Andy Keating of Wakaepa Farm, located in Whitecliffs, Central Canterbury foothills, is well versed with the American market. He traveled to the USA to spend time with D'Artagnan sales reps, chefs, and others, in pre-covid times.
Andy says that people there haven't always had good experiences with venison in the past. Thus, assurances and consistency are needed to break into the market.
Andy sums up the need for Cervena as giving customers a guarantee:
"Premium products deserve some guarantees with premium customers."
He says the Cervena quality mark is vital. First, being able to let customers know the particular criteria required to use the Cervena quality mark was effective. Then customers knew what they were getting.
Andy Keating, Hamish and Anna Orbell ready for the United States sales trip
Cervena has been built up over the decades and noted it helps, particularly with venison being a niche product. Most people haven't eaten venison in the same way as other proteins. There is a big difference between farmed venison and venison shot outdoors. Letting the US market know this difference is critical. Cervena has been fulfilling this need, and it's important to keep doing this.
Andy had not been to the States before and grew up farming in New Zealand. He noted that he'd not fully appreciated the advantages we offer to US customers. So before going over, he was starting to second guess some of our farming ways. But the first thing he was being asked was, did you give the animal's penicillin routinely? So he responds, saying, "Why would you do that? We don't need to?" Others would ask, "have you got any natural predators? "No, no, we don't have any, or tigers and bears ..."
Following those initial questions, the discussions moved to what the venison eat. Andy explained apart from grassing on natural grass, we feed the deer chicory, plantains, and kale, the same healthy produce that the customers put into their salads. Then, tongue in cheek, he would pretty much say:
"These deer have been farmed in Middle Earth, getting fed clean green salads."
That struck a chord and got an excellent amused reaction.
The Americans appreciated the fact that we farm our deer in the hills. This is how we farm, and it's the deer's natural environment. They do well in it. When farming and fattening, these pastures are perfect for the deer and fit in with our climatic and freshwater rules. Consequently, there is a reduced need to add things like artificial nitrogen to the soil. It becomes self-sustaining and complimentary.
The Cervena quality mark distinguishes our product. It helps make us sought after. It is an essential marketing tool when talking with customers. This is reinforced when people start to care about not using Genetically Modified approaches as used overseas. New Zealand is clear of that, and this is an important message that Cervena conveys.
Continuing our use of Cervena is an opportunity to keep reinforcing the Mountain River brand in the market. The quality mark provides criteria the farmer must abide by to supply to the Cervena name. This guarantees customers and markets that what is being supplied meets these high standards, which is a huge factor for them.
Andy says the Cervena quality mark needs to be looked after and protected. Thus its continued use and promotion of it is crucial to maintain. It represents New Zealand venison and acts as a good hook and ambassador for us.
As a farmer, he knows Cervena gives a guarantee to customers, and he knows our markets are 100% important. We have to listen to the market and what it demands. Trips like the one to the USA keep you in touch with the market, and we need a platform like Cervena to communicate that we meet their exact needs.
New Zealand has a good reputation for how we farm venison, and a lot of hard work has gone into that. By maintaining the Cervena mark, we support our farmer practices and those across all the steps to the customer.
Listening to the chefs overseas, what we produce and how we produce is at the top standard. And then, when they taste the venison, they really love the product. So having the Cervena mark to reliably produce our venison like this year round is key and the secret for the future of New Zealand venison.
Find out more:
Farmers - USA Market Sales Tour www.mountainrivervenison.co.nz/community/community-news/farmers-usa-market-sales-tour
Farming a large herd of Red and Wapiti, Wakaepa Farm www.mountainrivervenison.co.nz/community/farmer-stories/farming-a-large-herd-of-red-and-wapiti-wakaepa-farm