Naturally Better Naturally Deer Venison: The Markets and the Action - PowerPoint PPT Presentation

Naturally Better Naturally Deer • Venison: The Markets and the Action Innes Moffat Deer Industry New Zealand Sharon Angus Silver Fern Farms Gerard Hickey Firstlight Foods John Sadler Mountain River Venison Q&A

Venison Industry Strategic Intent Inspire the New Zealand Deer Industry to Profitably Grow & Market the World’s Best Red Meat. 1. Achieve demand led premium positioning of New Zealand Venison underpinned by a differentiation strategy 2. Support long term product and market development 3. Encourage long term supply commitments 4. Improve on farm productivity 5. Ensure freedom to operate

Venison Industry Strategic Intent 1. Achieve demand5led premium positioning of demand5led New Zealand Venison underpinned by a differentiation strategy. 2. Fully Support long term commitment to product and market development.

Customer Research 1. National Survey 2. Focus Groups of consumers and chefs 3. Refined survey of target consumers

Customer Research

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Targeting Venison Consumers • Rise in awareness of New Zealand venison among 30 to 60 y.o. ‘venison consumers’ ��� ��� ��� ��� ��� �� ���� ���� ����

Attributes of New Zealand Venison �.���� �/��������� ������� ������$�� �0�������� ��#���������� �������#��$�� ��������������������������� ���������������������� ���$����������� "���-���������� ����������������� ������ �+������������� ���������������� ��������������� ������$%���������� � �������������� �����#��������� ���������������� ����$�� �������%� ���������$� ����������� 2��#���������$34���� �1�������������������%���� ������� ������#�������������

Has a delicious taste Is easy to prepare

Demand Led Premium Positioning And comes from wide open pastures

Rational ‘price acceptance’ New Zealand Venison; is used for high end dining is a safe and healthy choice comes from a unique origin

2. “Emotional Acceptance” New Zealand venison; is ideal for special occasions comes from a has a great unique origin taste

Creating Premium Positioning How will it be used? Company promotions targeting key customers DINZ targeting Young European Chefs Kiwi Chef Shannon Campbell

Creating Premium Positioning • Using Ambassador Chefs • Workshops for professional chefs • Bring Journalists and young chefs to New Zealand • Information material

Rich Information

Long Term Commitment to Product and Market Development. • Joint activities have clear industry good benefits aligned with the objectives of the industry strategic intent. • Examples include promotions with UK, Dutch, Swedish and German retailers. USA distributors events, and NZ consumer promotion.

DINZ Activities

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European Outlook Unoccupied Spanish Apartment Development

Opportunities • Carcass Utilisation 5 Nose to Tail Eating Al Brown’s Cervena Loin and venison cheeks

Summary • New Zealand venison attaining high prices • European Economic Concerns • Positioning venison as a premium red meat • Companies long5term view of market development

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