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Passion2Profit

The Passion2Profit programme aims to grow and capture the full value available to New Zealand by collaboratively positioning farm-raised venison in new markets as a premium non-seasonal meat, and by better aligning supply with demand.


The challenge

People sitting in a grassy field
Adding value to the venison industry.

New Zealand's venison industry very much relies on markets where demand is seasonal, and not in sync with our venison supply.

On farm, there is a need to integrate new technologies and processes into farming practices to improve productivity and better respond to market demands.

The solution

This programme brings together producers, processors and marketers – who together represent 95% of the industry. The programme will work to position New Zealand venison as a premium non-seasonal meat in new markets. Participants will also help producers deliver what consumers demand, when they want it, by adopting new systems and technologies.

Market research will be done to better understand what motivates customers to buy premium red meat. This will inform a national farming quality assurance scheme, and production and processing standards. The collaborative approach by processing and marketing companies will allow for the development and positioning of common brand values for New Zealand venison in new markets.

Through technology packaging and knowledge sharing, venison producers will be able to access the information and expertise necessary to lift on-farm performance and respond to consumer demands.

As a result of this programme, the venison industry will see collaboration at all levels of the value chain to deliver greater productivity and profitability in the future.

Outcome Logic Model

Outcome Logic Model for Passion2Profit - August 2015 [PDF, 221 KB]

Outcomes to date

  • Marketing companies agree to progress to year three of the non-seasonal promotion in the Benelux.
  • A report completed on the Cervena trial in Belgium in 2016 indicates changes in targeted chefs' attitudes to venison's use in the summer and satisfaction with the programme among distribution partners.
  • Implementation of the single standard for farm quality assurance for deer farming, which has been integrated into the Red Meat Profit Partnership Farm Assurance Programme, and is a requirement to supply deer for the Cervena programme.
  • Twenty four Advance Parties now in operation with over 240 farmers involved.
  • A number of information resources and decision support tools developed and distributed to farmers.

Key facts

Programme start: June 2015
Length: 7 years
PGP funding: $7.392 million
Industry funding: $7.992 million
Crown funding paid out to programme for work done to 31 August 2017: $1,501,909
Commercial partners: Deer Industry New Zealand, New Zealand Deer Farmers Association, Alliance Group, Duncan New Zealand Ltd, Firstlight Foods, Mountain River Venison and Silver Fern Farms.
Estimated potential economic benefits to NZ: The programme aims to deliver economic benefits of up to $56 million a year in additional industry revenue by 2022.

Audit

Quarterly Progress Report Summaries

April - June 2015 - Passion2Profit Executive Summary

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PGP Executive Summary

April - June 2016 - Passion2Profit Executive Summary

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PGP Executive Summary

April - June 2017 - Passion2Profit Executive Summary

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PGP Executive Summary

January - March 2016 - Passion2Profit Executive Summary

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PGP Executive Summary

January - March 2017 - Passion2Profit Executive Summary

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PGP Executive Summary

July - September 2015 - Passion2Profit Executive Summary

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PGP Executive Summary

July - September 2016 - Passion2Profit Executive Summary

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PGP Executive Summary

July - September 2017 - Passion2Profit Executive Summary

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PGP Executive Summary

October - December 2015 - Passion2Profit Executive Summary

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PGP Executive Summary

October - December 2016 - Passion2Profit Executive Summary

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PGP Executive Summary
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