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

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

Dec 10, 2022 279 likes •525 views

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

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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

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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

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  • 1. Achieve demand5led premium positioning of

New Zealand Venison underpinned by a differentiation strategy.

  • 2. Fully Support long term commitment to

product and market development.

Venison Industry Strategic Intent

demand5led

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Customer Research

  • 1. National Survey
  • 2. Focus Groups of

consumers and chefs

  • 3. Refined survey of target

consumers

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Customer Research

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Spontaneous associations with Hirsch

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  • Rise in awareness of New Zealand venison

among 30 to 60 y.o. ‘venison consumers’

  • Targeting Venison Consumers
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  • Attributes of New Zealand Venison
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Has a delicious taste Is easy to prepare

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And comes from wide open pastures

Demand Led Premium Positioning

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New Zealand Venison;

Rational ‘price acceptance’

is used for high end dining comes from a unique

  • rigin

is a safe and healthy choice

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New Zealand venison;

  • 2. “Emotional Acceptance”

has a great taste is ideal for special

  • ccasions

comes from a unique origin

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How will it be used? Company promotions targeting key customers

Creating Premium Positioning

DINZ targeting Young European Chefs

Kiwi Chef Shannon Campbell

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  • Using Ambassador Chefs
  • Workshops for

professional chefs

  • Bring Journalists and

young chefs to New Zealand

  • Information material

Creating Premium Positioning

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Rich Information

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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.

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DINZ Activities

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DINZ Activities

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European Outlook

Unoccupied Spanish Apartment Development

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Opportunities

  • Carcass Utilisation 5 Nose to Tail Eating

Al Brown’s Cervena Loin and venison cheeks

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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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