- PGP Executive Summary
- Funding & Programmes, Primary Production, Primary Growth Partnership
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.
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.
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 for Passion2Profit - August 2015 [PDF, 221 KB]
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.
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