Deer Improvement programme hopes high

This positive story about the way forward for the Deer Industry shows that it's small size is no barrier to success, and allows it flexibility to move with the market into the future.

Recognising that animal performance needs revitalising, an organised campaign around focus farms and this productivity programme aims to improve deer farmers profits.

This industry was once known for its volatilty in returns but is shedding this tag as stable prices  allow industry growth to be more aligned  with market demands.

Deer farming has attracted many different innovative leaders in its short history and Dr Mandy Bell will be added to that list as she strives to plan a successful future for deer farmers.

Mandy Bell hopes the Productivity Improvement Programme will ultimately prove to be of significance to NZ's deer industry. Judging by the momentum it had gathered so far, some really good uptake looked likely, Dr Bell said in the Otago Daily Times. The programme, which aims to increase sustainable profitability across the industry, is run through Deer Industry NZ

After a year's work, 15 proposals were on the table, all designed to improve profitability by achieving the goal of "more deer, heavier, earlier and better".• Through the Processing Group, venison processors and marketers have developed, for the first time, a definition of an ideal venison carcass - with a target of 65kg (up from 54kg-55kg).• The Feeding Group is developing feeding and growth pathways for deer, so farmers could meet the 65kg carcass target cost-effectively.• The Value Chain Group has mapped the whole value chain for the first time (from growing pasture through to meat sale) and a model has been created to show what happens to the bottom line when production, yield or costs change.

• The Genetics Group suggests realising the genetic potential of deer by using DEERSelect (a genetic evaluation system) to produce venison according to market requirements.• The Deer Health Group has identified that many of the technologies to lift production are already available to farmers and processors.

Dr Bell, a Wanaka-based farmer and veterinarian who has chaired and driven the programme over the past year, said that it had been gathering "tremendous momentum". It had been an exciting project, with up to 30 people involved in the process who were all leaders in their fields, ranging from farmers and processors to scientists and marketers. It was a translation of science and knowledge into business practices - how to take that information and run a better and smarter business, and how to do that efficiently.

One of the benefits was the industry was smaller - "we're light on our feet" - and there was a team of people who were determined to do things better and take some good foundations that were there and "fine-tune them".That was important given the land-use competition with both the dairy and forestry sectors.

A recent update from DINZ said the weighted average venison schedule over the past four years had been $8 a kg. Prospects for the season ahead once again appeared strong, with spring schedules likely to be in the $8/kg-$9/kg range. Over the past four years, the venison price had varied only 7%, despite a 32% higher New Zealand dollar and the global recession. Breed-finish deer returns over that period were above sheep-beef returns and farmer confidence was increasing.