May 1, 2026
If Year One of the North American Retail Accelerator (NARA) was about momentum, Year Two is proving to be about discipline, resilience, and doing the hard yards. This latest update, covering January to March 2026, shows a programme that is moving forward with purpose.
As DINZ Markets Manager Terry Meikle puts it: “We’ve moved from a fast start to a more deliberate phase. It’s not about chasing volume at any cost — it’s about building a sustainable, premium position for New Zealand venison in retail that will stand the test of time.”
A reality check
The environment has shifted. Supply is tighter. Costs are higher. And in the United States, a 10 percent tariff continues to add pressure compared to Europe. At the same time, retail is never easy. Shelf space is hard-won and even harder to keep. Against that backdrop, the programme’s progress is best described as steady, not spectacular, and that’s exactly what success looks like at this stage.
New venison products are still being launched, and more retail doors are opening. And importantly, the products that are in market are selling, and selling repeatedly. That last point matters, because long-term success in retail doesn’t come from one-off wins — it comes from repeat purchases.
Retail is the game, and we’re very much still in It
One of the clearest signals over the past few months is that New Zealand venison is holding its ground in North American retail. Rather than chasing rapid expansion, participating venison companies and their in-market partners are focusing on what works:
- Backing proven products and product variants
- Building relationships with retail buyers
- Driving sales through both in-store and online channels
Digital platforms like Instacart continue to perform strongly, helping introduce New Zealand venison to new consumers and drive repeat purchases. This is the less glamorous part of market development, but it’s also one of the most important.
As DINZ Market Activation Manager Virginia Connell notes: “Retail success is about consistency. You earn your place on shelf first, but then you have to keep earning it every week. That’s where the focus is now — making sure New Zealand farmed venison continues to perform for both retailers and consumers.”
Looking ahead to summer grilling and trade show activation
The American summer grilling season is a major opportunity, and the programme is gearing up to make the most of it. Campaigns are ready to go across retail and e-commerce, positioning New Zealand farmed venison as a natural fit for BBQ and home cooking.
There will also be boots on the ground. DINZ and company representatives will be in-market, working directly with retailers to support ranging, promotions, and performance. A highlight will be the Fancy Food Show in New York, where venison will take centre stage. DINZ-contracted chef Shannon Campbell will be in the spotlight, helping bring the product to life for buyers and consumers alike — combining great food with a compelling provenance story.
As Shannon mentioned in a recent DINZ podcast chat, “The Americans are very open to the product. It’s quite exciting to work over there as I suddenly realise that there is a lack of barriers that I might have in Europe, in terms of explaining the product, that I don’t have to deal with in the States. They are less encumbered by tradition.”
Managing the risks with eyes wide open
Of course, it’s not without challenges. The biggest risks right now are practical, not theoretical, such as rising supply chain costs (fuel, storage, freight), potential shipping disruption and the ongoing impact of U.S. tariffs. There are also longer-term considerations, such as maintaining quality and ensuring that New Zealand farmed venison continues to stand apart from wild venison in the market. The good news is that these risks are well understood and are being actively managed.
