Deer Industry New Zealand is calling on farmers to have their say on the future of the industry.
All parts of the deer industry are discussing a new DINZ strategy to guide the industry board’s work over the next five years.
Put together by the DINZ board, the new Thrive with Passion strategy is a high-level overview of the priority areas of focus for the industry.
DINZ chair Mandy Bell and chief executive Innes Moffat have been consulting with industry groups around the country.
But deer farmers, especially, are being urged to have their say, Moffat said.
The strategy prioritises five strategic initiatives, to:
• Increase venison returns by focusing on creating new demand in North America and adding value to co-products
• Increase demand for velvet by supporting healthy food marketing in Asia
• Ensure the best welfare for deer
• Support and connect a thriving deer industry community, and
• Invest in the best innovation and knowledge to support a profitable industry.
“DINZ also needs to continue to address the range of deer-specific issues facing producers by delivering a portfolio of industry services that underpin a thriving and growing deer industry,” Moffat said.
The executive is now working on the delivery of the priority projects, including sourcing third-party funding.
DINZ is also reviewing its services to confirm the best use of resources.
The operational plan will be delivered in April, including any changes to how DINZ collaborates with stakeholders.
An external manager has been engaged to help the team deliver what it needs to the board and to manage any change deemed necessary to ensure a fit-for-purpose DINZ.
Bell and Moffat met with the NZ Deer Farmers Association (DFA) national executive late last year as part of the consultation process.
DINZ staff and directors have since addressed the DFA’s Canterbury, West Coast and South Canterbury and North Otago branches and members of the Elk and Wapiti Society.
They have also held a series of kitchen-table sessions with about 60 deer farmers across the South Island to get feedback and will soon be talking directly with North Island farmers.
“Let us know what your priorities for the industry are over the medium and long term. Let us know what you think of the strategy – what we have got right, what needs more work,” Moffat said.
Meanwhile deer farmers are keen for DINZ to “get it right”.
DFA chair and Marlborough deer farmer Justin Stevens has met individually with farmers and canvassed opinion around DFA branch chairs.
He said the biggest issue for deer farmers is simply whether the dollars they will be putting into the new strategy will return money to them.
“There is plenty of passion for deer farming, but there is also frustration, disappointment and disillusionment too about what has happened in the past,” Stevens said.
There is support from the government for some of the changes industry faces and Stevens urged farmers to provide feedback to DINZ on what they feel is important for the industry.
“It is still early days. I want to see things improve and that’s what the strategy’s about.
“Now is the time for deer farmers to have their say. We have got to get it right.”
Hawke’s Bay DFA branch chair Evan Potter said the strategy touches on most areas that need to be addressed, but the “devil’s in the detail”.
“In general, there’s been a lot of improvement, especially with efforts to engage with the regions. It’s heading in the right direction.”
Potter supports the move for venison away from the European Union to the United States and the emerging market of China, as long as a balanced basket of markets is maintained.
He said farmers need to be assured of returns.
“While the strategy talks about lifting the venison schedule, in reality it’s where it’s going to hit.
“Venison’s made gains and is getting back to an acceptable level, but with compliance and bureaucracy, you need that $10 a kilogram or more.
“Farmers want to know if, and when, they’ll be getting the $10/kg. They need to stay in business.”
