Over the past 12 months, the velvet sector has worked hard to lift standards, strengthen assurance, and position our velvet for long-term success in high-value international markets. A key part of that has been exploring whether export licensing could provide a simple, effective way to reinforce expectations at the point of export.

Since the updated VelTrak Terms of Use came into effect on 1 August 2025, the velvet industry has seen a clear lift in compliance and accountability. The goal remains simple: to maintain a fair and transparent system, where all participants operate on a level playing field and where the integrity of velvet is protected all the way to the point of export.

The North American Retail Accelerator (NARA) programme is now past its halfway point and continues to deliver meaningful progress for the venison industry.

In early February, Dunedin became the meeting place for the global deer community as the International Deer Biology Congress returned to New Zealand. Co-hosted by Deer Industry New Zealand (DINZ) and the Bioeconomy Science Institute (BSI), the congress brought together researchers, practitioners, and industry leaders for a week of exchange grounded in deer biology and its real-world applications.

As Lunar New Year celebrations get underway and the Year of the Horse begins, China’s deer industry continues to evolve. Speaking from Shanghai, DINZ’s in-market representative Felix Shen says recent developments point to directional momentum, while also warranting careful interpretation.

PwC’s recently released Voice of the Consumer 2025 – China Report makes clear that China’s consumer story is no longer one of simple expansion or contraction. Instead, it is one of reallocation. While discretionary categories face pressure, spending on health illness prevention, and personal wellbeing remains resilient — and in many cases structurally protected — despite broader macroeconomic uncertainty.

Message from the Chair | Velvet: The most emotive word in the deer industry? | In Brief: Wild deer a growing problem and more... | Meet and Greet: Terry Meikle | Velvet: A fraught space, Stand firm | Venison: New cuts broaden appeal | Special Report: Wild! | Deer Industry Research Strategy | Deer present a compelling diversification option for sheep-beef systems | Counter-trend strategy pays off for Manawatu partnership | nProve another selection tool for velvet growers | Herd host: The ongoing ecology of yersinia in deer and more...