John Sadler Speaks on the Mountain River Future Value Project at the Deer Industry Conference, 13 May 2026

The theme of this year’s Deer Industry New Zealand Conference was “Future Focused” - examining where future value for venison will come from and how the industry can position itself for changing global market expectations.

John Sadler’s presentation outlined how Mountain River Venison is already building value through this approach - strengthening the links between farming systems, environmental credibility, human health, and premium market positioning.

A key message throughout the presentation was that future value increasingly comes from understanding what matters to consumers and building farming systems that can credibly support that story. For Mountain River, this work is already happening on farms, in research projects, and through customer relationships that are recognising and rewarding these values in-market.

Mountain River’s Future Value Project has two main components:

• a Regenerative Pilot Group exploring regenerative farming systems in the New Zealand context

• and the Healthier Deerscapes research partnership with Lincoln University.

Both projects are focused on strengthening the connection between soil, farming systems, environmental outcomes, animal performance, and future premium venison markets.

The Regenerative Pilot Group currently involves 20 farms working together to explore regenerative outcomes and certification through the Savory Institute framework.

An important part of the project is maintaining credibility and strong linkage back to customers such as Force of Nature in the United States - a premium retail brand built around regenerative agriculture.

So far, all 20 farms in the Regenerative Pilot Group have now completed baseline ecological surveys, with farms continuing through their Year 1 assessments. Importantly, farms are already beginning to achieve Savory EOV regenerative outcomes, helping build credible data and practical learning around regenerative farming systems in the New Zealand context.

The project also includes regular workshops and on-farm discussions, facilitated by deer farmer Lyndon Matthews alongside invited specialists and researchers.

John noted that one of the strongest learnings so far is that context matters. Different environments and farming systems require different approaches, but common themes continue to emerge around soil health, reducing inputs, and using the soil as the engine of production.

The second part of the project is the Healthier Deerscapes partnership with Lincoln University.

The research is exploring whether more functionally diverse pasture systems can improve:

• animal productivity

• venison quality and flavour

• and the nutritional value of venison for human health outcomes.

The field trial compares a more conventional ryegrass and clover system against a more diverse pasture system using strips of ryegrass, white clover, chicory, lucerne, and plantain. The strips are 8 metres wide.

Animals are being regularly weighed, blood tested, and behaviour monitored throughout the trial. The project also includes human health studies examining how venison from different feeding systems may influence metabolic and nutritional outcomes.

John also spoke about the relevance of this work internationally.

In Sweden and Europe, environmental footprint measurement systems are becoming increasingly important. Retailers and foodservice companies are already introducing environmental scoring systems for products, and future regulations are likely to place increasing scrutiny on meat products.

A major point from the presentation was that New Zealand venison needs credible data if it wants to remain well-positioned into the future.

The presentation reinforced that the conference theme of “Future Focused” is already becoming reality in global food markets.

Environmental credibility, farming systems, human health, and trusted data are increasingly shaping premium food value internationally.

Mountain River Venison is already investing in these areas through its Regenerative Pilot Group, Healthier Deerscapes research project, and premium market partnerships - and is already seeing stronger market positioning and value from that direction.

The overall message was clear: future value increasingly comes from building farming systems and market stories that consumers trust, support, and are willing to pay more for.

Mountain River Venison is already on a strong path in that transition.

Find Out More:

• Mountain River Community: The Mountain River Future Value Project - Boosting Long-term Profitability

• Mountain River Community: Regenerative Pilot Group Workshop #1, Puketira Deer, North Canterbury, 12 February