DINZ chair Ian Walker says strong applications from all the processors demonstrates their commitment to the industry.
Commitment to the deer industry’s marketing innovation fund is reaping rewards as the initiative heads into its second year.
The marketing innovation fund (MIF) was set up by the Deer Industry New Zealand (DINZ) board in 2020 to support the sector’s response to the covid pandemic.
The aim being to drive and rapidly increase sales of NZ venison into retail in export markets.
In its first year, Silver Fern Farms received funding to accelerate its programme in China.
Three venison companies, Mountain River Venison, Alliance and First Light Farms, have been selected for support in 2022, the second year of the MIF, with a total of $400,000 going from DINZ to support the programmes.
“It is a critical time for us to be supporting processors to increase sales as quickly as possible,” DINZ chair Ian Walker said.
“We received strong applications from all the processors, which shows their commitment to the industry.”
Mountain River Venison will be using its support to build on its foundational work in the Scandinavian premium retail sector, especially in Sweden.
The company’s goal is to increase the number of stores stocking farm-raised NZ venison to 60.
In-store promotion activity will take place including in the affluent cities of Stockholm, Copenhagen, Oslo and Gothenburg, growing awareness of a wide range of cuts including tri-tips, short-loins, steaks, goulash, tenderloins and mince.
This will be supported digitally throughout Scandinavia, continuing the company’s association with Instagrammer Henning Kvicken and also with celebrity chef Magnus Blomgren.
MIF is helping Alliance Group in a programme with its Chinese partner Grand Farm to launch a range of new venison products in China.
Two of nine new products, venison hot pot rolls and venison brisket cubes in premium packaging, were launched in December.
The programme, a major focus for the co-operative’s venison marketing team, is being driven by its Singapore office.
Their promotional focus will be Chinese festivals, such as New Year, Spring Festival and Golden Week.
In-store promotions are planned for physical stores in several major cities and as well the products will be promoted on China’s largest e-commerce platform jd.com, enhanced by brand exposure via social media channels.
First Light will use the funds to boost the launch of NZ venison onto the exporter’s new US Direct to Consumer (DTC) e-commerce website, launched in the US in the first week of February.
Fresh venison photography and videos are currently being produced to tell the NZ venison story as part of the company’s target Craft Consumers marketing campaign.
This will be supported by dedicated public relations activity to launch venison onto the new site in a few weeks, including disseminating health and other information to health and hunting groups and sending samples to influencers.
