tonnes, by far the highest monthly total since Covid-19 emerged.

A 13.38 kg head of velvet from Greg Oliver’s red stag Benda was the big talking point at the 2020 NZ National Velvet and Hard Antler Competition held in Invercargill last week. It won first place in the 5 yr-old section and also took out the supreme Open Champion award. 

Many countries and regions have re-imposed hospitality lockdowns in response to a resurgence in Covid-19 cases. Expensive cuts like lamb racks, venison striploins and beef tenderloins are sitting in freezers in Europe and the United States waiting for the restaurants to reopen.

Breeding values really show their worth in a commercial farm setting. That’s been the resounding conclusion of a year-long exercise on three commercial venison farms.

Consumer demand for NZ deer antler velvet appears to be firming in the main markets, South Korea and China, as well as new growth markets like Taiwan. This is reflected in some reasonable sales of the new season’s crop, says DINZ markets manager Rhys Griffiths.

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DINZ has set up a contestable venison marketing fund to support marketers with innovative projects that have the potential to build new sales for venison. The $250,000 fund, which at this stage is a one-off, is a response to the Covid-19 outbreak, which has severely disrupted venison markets.

Venison marketers say the long-term future for venison is great. Its attributes – a healthy, nutritious, natural, tasty food produced in a great environment – are just what many consumers are looking for. But Covid-19 is still far from being defeated, with severe sales disruption in major markets.

NZ deer velvet products are enjoying strong underlying consumer demand in a very uncertain world. It is unknown how these opposing factors will influence prices to farmers in the 2020/2021 season, which is now underway.

Deer farming has a long history of striving for better environmental stewardship, but it has had to take a hands-on approach to getting its message across to regulators. Industry representatives have found the best way to communicate is through ‘deer 101’ farm visits for officials and training days for regional council auditors.