Waitrose to ensure year round supply

The NZ model for supply and marketing is being used in Britain by First Light Venison, to expand production on strong demand.

In a partnership approach, FirstLight will supply frozen product in the out of season UK period from NZ,  to ensure year round supply to supermarket giant Waitrose.

More and more of our agricultural product customers are demanding year round supply, and companies are looking for overseas production to supplement NZ's seasonal volumes.

Fonterra already source product from overseas producers, and meat processors have been looking in South America  for out of season lamb supplies.

The key will be to maintain the quality and reputation of the NZ brands in trying to satisfy customers needs.

Waitrose has 20 per cent of the expanding venison market and is looking to double its sales. British venison will be available from this week through to April, when supply will switch to New Zealand for the summer months. The UK venison is supplied by producer group, First Venison and slaughtered at the dedicated deer abattoir at Round Green Farm, Barnsley reports The Farmers Guardian.

In-store packaging is to be redesigned to emphasis the health benefits of venison, which include being lower in fat than other red meats and high in Omega 3. Members of the New Zealand producer group, First Light, last week visited the UK to meet the UK producers, visit deer farms, the abattoir and processing plant. The intention is that there will be close collaboration between the groups in future.

Waitrose meat buyer Andy Boulton said: “Venison has been a significant growth area. UK sales have increased by 20-25 per cent in the last three years or so and we aim to double sales over the next few years by new store openings and our move into the convenience sector. “This offers tremendous potential for deer farmers and First Venison is keen to recruit new members. We offer a set price for the season and a structured payment system and are able to take the whole carcase.

“We want to be able to provide a supply of quality venison all year round and to do that we have to import some from New Zealand, but we are working closely with both groups of farmers and they are operating to the same welfare and slaughter standards. Farmed venison offers more consistency than wild venison. The deer are younger, more tender with a milder flavour, are fully traceable and reared to QA standards,” he said.