Fifty years on from its formative years, the deer farming industry in New Zealand remains driven by the same pioneering mindset that built it. That was the clear takeaway from a recent conversation with Mark McCoard, chair of the New Zealand Deer Farmers Association (NZDFA) and a deer, sheep and beef farmer based in Taihape. Despite its growth, the sector continues to face a unique set of challenges, not least around market volatility, generational renewal and the push for long-term viability.
The NZDFA, as Mark puts it, is the voice of deer farmers themselves. “Deer Industry New Zealand represents the entire deer industry, but the Deer Farmers Association advocates for deer farmers and their specific needs,” he said. That advocacy stretches beyond industry lines, involving engagement with government departments, regulatory bodies like OSPRI and initiatives to support on-farm operations.
Funding comes from both a direct membership subscription and a levy collected on behalf of NZDFA by Deer Industry New Zealand. That structure allows the organisation to focus on delivering what matters most to its members. And right now, that includes maintaining profitability in the face of rising production costs and shifting market dynamics.
The recent 50th anniversary conference held in Queenstown provided an opportunity to reflect on the sector’s origins and trajectory. It also served as a reminder of just how far the industry has come since its early days of live capture and trial-and-error farming. “There was no handbook,” Mark said. “Farmers had to work it out for themselves. That spirit of innovation is still strong within the industry today.”
That said, it hasn’t always been smooth sailing. Market volatility has long defined deer farming. “We’re still a young, dynamic industry compared to sheep, beef or dairy,” he said. “The governance structures have matured, but they remain quite tight-knit, which has allowed us to move quickly when needed.” Mark noted that NZDFA has remained a constant presence throughout those changes.
On-farm biosecurity also remains a concern. While the feral deer trade continues, the risk of those animals disrupting advanced breeding programmes is taken seriously. “The genetics are so good now that if feral deer get in amongst them, it can really throw a spanner in the works,” Mark explained.
But it is not all about looking back. The industry is also focused on the next generation of deer farmers. The Next Generation event coming up in Blenheim is already attracting strong interest, with visits to four deer farms - two of which are integrated with vineyards offering young attendees a broader view of what a future in deer farming might look like. “It’s about exposing them to the opportunities,” Mark said. “Deer are more geographically spread, so we want to give young people more connection and knowledge of the industry.”
This complements events like the inaugural South Canterbury, North Otago Young Deer Farmer of the Year competition, which Mark described as a highlight. “It stimulated a lot of interest across our other branches. There’s even been talk of a North versus South Island competition down the line.”
The future of the sector, however, will be shaped as much by markets as it is by people. Venison prices have stabilised since the blow COVID-19 dealt to the food service sector. “Venison took a real battering,” Mark said, “but there’s been a lot of work to diversify into North America and Asia, away from relying too heavily on Europe.” Contracts for venison are now sitting around the $10 per kilogram mark, and on-farm performance is strong. “That space is looking stable,” he added.
Velvet is a different story. While market access to China has been re-established following regulatory disruptions, last season’s pricing took a hit. “There was some poor behaviour from buyers early in the season, which drove prices down. Enough volume was sold at those levels that it set the tone for the whole season,” Mark said. With costs on farm rising and inflation eating into margins, that’s a problem. “Velvet really needs to have a 100 in front of it. The cost of production has jumped significantly, and farmers have other options. We need those markets to be financially viable.”
It’s a delicate balance. If returns fall too low farmers will exit, supply will tighten and the sector could end up in a destructive boom-bust cycle. “Everyone has to play their part to create stability,” he said. “We need to tidy up what went wrong last year and start the new season on a better footing.”
As for how things are going on farm right now, Mark remains pragmatic. “Winter’s been quite kind so far, although we had a cold snap over the weekend. We had a dry autumn, but we’ve recovered well.” He’s quick to acknowledge that’s not the case for everyone. “Canterbury and further south have had a rougher time of it.”
Still, the message from Mark was one of guarded optimism. If the markets hold and younger farmers keep coming through, deer farming will have every reason to remain proud of its unique place in New Zealand agriculture. Fifty years in, it is still pushing boundaries.
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Angus Kebbell is the Producer at Tailwind Media. You can contact him here.
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