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Mountain River Mountain River Processors RAKAIA Mountain River - - PowerPoint PPT Presentation
Mountain River Mountain River Processors RAKAIA Mountain River - - PowerPoint PPT Presentation
Mountain River Mountain River Processors RAKAIA Mountain River Venison MARKETING Some key business issues, the marketing strategies developed & illustrate with examples Mountain River a brief intro: Specialist
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Mountain River – a brief intro:
Specialist venison processing and marketing Long-term relationships - suppliers to customers Focus on adding value, searching out value niches Venison is a delicacy - special occasion choice
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Important business drivers in 2011:
Traditional game market demand – peaking November to December Less production
More specialised / niche market back to “festive season”
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WHITE TABLECLOTH
US$20-$40 and up
CHAIN RESTAURANT MID TIER RESTAURANT
US$12-$20
QSR
cheap & tasty
Traditional seasonal demand
$$$$
Out of season demand
VENISON VENISON
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The mismatch of supply and demand
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Mountain River strategies to address the supply / demand mismatch:
Premium frozen
Added value frozen programmes
Extend the sales season
USA
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Frozen product category typically:
Low margin Often low quality Low level of innovation Has seen category growth in recession Retailers put more emphasis on higher margin chilled
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Picard – French frozen food retailer
Leading efforts to “premiumise” frozen products Product range:
Classic French bourgeoise cooking Restaurant dishes & innovative cuisine
Change 200 products each year 800 stores in France 2010
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Picard store
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Picard – French frozen food retailer
“In France there is no shame in shopping in
- Picard. The specialist frozen food chain
commands 18% of the French frozen food market by selling quality frozen food to meet the needs of a time poor, food loving bourgeoise” BBC FOOD PROGRAMME MARCH 2011
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Inside a Picard store
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Picard products
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Picard venison on the web
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A bit of history:
Picard had a range of game products – venison, roe, wild boar, game birds Around 2000 move away from “hunted” products Venison line processed in Europe from NZ commodity products Better if produced fresh in NZ Quality controls put in place 2003 - 1st order 100,000 UV
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Product research in Paris hotel
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US Market - VENISON
Venison an exotic meat, not well known Some negative perceptions persist Specialty food distributors 80%+ by value sold in restaurants Recent trends in restaurants
Buy local Seasonal ingredients
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Supply chain in market The challenge is to get the message all the way through the chain to the Diner!
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US Market - solutions
Joint Venture – Terra Pacific Marketing
Los Angeles distribution hub Service market – supply & sales support
Cervena works to change perceptions Product range
Chilled & frozen Red, wapiti & fallow
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Successful distributors work closely with chefs to get menu placements
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Focus on specialty foods
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Monthly Venison Sales in the USA
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Focus on specialty foods
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