DINZ said the United States supplement was extracted from refined velvet to less than 1%, significantly changing its form into an under-the-tongue spray.
Long-time deer velvet ambassador Sir Bob Charles has suspended his endorsement of Silberhorn capsules, prompting company director Ian Carline to say the media had “hounded a gentleman”.
While disappointed with the slur on velvet, DINZ did observe that money couldn’t buy the type of publicity received in the US especially, where the market had little knowledge of velvet previously.
Griffiths said perhaps 20% of New Zealand’s $30 million annual velvet exports were now going into the health-food sector, typified by the ProVelco pre-season contract (at $100/kg) with the Korea Ginseng Corporation.
Korea takes about 65% of our 200 tonnes of dried exports, compared with 80% or more a few years ago.
The health-foods sector products were mainly liquids and were aimed at younger consumers, possibly to combat fatigue, Griffiths said.
Although the growing and harvesting season was short, velvet was consumed year round and that would be helped by these new elixirs, he said.
NZ producers could gear up production if requested, evidenced by great weight and quality gains in recent years, he said.
“International buyers like the stability in our supply but they also want some volume upside.”
