Jul 24, 2025
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 programme also saw 393 tonnes of leg cuts – historically more difficult to sell compared with the more in-demand middle cuts – exported into North American retail against a project objective of 300 tonnes, as well as 1,311 tonnes of venison trim, against a project objective of 1,300 tonnes.
The programme is a joint project between DINZ, the five New Zealand venison exporters, and the Ministry for Primary Industries via the Sustainable Food and Fibre Futures (SFF Futures) fund – now replaced by the Primary Sector Growth Fund. Each party is providing around a third in funding.
Minister of Agriculture Todd McClay says this success is an example of the impact Government investment in the primary industries can make.
“Co-investing with industry helps fast-track projects so that they can scale up and provide benefits to New Zealand sooner,” Mr McClay says.
“I congratulate the NARA programme on exceeding its goal revenue. It’s projects like this one that will help us double the value of New Zealand’s exports in the next 10 years.”
The programme started strongly right from its launch in July of last year, aided by protein shortages in the US and a growing interest in novel, healthier proteins.
"These types of projects always take a bit of setting up, but we hit the ground running, and it’s full steam ahead into Year Two,” says DINZ CEO Rhys Griffiths. “The NARA programme really is a great example of government, industry good and commercial operators all working toward a common goal but each focusing on what they do well.”
The programme builds on preliminary work done in the North American market post-COVID to reduce reliance on both foodservice and the traditional European market.
DINZ Market Activation Manager Virginia Connell spent time in the US market in May and June and noticed an increased awareness around New Zealand venison, which competes in the same premium protein market segment as bison.
"The educational materials and promotional activities that the companies, both our New Zealand exporters and their US-based partners, are putting out there have certainly raised interest and awareness among distributors, who ultimately represent demand from the end consumer,” Connell says.
“With new products either in development or fresh to market, localised packaging innovations now in use, and influencer campaigns underway, I am excited to see the good work done in Year One spark further growth.”
The coming months will see DINZ launch a revamped New Zealand Venison website, aimed at further telling the New Zealand venison story to consumers, while also providing cooking tips and a growing recipe database, as well as promoting venison’s strong nutritional profile.
For media inquiries, contact Cameron Frecklington at cameron.frecklington@deernz.org
