Deer Industry New Zealand has reported a strong first year for its North American retail programme.
Year one results of the three-year North American Retail Accelerator (NARA) programme for NZ venison delivered $25.9 million in FOB export revenue sold into retail channels, against a project objective of $10.4m annually by the end of year three.
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 300t, as well as 1311t of venison trim, against a project objective of 1300t.
NARA is a joint project between Deer Industry NZ (DINZ), the five NZ 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 provides about a third of the funding.
The programme got off to a strong start right from its launch in July 2024, aided by protein shortages in the United States 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,” DINZ chief executive Rhys Griffiths said.
“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, noting an increased awareness around NZ venison, which competes in the same premium protein market segment as bison.
“The educational materials and promotional activities that the companies, and our NZ 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.
“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,” Connell said.
Agriculture Minister Todd McClay said the success is an example of the impact government investment in primary industries can have.
“Co-investing with industry helps fast-track projects so that they can scale up and provide benefits to NZ sooner.
“I congratulate the NARA programme on exceeding its goal revenue. It’s projects like this one that will help us double the value of NZ’s exports in the next 10 years.”