Alliance Group has launched a premium handpicked venison programme that will pay extra for animals meeting the stringent quality criteria.
The Pure South handpicked venison programme will use an assessment system to measure eating quality and will pay farmers a premium of 20c/kg above the ruling schedule to all animals that meet the requirements at the time of processing.
Handpicked venison will be exported to Alliance’s traditional markets, such as Europe, and also to burgeoning markets including North America, where the demand for the product is growing.
“As New Zealand’s only 100% farmer-owned red meat co-operative, Alliance Group now has a differentiated premium portfolio across venison, beef and lamb,” Alliance chief executive David Surveyor said.
“That means every farmer now has the opportunity to partner with us on our premium range and be rewarded for producing quality animals aligned to the needs of our customers across the globe.”
Alliance is committed to building a differentiated premium portfolio to capture more value for its farmers (kaimahi pāmu) meet the expectations of increasingly discerning consumers who are prepared to pay more for product raised as nature intended – free-range, grass-fed and antibiotic-free.
“This investment also reinforces our commitment to NZ’s deer industry,” Surveyor said.
Alliance commissioned its new venison processing plant at its Lorneville site in Southland in 2018.
“We are investing heavily in sales and marketing and seeing increased sales of venison in supermarkets and online and stronger brand recognition among shoppers,” Surveyor said.
Only hinds less than three years old and weighing between 55kg-75kg will be eligible for the handpicked venison programme.
Deer (tia) must be raised without antibiotics, meet the required pH levels and be grass-fed.
Suppliers must also be accredited with the NZ Farm Assurance Programme (NZFAP).
The handpicked venison programme follows on from Alliance Group’s medal-winning Pure South handpicked 55-day aged beef.
The premium beef product won three gold medals for rib eye and fillet at the World Steak Challenge 2021 competition in Dublin.
