Angus Cleland of Terra Pacific Marketing is immersed in the American market and loves to remind customers that they offer the best venison in the world. He has vast on-the-ground experience, be it exhibiting such as at the National Restaurant Association Show in Chicago, or presenting, in venues like the annual Halperns' Atlanta roadshow. Angus says Chefs in the trade here certainly recognize the gold striped packaging as representing New Zealand farmed product and premium quality. In discussions with distributor reps and Chefs, we know there remains a street awareness, which supports the inherent value in the Cervena Quality Mark. In a previous Community Update, he noted the enthusiasm for Cervena venison in the American market hasn't let up. He was reminded of this when meeting 15 plus distributor sales representatives in Fort Lauderdale, Florida. Our continuing role is to educate distributor sales reps & North American Chefs about the product's 'story' and provenance. The tenets of the Cervena program are the anchor of that story. As such, we remain fully supportive of the program as it gives a clear point of difference over any other game meat from other origins. Indeed it provides a point of difference from other Venison from New Zealand that may be produced to less accredited and exacting standards. Mountain River now has the opportunity to assure the customers of our ongoing commitment to the high standards established by Cervena 30 years ago. Those standards have ensured that customers worldwide can enjoy a supply of the finest product available anywhere. Find Out More: Connecting with the US market www.mountainrivervenison.co.nz/community/community-news/connecting-with-the-us-market National Restaurant Association Show In United States - It Is Big & It's Back www.mountainrivervenison.co.nz/community/market-news/national-restaurant-association-show-in-united-states-it-is-big-it-s-back Angus Cleland at Halperns' Atlanta www.mountainrivervenison.co.nz/community/market-news/angus-cleland-at-halperns-atlanta

When I was in North America, the Chefs and restaurant managers were genuinely excited about the "Cervena" label once I explained the quality standards it stood for. The kitchen wants quality, consistency, and reliability to maintain their high standards for all meals. As a farmer producer, I want to be part of a chain of excellence. This is our production standard, and we can partner with a company that recognises the significance of the "Cervena" to verify the next step in the chain. The Cervena label and packaging are unique because they travel with the exporter brand and build a stronger linkage to quality and reliability standards. "Cervena has survived for over 30 years and has a strong and vital future."

David Morgan learned a lot about the value of Cervena from his face-to-face conversations with Chefs, front-of-house, and other customers in the United States. David recalls that when in the States, there were some clear lessons for us. One was the importance of Cervena and the need to retain and keep developing our use of the quality mark. Our first stop was in New York, with more than 13,000 restaurants. When you understand the Chef's mentality and communicate exactly how things are with the consistency and quality standards behind Cervena, they get this. They really appreciate the farmer and value chain commitments rather than general sales statements. My daughter understood this space, and so I took her in with me. Her observation was the Chefs genuinely got the authentic credentials-based story. We were in a New England restaurant, and the Chef rang up his mates and said come down now, we've got the real deal here. He could not believe that we flew all the way to talk with samples and had the quality credentials to support what we were saying. So to date, we have traction with the Quality Mark, which has proven successful. We have worked hard as farmers to differentiate ourselves from all other products. As a result, we have a unique brand for prime farmed venison, which the Cervena Quality Mark supports. In addition, we could see that the market traction is particularly strong in the American market. Thus it has served our industry partners well over the years. This was made clear when talking to customers. They understood that the Mark guarantees consistency in texture, taste, and quality every time as it is regulated, and farmers stand by it. In the American market, the top-end chefs loved the Cervena concept. You could immediately tell they and the front-of-house staff were getting educated on the attributes of Cervena. They really brought into it. "I was fizzy with enthusiasm on seeing the customer reaction to Cervena." But, don't get me wrong, you still have to wear some shoe leather out to conquer these markets. But with Cervena, we have a platform for this. And just like Zespri with Kiwifruit, the integrated supply chain - from the farm to the Chef's plate for us - is focused on meeting the customers' needs. This production and distribution system delivers the world's best venison to customers worldwide. Today the quality mark represents the culmination of decades of farmer, plant, marketing, and distribution, practical, technical, and scientific achievements. Customers know this means a commitment to quality standards and continuous improvement. The benefits are similar to the New Zealand Beef and Lamb Quality Mark / Rosette. People see the Rossett on the box and know it is premium New Zealand beef and lamb. For us, it is the Cervena Mark and three gold stripes. It is an assurance that it is New Zealand grown and maintains the highest quality standards and farming practices. We have invested a lot of money through our levies, so we want to see a continued return on this investment. We should look at this in terms of the longevity of business. DINZ and all concerned need to support the continued investment and promotion of Cervena. We need consistency and to avoid jumping around, so it's imperative to keep focused on Cervena. The inter-generational market development happens over time. We have succeeded in niche markets, which is the way forward. It is good to see the real positives and what advantages we can take from this. The specialist venison companies see and get the benefits and are truly committed. Cervena is for the long term. When I wear my marketing hat and belonging to the Mountain River fold, I think Cervena has momentum and represents our future. The focus now is on how we take Cervena forward as farmers and marketers. As farmers, we should encourage those committed to the Cervena Quality Mark. That means for us supporting Mountain River Venison. We've all worked hard for this for 30 years and should stay loyal. We want to continue to benefit from so much time, effort, and financial commitment. "We will continue, and I can see Cervena supply groups developing." The Key Lessons Learned From The United States The key things I learned about the United States were: They wanted assurance of continuity, consistency, and quality of supply. They like the fact that we are grass-based. I never used the words "ranch" or "prairie." I used the word "Farm" because we are a farm. They appreciated things being explained honestly. We talked about rotational grazing and how we winter feed the deer and conserve feed. Then when they saw photographs of the farm with green grass, they were excited about our venison. They were very interested to know: That my family was involved. That I have a relationship with the people at the processing plant. The production standards for licensed Cervena. That we have an Environmental Plan. We have a high welfare standard. Price never even came into it because we are providing a premium product. This is where Cervena plays a critical role. "With the Cervena Mark behind you, you have a regulated Quality Mark. The Mark immediately communicates New Zealand farm-raised venison under the age of three." Otherwise, you are forced to use generalised marketing statements which do not hold the same credibility. Growing With The United States Market Sometimes we may assume we have a right to sell, but that is not how the market works. In addition, costs are going up. That means we must do the job properly to get the margins. During my visit to the United States, I learned that we are selling into premium markets and need premium credentials like Cervena. Ultimately this means better returns. Then we can reinvest and grow the business. Then we can have a long-term sustainable, profitable farming model. And it needs to keep improving and adapting to market needs. Find Out More: USA Sales trip - Glen Whyte & David Morgan www.mountainrivervenison.co.nz/community/community-news/usa-sales-trip-glen-whyte-david-morgan Reflecting on the 2019 US Sales Trip www.mountainrivervenison.co.nz/community/community-news/reflecting-on-the-2019-us-sales-trip Raincliff Station US Sales Trip Follow Up www.mountainrivervenison.co.nz/community/farmer-stories/raincliff-station-us-sales-trip-follow-up

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

In the USA, Force of Nature have continued their social media campaign with a series of Autumn postings. Chipotle Glazed Venison Tomahawk Steaks: www.instagram.com/tv/CRpdcS-A7DO Steak recipe: www.instagram.com/p/CUv_4hYg3vK Autumn favourites: www.instagram.com/p/CUJIMM8sja5 Venison and health: www.instagram.com/p/CUGplFtgziW Ground elk: www.instagram.com/p/CVB8lAUrfXI This market activity is part of our programme for expanding retail sales of venison in the USA market, building on the longstanding relationship between Terra Pacific and the Force Of Nature team. Angus Cleland at Terra Pacific summarised recent developments in the US market in our June Community Meeting: With consumers compelled to cook at home during Covid, they proved willing to experiment and try new and different proteins. This helped introduce venison to new consumers. Sales of ‘Ground’ venison & Elk at retail has been very strong over Covid. The consumer adherence to ‘seasonal consumption’ seems to have broken, as the public discover the great flavour from venison as a lean healthy meat which has “all season” applications. The ‘Gourmet Burger’ revolution is underway. Once introduced to venison in the familiar ‘ground’ form, the expectation is that consumers will then try whole muscle cuts and move up the value chain. Thanks to the investment of Force Of Nature and others, consumers are finding Game meats increasingly available at national retail chains like Albertsons & Kroger. This will further encourage sales at restaurants & home delivery platforms. Force Of Nature has taken a clear regenerative market positioning. Their Instagram description says "We partner with regenerative ranchers to bring you the best meat on the planet, for the planet." And this is clearly working for them as they are growing at a rate of 300% per annum. They are now approaching 7,000 distribution points just in retail, have a food service presence and an online presence. In our most recent Community Meeting, Robby Sanson, the co-founder, CEO and Land Steward, highlighted a list of prominent grocery chains in the States they have been able to get to in only a couple of years. Robby noted that consumers are interested in new and innovative types of proteins that Mountain River farmers are providing them. He went on to say they're also interested in the values behind the venison, saying it is the combination of those two things and the timing, that is really working well for us and it's really important as we go forward. Robby Sanson went on to explain the brand they are developing. We call it Force Of Nature for a reason. It invokes an emotion. It's really about protein and food as nature intended. And we're delivering what shoppers want and what consumers are looking for. The venison you are producing is better for me and my family and my children. And ultimately better for the planet. Better for environments - it's about ecosystems. The consumers all want to ensure that in the purchases that they make, that it's better for the animal and the welfare of the animal. But consumers also care about social issues now more than ever. They care about all you in the room - the Mountain River farmer and the community that you're a part of - the people that are actually on the front doing the hard work. So what we really endeavour to do is serve the consumer right. We want to give them exactly what they want. We want to allow the customer to understand that the alternative to this really beautiful and virtuous system is a rather negative one that doesn't really represent what they're looking for. Part of the way we do that is working with folks like you and getting valuable content that we can share. We want to tell your story and we want to connect you to them. We want to develop that market. We work hard on demand creation and serving consumers, but the other half of our job is to connect you to that market and to ensure that you have access to those consumers. And further, we work to ensure that you get what you deserve and what you receive justifies the effort. It validates the premium that you deserve for the work you're doing - the good outcomes that you're promoting, especially in an environment where too many folks have cheapened the quality of food at the expense of so many of those things that we all care about. You can learn more about Robby and the Force Of Nature team (www.forceofnature.com/pages/team). Force Of Nature's 'Farming In Nature's Image' (www.forceofnature.com/pages/regenerate): Through a mutually symbiotic relationship dating back hundreds of millennia, the health of our grassland ecosystems and the health of civilisations are deeply interconnected. Through fertilisation, soil aeration, and the stimulation of plants, large herds of grazing bison and elk were the original architects of North America's most fertile lands. The nourishment provided to the soil by these animals has served as a savings account in which the last 100 years of food production has relied upon. Force Of Nature Story (www.forceofnature.com/pages/our-story): We love eating meat, but we're tired of making sacrifices in our own values with the ways in which animals and land is managed in our current food system. It dawned on us that when managed in nature's image, livestock could also create a positive return on the planet, and through grazing, could actually contribute to a system that fights climate change. Learn more about: Force Of Nature: www.forceofnature.com Force Of Nature Instagram: www.instagram.com/forceofnaturemeats Force Of Nature Story: www.forceofnature.com/pages/our-story Force Of Nature Regenerative: www.forceofnature.com/pages/regenerate Force Of Nature Shop: www.forceofnature.com/products/venison-tomahawk-steak

James Petrie of Merchant Of Venison has been in the venison game for more than 20 years, selling venison locally in New Zealand. Merchant Of Venison proudly sells right across New Zealand to anyone, from private customers, right through to restaurants, wholesalers, and supermarkets. The approach the business takes is to deal with each person and client individually and James feels this is a real advantage as he can better understand their needs, and match them with what Mountain River can produce. James started off supplying supermarkets with the original product being the neck bone which was used for soups and casseroles. The business has built up from there. He works hard to find a product being produced by Mountain River that fits with the right customer. Merchant Of Venison have gone on to the Osso Buco shank, to steaks, and a lot of trim. He notes that customers like to make their own mince, their own sausages, and put their own spin on it. In the last few months (before lockdown) James was able to get to a lot more restaurants, asking what they would like to try. He provides them with a list of random products they have likely never been able to get and try, such as hearts, tongues, livers, sweet breads, cheeks. Customers cannot believe how many products they have from the whole animal - Merchant Of Venison likes this approach and celebrates the whole animal. Sharing the Passion for New Zealand Venison The thing that James enjoys most about the business is meeting people and sharing his passion for the venison product. It is a real privilege to go out on to the farms and visit the farmers and go into a paddock of hundreds of deer. He notes that you would think the deer would run to be away from you. But all you have to do is hold your hand out and they will come up and sniff you. The inquisitive ones will come and sniff your hand. It is wonderful to see that they are so happy and healthy. James says we are very lucky to have New Zealand venison. It is a unique protein in the world. It really makes him proud to sell it - and it makes him proud when he sees people enjoying it. He’s so enthusiastic and can’t wait to get the product to the market and share it with people. James says the job that everyone has done is a credit to them and he’s proud to sell the venison that they produce. He wants to share this with chefs so they too can appreciate what has been done and what the Mountain River farmers and team are doing. Chef Graham Brown's Red Berry Tea Smoked Venison Restaurants are always interesting, with James and his wife Angela constantly gaining knowledge and ideas along the way. He says a great product to take to a new chef is “Chef Graham Browns Red Berry Tea Smoked Venison” as you just slice thinly and eat, so it’s a great way to break the ice. Chef Brown says venison is perfectly suited to lighter style dishes and combines perfectly with fruit and cheese. Using the salad ingredients and adding in fruit which is in season such as melon, mango, raspberries and blueberries. Caper berries and roasted baby onions also make tasty additions. This is a great dish to serve as a light lunch or a starter for a dinner party. Check out the recipes section of the website: www.merchantofvenison.co.nz/recipes. Smokey T's Low and Slow BBQ Restaurant A really interesting development is with Smokey T’s low and slow BBQ Restaurant. For those of you that were lucky enough to be at the Mountain River Farmers' meeting in June, you would have tried some of Tristin’s cooking there. Venison is not a traditional meat for them to cook, so this was a real eye opener for James as to what is possible. Both James and his wife Angela work with Smokey T and The Smokin Que Team to bring Venison to a whole new cooking style and market. Smokey T's is in Christchurch and you can find out more at www.smokeytsbbq.com. The Merchant Of Venison Online Shop If you want to try Red Berry Tea Cold Smoked Venison and other grass fed and delicious products, visit the Merchant Of Venison online shop at www.merchantofvenison.co.nz/shop. Don’t forget to use your discount code: VENISON10 You can also see a longer version of James on video, where he shares his passion for all the different venison products now available, he says "We do care about this." Learn more about: Chef Graham Brown's Red Berry Tea Smoked Venison: www.merchantofvenison.co.nz/recipes Smokey T's Low and Slow BBQ Restaurant: www.smokeytsbbq.com Merchant Of Venison Online Shop: www.merchantofvenison.co.nz/shop Merchant Of Venison: www.merchantofvenison.co.nz

We wanted to share this Mountain River Venison 'Farm To Chefs Plate' story from Selwyn District in the South Island of New Zealand. In just over two minutes we travel from the Whyte Farming Company, to Mountain River Venison, onto Merchant Of Venison and then to the Black Door Bar and Eatery restaurant in Selwyn. Thank you to Selwyn District for making this available. Selwyn stretches across the great Canterbury Plains and is bounded by the Rakaia and Waimakariri Rivers, with Arthur’s Pass National Park in the Southern Alps to the west and the Pacific Ocean to the east. We'll let those in the video tell their story. Black Door Bar And Eatery My name is Jordy and I am a chef at Black Door Bar and Eatery. I've been here for the last four years and currently I'm the head chef. The dish is called Grilled Venison Denver Legs. All the flavours from each and every accompaniment make a good combination. The horseradish cream will cut through the meat's sweetness. At the same time the potato gratin will give you good starch stuff that goes with this meat. So including brickolini, that is a combination of veg, starch, and protein. The deer is nice and tender, and flavour-wise it's nice and juicy, while it is cooked off. My favourite is venison actually, so I just love it. Whyte Farming Company Glenn Whyte: I'm a third generation farmer - both my grandfather and my father farmed deer as well. We finish 1100 deer each year to supply to Mountain River. Mountain River Venison Rob Millar, Supply Manager at Mountain River: Mountain River is a specialist venison processor based at Rakaia in Canterbury. "G'Day mate" says , Rob, as a deer wanders up to him. It is very important for us to see locals supporting the product. That's very important for our supplier/producers to see. They take a lot of pride in seeing their products on the restaurant menus, both within the Selwyn District and throughout the rest of the country. Merchant Of Venison James Petrie provides Black Door Eatery and Bar with venison: Chef Jordy is using Mountain River Cervena rump, which is a part of the Denver leg. Because we supply him with all the rumps, he has a consistent steak every time. Chefs know exactly how to treat it, how to prepare it, and how to cook it. Learn more about: Black Door Bar and Eatery: www.blackdoorbar.co.nz Merchant Of Venison: www.merchantofvenison.co.nz Mountain River Venison: www.mountainrivervenison.co.nz Whyte Farming: www.mountainrivervenison.co.nz/whyte-farming Selwyn District: www.selwyn.nz

You got to see Tristan at work at our last community meeting at the Dunsandel Community Centre. And everyone loved the BBQ!! What a fine way to end the session. So thanks to Tristan and team. Smokey T's Barbecue joint has become one of the most popular new upbeat restaurants in Christchurch city, selling out most days since opening a permanent outlet down Cashel Street. Owner/Pitmaster Tristan Anderson is a former executive chef, who managed 32 chefs across several Christchurch restaurants. As he says on his website he’s been grabbed by a "smoke addiction” .... Check out Smokey T's video (41 seconds): And here is the longer version of Smokey T's video (5 min 3 sec): Time to visit Smokey T's ... here is where to go: www.smokeytsbbq.com

Exciting news!! Saturday 7th of August is going to be the worlds first “NZ Venison BBQ Day”. Anyone that enjoys eating great food can get involved, as all you need is a BBQ, some NZ venison and that’s it. We have many events planned around the world, as a good BBQ is always fun. If you want to get involved we would love you to join in and make this an event celebrated around the world. Get ready to Barbecue and cook up some venison ribs, tri tip and brisket, along with your other barbecue favourites. It's a time to share good food and good company. James and Angela at Merchant of Venison are generously giving a 10% discount and some good prizes. DINZ have a competition too. Check out the details below. Here's the details 1. Set the date - Sat 7 August The first ever NZ Venison BBQ Day is on Saturday 7 August. Yes, perfect for the AB match against the Wallabies. Kick-off is at 7.05pm. Get ready for this. This is the opening test match of the 2021 Bledisloe Cup with our trans-Tasman rivals. They then head to Australia for the second match. 2. Talk to family and friends Right, it's time to line up those attending. Now is the time to speak to, telephone, text, or even email those ready to have the best BBQ feed of their lives. Get your invites out! 3. Organise your venison Make sure you've got your venison. If you need to get supplies in, order from the Merchant of Venison team: Click on: www.merchantofvenison.co.nz/shop Save 10% by using the voucher code: BBQ10 Starts on Friday 23 July. The voucher box appears at the checkout stage. 4. Win Prizes This is where you go to win prizes: Merchant Of Venison Facebook: www.facebook.com/merchantofvenison To celebrate NZ Venison BBQ day coming up, the MOV team are giving 2 lucky winners a chance to take home a box of NZ farmed Venison each week until Saturday 7th of Aug. Get those barbies fired up in NZ & around the globe to enjoy some delicious NZ farmed Venison. To be in to win simply like/follow the page & post, tag 2 friends. Winners will be notified by private message. #giveaway #bbq #meat #win #venison #NZVenisonBBQ DINZ Facebook: www.facebook.com/deerindustry The team is pretty excited about the first NZ Venison BBQ day happening around the world. There are 30 farm raised venison BBQ boxes to give away. Each pack contains some medallions, mince, rump and ribs and has been put together by our friends Merchant of Venison Ltd and Mountain River. To win - Give the page a like if you haven't already and add a comment, tagging someone you would like to share your BBQ box with on NZ Venison BBQ day. #giveaway #bbq #meat #win #venison #NZVenisonBBQ 5. Checkout the action around the world Hunter McGregor in China: www.instagram.com/nzhunt3r Gustaf Kugelberg in Nordic Counties: www.instagram.com/mountainrivervenison Shannon Campbell in Italy: www.instagram.com/shannon.campbell2018 6. Please Send your photos and videos We would enjoy seeing these and we can then use them to show our customers. They love to see what is happening with farmers and the rest of the Mountain River Community in New Zealand. Please share them on social media and text or email them to Rob or John: John Sadler - Ph 027 576 2229: johns@mountainrivervenison.co.nz Rob Millar - Ph 027 523 2229: robm@mountainrivervenison.co.nz 7. Relax and enjoy On the day, just enjoy the event. It is the very first NZ Venison BBQ day and is happening around the world. And go the mighty AB's!!