Deer Industry News #27 December 2007 - Main Page - help ...

ISSN 1176-0753 

DEER INDUSTRY NEWS 

Issue 27 • December 2007 • Official magazine of Deer Industry New Zealand and the NZDFA 

Season's Greetings to all our readers 

Focus Farms 

launched: p38 

Also in this issue: 

• Profile: Tower Farms 

• Environment project shown off 

• Tb control on game estates 

• Venison – ‘heartbeat food’ 

• Venison features at meat industry workshop 

• Velconz explained 

• DEEResearch and VARNZ annual reports 

National and North Island 

Velvet Competition results 

enclosed

editorial 

Looking to challenges of 2008 

As 2007 draws to a close, it’s a good time to look at some of the opportunities and 

challenges coming up for the deer industry in 2008. 

Venison production appears likely to continue to fall as 

the effects of the last four years work their way through 

the system. At this early stage, most venison marketers are 

working to a range of 480–510,000 deer being processed 

in the year ended September 2008. This is a drop of about 

100,000 compared to the year ended September 2007. 

Over the past two years, venison exports have dropped by 

23% (27,000 tonnes to 21,000 tonnes). During the same 

period, chilled exports have increased by 73% (2,900 tonnes 

to 5,000 tonnes) to comprise a very significant 23% of total 

exports. This increase has not happened by itself. There 

has been a sustained effort by New Zealand marketers and 

importers in product development innovation and promotion 

– supported by DINZ. If the gains in chilled volumes hold, 

there will be significantly less venison available for the 

frozen market. The DINZ Board’s view is that lower volumes 

are likely over the next several years. This needs to be 

reflected in the Venison Industry Strategic Intent, and the 

Board will be reviewing it with producers and marketers. 

On velvet, the Board has been pleased with the robust, 

passionate industry discussion on how New Zealand velvet is 

best sold. This has resulted in the Velconz initiative between 

Contents 

Editorial: Looking to challenges of 2008.................................... 3 

DINZ news: NVSB: the basics; Agricultural census........................ 4 

General news: Conference 2008; Coming events.......................... 6 

Profile: Tower Farms.......................................................... 8 

Environment awards 2008; CWD monitoring update................10 

Ambitious environmental project at Rodway.........................12 

Tb control on game estates: lifting the bar...........................14 

Sexed semen technology...................................................15 

Market Report: Venison and velvet ..........................................16 

Industry news: Venison features at meat industry workshop.........18 

‘Pick and mix’ convenience; Impressing the doctor.................22 

Venison - the heartbeat food.............................................23 

MARKET TALK: Export success starts with clean, green............24 

Cervena in front of top NZ food writers................................24 

Christchurch chef wins Cervena competition; Recipe...............25 

Selin triumphs in Culinary Challenge...................................31 

Industry connection for new team member...........................31 

Million milestone for Robinson...........................................32 

Stagline Supplement: Focus Farm update.................................32 

Branch Chairman profile: Brian Russell, Southland................33 

Tb Strategy tracking ahead of targets................................. 34 

Branch Chairman profile: Andrew Peters, Taihape..................35 

Velconz explained; Rumpole Cup revived..............................36 

Focus Farms update..........................................................38 

Stagline - online; Hawke’s Bay numbers down.......................40 

NZDFA backing Velconz; Industry loses battler.......................41 

National velvet competition to remain in South.....................43 

Research: VARNZ research update........................................... 44 

VARNZ annual report........................................................45 

DEEResearch annual report................................................49 

Johne’s Research Group activity winds down.........................53 

Tracking deer with GPS; Deerselect update........................... 54 

PGG Wrightson and velvet suppliers to PGG Wrightson and, 

reportedly, in more producer interest in Velexco. 

The velvet industry must better manage its key accounts 

and supply issues. Producers should not immediately relate 

these initiatives to current market prices (either high or low). 

Market conditions will have a major impact on returns. At 

the time of writing, there are significant stocks of velvet in 

Korea, it’s selling more slowly than expected, the Russian 

wholesale price has dropped by 10% in the last two months 

and the South Korean won is weaker against the $NZD by 

about 14% in comparison to the same time last year. 

It’s important that velvet producers continue to contribute to 

the discussion and to the resulting actions in 2008. 

A focus on improving venison productivity will continue 

next year. The industry must get more deer on the ground, 

earlier and heavier at the time of slaughter (reproductive 

performance and heavier carcasses). The Venison Supply 

Systems research programme, a partnership between 

AgResearch and the industry (see www.DEEResearch.co.nz), 

is underway. DINZ is part of Pastoral 21 – a pan-pastoral 

sector initiative to drive productivity, and DEEResearch 

participates in Pastoral Genomics which is driving for 

forage improvement through biotechnology (see www. 

pastoralgenomics.com). These sources of new information, 

particularly the Venison Supply Systems programme, will 

inform the suite of Focus Farms to encourage adaptation, 

adoption and technology transfer to deer farming systems. 

Efforts to manage Johne’s disease will gain momentum 

in 2008 and build on the very good work undertaken by 

the Johne’s Research Group (JRG) since 2002. The JRG 

has raised producer awareness of this issue and achieved 

outcomes which will allow more effective management of the 

disease. Although they are still active, I would formally like 

to thank them for the excellent job they have done. Johne’s 

Management Ltd became operational in 2007. It is collecting 

a wealth of very useful data which will inform future studies 

and enable better management of Johne’s disease. 

Government action on climate change will accelerate and 

grow in 2008. Although we question New Zealand’s approach 

on climate change, and the merits of an Emissions Trading 

Scheme (ETS), the deer industry will need to understand 

its ‘carbon footprint’ through the production cycle and 

understand the concept of an ETS – both in terms of benefits 

and costs. These issues will not go away. 

Finally, I wish you a very Merry Christmas and all the very 

best for the New Year. 

John Scurr, Chairman, Deer Industry New Zealand 

Deer Industry News is published by Deer Industry New Zealand six times a year in February, April, 

June, August, October and December. It is circulated to all known deer farmers, processors, exporters 

and others with an interest in the deer industry. The opinions expressed in Deer Industry News do 

not necessarily reflect the views of Deer Industry New Zealand or the New Zealand Deer Farmers’ 

Association. 

Circulation enquiries: Deer Industry New Zealand, 

PO Box 10-702, Wellington, Ph 04 471 6114, Fax 04 472 5549, Email info@deernz.org 

Editorial and advertising enquiries: Words & Pictures, PO Box 27-221, Wellington, Ph 04 384 4688, 

Fax 04 384 4667, Email din@wordpict.co.nz 

Cover: Visitors at the Northern Region Focus Farm field day on the finishing unit at Dave Dewar and 

Kay Garland’s property Ngakuru, Rotorua – yearling crossbred stags above. Photo: Tony Pearse. 

Issue No 27 • December 2007 3

news 

National Velvetting Standards Body: the basics 

With the velvetting season in full swing, it is timely to discuss the system we have in place for the safe removal of 

deer velvet, in line with animal welfare, hygiene and drug safety requirements. The ability to remove deer velvet is a 

hard-won right, secured through industry negotiation and a formal agreement with the welfare guardians. That right 

can only be protected by strict adherence to the procedures set out in the Farmer Velvet Antler Removal Manual. 

Annually, the National Velvetting Standards Body (NVSB) is 

required to report on audit reviews and recommendations 

for any change or upgrading to the programme, based on a 

philosophy of continual improvement with advancing welfare 

as the driving force. 

The NVSB 

The NVSB administers a training and certification programme 

for the removal of velvet based on a Code of Practice. 

The NZDFA and the New Zealand Veterinary Association 

(NZVA) each appoint two representatives to the NVSB, and 

the programme is managed by Deer Industry New Zealand 

Through the NVSB manager (John Tacon) and quality 

systems administration (Pam MacLeman). There are about 

1,300 farmers certificated under the programme. 

Current members of the NVSB are: Andrew Conway, Nelson 

(NZVA); Ian Scott, Waikato (NZVA); John Spiers, Hawke’s 

Bay (NZDFA); David Stevens, Southland (NZDFA). 

Legislation 

There are two key pieces of legislation governing the removal 

of deer antler velvet: 

• Animal Welfare Act 1999 (AWA) 

• Agricultural Compounds & Veterinary Medicines Act 1997. 

The removal of velvet without veterinary supervision or 

anaesthesia is a contravention of the AWA. The antlers can 

be removed by a farmer who has received the appropriate 

training under the supervision of a supervising veterinarian 

through the NZSB velvet removal programme. Part of that 

programme is a formal audit that ensures all accredited 

velvetters will be audited as part of the programme. 

The programme is approved under the Agricultural 

Compounds and Veterinary Medicines Act and endorsed by 

the National Animal Welfare Advisory Committee (NAWAC). 

Velvetting is classed as a ‘controlled surgical procedure’ 

under the AWA, which specifies conditions under which 

such procedures may be carried out. The NAWAC Code of 

Recommendations and Minimum Standards for the Welfare of 

Deer During the Removal of Antlers (1992), provides detailed 

requirements. The NVSB programme is aligned to this code. 

NAWAC 

NAWAC is a ministerial advisory committee established under 

the AWA. The Committee advises the Minister of Agriculture 

on animal welfare matters relating to farm, companion, wild 

and pest animals. It also provides advice on the content of 

codes of welfare, including the above-mentioned code of 

welfare for removal of antlers, and the more recent Code of 

Welfare (Deer) 2007. 

The Committee is progressively reviewing existing voluntary 

codes of recommendation and minimum standards which 

will be replaced by codes of welfare. The minimum standards 

4 

in codes of welfare can be used to support a prosecution 

under the AWA, or conversely, as a defence to prosecution. 

In order for NAWAC to approve of certain procedures used in 

the removal of velvet (e.g. for ensuring adequate analgesia), 

the committee requires a robust, science-based case to be 

made. A number of research programmes funded by the 

deer industry have been carried out in order to provide this 

scientific backing. 

Current research 

VARNZ is currently working on a number of research projects 

relating to the safe removal of velvet. These cover issues such 

as analgesia and safe administration of prescription animal 

remedies used in velvetting. A listing of current projects can 

be found in the DEEResearch and VARNZ Annual Reports 

published in this issue of Deer Industry News. 

Contacts 

General information about NVSB velvetting programme: 

• John Tacon, Quality Manager, Deer Industry New Zealand, 

phone 03 312 2227 or 04 471 6117; 

mobile 021 242 2873, email john.tacon@deernz.org 

Administration enquiries: 

• Pam MacLeman, Quality Systems Administrator, Deer 

Industry New Zealand, phone 04 471 6114, 

mobile 027 392 4795, email pam.macleman@deernz.org 

DINZ website: 

www.deernz.org/n19 

Every deer counts 

With the recent volatility in herd and kill numbers, 

industry-wide planning is not easy. The DINZ industry 

survey is not being carried out this year, the results 

of the Statistics New Zealand 2007 Agricultural 

Production Census are all that much more important. 

Statistics New Zealand has reported that there has been 

a great response to this year’s census from farmers and 

growers so far, with more than 80 percent having returned 

their completed questionnaires. They have asked us to 

thank those deer farmers who have sent in their returns. 

If you are among the minority who have still to complete 

the questionnaire, DINZ urges you to do you bit for the 

industry. The better the data we have, the better we can 

plan. If you have any questions or require assistance 

completing the questionnaire, call Statistics New Zealand 

toll free on 0800 333 104. 

Statistics from the 2007 Agricultural Census will be 

published next year – key provisional figures in February 

and final figures in May. The information will be available 

on www.stats.govt.nz 

Deer Industry News

general news 

Coming events 

Competitions/Conference 

Conference 2008 heads 

for heartland 

It’ll be oysters galore, an abundance of venison in new 

cuisine, the thrill of bracing weather and a field trip 

into deer farming’s heartland next year as our annual 

industry conference heads south to Invercargill. 

Pencil in 13-15 May 2008 for the NZDFA Annual General 

Meeting, DINZ Formal General Meeting, Awards Dinner 

and a field trip to the Mossburn/Lumsden area to see how 

Southlanders farm their deer. Venue will be the Ascot Park 

Hotel, a regular haunt for deer industry events. 

Details are still being mapped out, but you can be assured of 

a convivial and information-packed gathering as the industry 

reflects on one of its better seasons in recent years. 

Public agribusiness seminar planned 

While not yet finalised, the Southland committee is exploring 

the idea of a pre-conference public agribusiness seminar 

on the afternoon of 13 May. The proposal is to invite some 

‘big-name’ speakers to explore the agricultural pressures on 

changing land use in New Zealand, particularly dairying 

impacts in the South. They will also be invited to extend 

an agribusiness overview of both productivity and market 

developments, looking at where the New Zealand story sits 

as part of ‘Brand NZ’. 

Among possible topics are the growing demands for 

renewable energy through wind power, and its impact 

socially and on farming. The invitation for public 

participation should attract a wider audience to stay on 

for the industry opening social night and its venison 

extravaganza theme that has been so successful in recent 

times. 

Conference themes will include the call to focus on what 

the industry does well, the positive energy currently being 

enjoyed, productivity gains, – all wrapped around the 

Southland ‘Spirit of a Nation’ Brand. The Southland group is 

determined to carry this event off with style and character, in 

tune with the positive future ahead. 

Once again, the conference organisation will be in the 

capable hands of Pat Johnston and Dunedin Conference 

Management Services. We’ll have more details for you in the 

February 2008 issue of Deer Industry News, and for those 

on email who have joined their local Branch of NZDFA 

there will be updates in the electronic newsletter, Stagline – 

Online. 

6 

Photo: Venture Southland Tourism. 

Friday 

18 January 2008 

Saturday 

19 January 2008 

Second annual NZ Elk Ltd/Clover Export Ltd Elk/Wapiti Carcass 

competition, Clover plant, Gore. Contact: Secretary, EWSNZ, PO Box 945, 

Invercargill, 03 217 6443. 

Elk and Wapiti Society: National Elk/Wapiti Velvet competition. Bowling 

Club rooms and Reds Café, Winton. Tickets from the Secretary, EWSNZ, 

PO Box 945, Invercargill, 03 217 6443. 

16 February 2008 2 yo and super heavyweight (10kg+) velvet ; 1, 2 & 3 yo Red hard 

antler; Wapiti 2 yo velvet and 2 or 3 yo HA Competition. Contact Sharon 

Love 0274 486 431 or Joe Crowley 0274 727 436. 

Venue: “The Oaks” Cambridge. 

13-15 May 2008 Deer Industry Conference: NZDFA Annual General Meeting and DINZ 

FGM. Ascot Park Hotel, Invercargill (see preview this issue). 

Stag walks * 

20 December 2007 Canterbury Red Deer, 10.00 am, Cossars Road, Christchurch 

Gloriavale, 12 noon, Andrew Taylor’s Property, West Melton 

Unfehlbar, 3.00 pm, Tresillian Drive, RD5, West Melton 

Sire sales * 

19 December 2007 Taihape Red Deer, 1.30 pm, Waiouru complex 

20 December 2007 Maranoa, 1.30 pm, Takapau 

Egmont Deer Farm, 1.00 pm, Bishop Road, New Plymouth 

5 January 2008 West Bush Deer Stud, 1.00 pm, West Bush Road, Masterton 

6 January 2008 Buy North: 

Love Red Deer, 3.00 pm, 380 Te Waerenga Road, Rotorua 

Kelly Oaks, 6.00 pm, 138 Tarukenga Road, Rotorua 


Windermere, 11.00 am, 341 Koromatua Road, Hamilton 

Tower Farms. 2.30 pm, Discombe Road, Cambridge 

Raroa Red Deer, 6.00 pm, Fergusson Gully Road, Cambridge 


Pampas Heights, 11.00 am, 240 Te Waerenga Road, Rotorua 

Rodway Park/Sarnia Deer, 2.30 pm, 540 Poutakataka Road, Rotorua 

9 January 2008 Unfehlbar, 10.00 am, Insignis Park, Christchurch 

Peel Forest Estate, 2.00 pm, Geraldine 

Pelorus Deer Stud, 6.30 pm, Frasers Road Ashburton, 

10 January 2008 Deer Genetics, 9.30 am, 273 McKeown Road, Geraldine 

Foveran Deer Park, 2.00 pm, 860 McHendrys Road, Hakataramea 

11 January 2008 Stanfield’s Bushey Park, 1.30pm, Palmerston, Otago 

12 January 2008 Black Forest, 12 noon, 125 Woodside Road, Outram 

Netherdale Red Deer, 6.30 pm, Balfour 

13 January 2008 Remarkables Park, 12 noon, Hawthorn Drive, Queenstown 

Canterbury Imported Red Deer, 3.00 pm, Cossars Road, Christchurch 

14 January 2008 Arawata Pure Reds, 1.30 pm, Pinebush, Wyndham 

Ingor Deer Farm, 4.30 pm, Waimatua, Invercargill 

15 January 2008 Doncaster Deer Partnership, 12 noon, Waipahi, Gore 

Brock Deer, 3.00 pm, 561 Merino Downs Road, Gore 

16 January 2008 Harwood Deer, 12.30 pm, Maronan Ealing Road, Lismore, Ashburton 

17 January 2008 Gloriavale Deer Farm/Littledale Deer Park, 1.30 pm, Insignis Park, 

Christchurch 

18 January 2008 Rothesay Deer, 1.30 pm, 185 Darts Road, Rakaia 

19 January 2008 Mayfield Elk Farm, 11.00 am, Winton 

Littlebourne Wapiti, 1.00 pm, Winton 

Tikana, 3.30 pm, Winton 

Colin JH Smith, 5.30 pm, Winton 

20 January 2008 Lochinvar Wapiti, 11.00 am, 561 Te Anau-Mossburn Hwy, Te Anau 

Maryland Deer, 4.30 pm, Malvern Downs, Cromwell 

21 January 2008 Edendale Deer, 1.00 pm, Mt Somers, Ashburton 

22 January 2008 Raincliff Station Wapiti, 1.00 pm, Pleasant Point, South Canterbury 

*Correct as supplied by agents and vendors at press time. Some of these events may have passed 

by the time you receive this issue – they are included here for the record. 


general news 

Profile: Joe Crowley – 

Tower Farms 

Man on a mission 

Deer farmers from the Waikato region have a reputation 

for putting a blowtorch under DINZ and NZDFA on 

various issues, and it would be easy to suggest Tower 

Farms’ Joe Crowley is cut from the same cloth. But you’d 

be wrong. A man of strong convictions, yes, but you 

won’t find him hogging the microphone at industry 

conferences or jostling for power on committees. 

He’s passionate about deer and has strong opinions about the 

industry all right, but he’s happy to direct his energy into his 

business and leave the politics for someone else. 

The youngest of six, Joe was born ‘in the bush’ on a dairy 

farm at Ohiwa Harbour, near Opotiki. Never one to go with 

the crowd, he left behind the family dairy farming tradition 

(most of his brothers stayed in the business), and started 

training to be a MAF farm adviser when he left school. He 

soon transferred to the old MAF Meat Division where he 

worked his way around the country and up through the 

system for 15 years, finishing as a senior meat inspector at 

Horotiu. 

His interest in deer started while he was still at MAF. Starting 

in the late 1970s with a small block at Ruakura on the 

outskirts of Hamilton he began, together with wife Amy, 

sharefarming deer. “We increased our numbers by selling 

15-month old hinds, and then using that income to buy twice 

as many weaners.” 

30-year journey 

And so started a 30-year (and counting) journey into the deer 

industry that now takes in around 1000 deer, four separate 

blocks of land, a thriving stud business and commercial 

velvet and trophy breeding operation. 

It wasn’t a straight career swap, however. While the deer 

business was slowly building, Joe bought an earthmoving 

business, which he stayed with until 2000, when he leased 

the 160 hectare Oak Hill Estate near Cambridge – currently 

his home base. He also runs a 20 hectare lease block west of 

Hamilton. 

That move came at an interesting time. “After we leased The 

Oaks, deer prices dropped and land values went up,” Joe 

notes. While that period may have crimped development for 

a while, the stud business, focusing on velvet and trophy 

genetics, has surged ahead in the past 18 months, giving 

Tower Farms renewed momentum and an opportunity to 

purchase a fourth block of land. 

“We’d got to the stage where we needed to expand and 

diversify our income, with the opportunity to keep some our 

velveters rather than selling them.” 

The latest acquisition is at Hoe-o-tainui, about 30 kilometres 

northeast of Hamilton as the crow flies. The 178-hectare 

property was a neglected former sheep farm that was 

starting to revert to kanuka. Joe intends to develop it in 

stages, starting with about 60 hectares deer fenced, with the 

Tower Farms’ Joe Crowley: believes there is still plenty of scope 

in the industry for genetic progress. 

rest being used to provide income from dairy grazers from 

neighbouring farms. 

He’s working on the yards at present and hopes to have the 

shed in soon after his sire sale next month. 

More space needed to realise 

potential 

The expansion was a necessary one for Tower Farms, which 

needed more space to realise the potential of unsold 2-yearold 

offspring. The velveting stags will be moved to their new 

home after their regrowth has been cut. 

“Ultimately I’d like to have a velveting and trophy herd of 

300-400 and start condensing my hind numbers,” Joe says. 

“We’ll probably end up with about 1,300-1,500 deer overall.” 

Always keen to adopt the technology that’s available, Joe 

has made extensive use of embryo transfers to maximise the 

genetic potential of his top females. But mother nature can 

be fickle, and it can be a roller coaster ride. “I’ve had great 

success and I’ve had disasters – like the time I had 72 eggs, 

all unfertilised, at $1,000 a straw.” 

He is a strong believer in the importance of hind quality, and 

says at least 60 percent of genetic improvement is hidden in 

a hind’s DNA. “You have 10 to 12 seasons to maximise their 

potential. Our commitment to ET has helped us accelerate 

that genetic progress.” 

Of course the stags have a part to play in all of this, and Joe 

believes that visceral response we all have to the sight of a 

magnificent stag in full antler is what fuels most farmers’ 

passion for deer. “How many people would farm deer if the 

animals never grew antlers? Not many!” 

Tower Farms’ foundation sire was an ex-Stanfield’s stag, 

Baron. His influence in the stud is still strongly felt today. 

The torch was picked up by Heathrow and of course 

Buccaneer. 

8 


general news 

“When you look at life, it’s the attractive things that catch 

your eye. In a trophy head it’s things like tyne length, 

multiple royals and spread. Over the years I may have 

developed an eye for these things and that I think that’s 

starting to show in the demand we’re getting.” 

Plenty of room for progress 

Of course it doesn’t happen overnight, and Joe is not a 

patient man. “There is still plenty of room for progress in 

antler genetics – your three score years and ten just isn’t long 

enough to achieve what you want to!” 

While he champs at the bit waiting to see how the son of an 

elite female will turn out – perhaps a wait of up to five years 

including the female’s first two years – he is appalled at the 

prospect of Deer Improvement ‘warehousing’ trophy genetics. 

“They could ruin what we’ve worked so long and hard to 

develop using our passion for deer and our eye for what 

makes a good head. Do we really want a corporate, which 

has access to a bottomless pit of money from the dairy 

industry, to come in and blow away what every deer farmer 

has taken 30 years to develop? The sale of semen for revenue 

is a numbers game which exists in venison but not in the 

boutique safari industry.” 

Joe says the use of Deer Improvement’s genetics and 

breeding technology to increase venison production makes 

good sense, but he draws the line at trophy animals. “We 

should learn from the thoroughbred industry. They could 

use AI but they never have – they understand the value 

of what they’ve built up and they protect it. And what a 

fantastic industry they have! That should be our model.” 

Joe also notes that while milk and venison production can 

be quantitatively measured, the value of a trophy animal is 

far more subjective and complicated than just figures and 

scientific equations. 

“Deer Improvement uses intellectual property clauses to 

protect its own genetics from competitors like Ambreed 

and others. It is imperative for any deer farmer who wants 

a future for their children in this industry to include an IP 

clause when they sell any stag.” 

Negative publicity a concern 

He is unsettled about some of the recent negative publicity 

surrounding the trophy industry, particularly the now 

infamous article about the Sheik and Brusnik, and the 

dispute over Brusnik’s recovered semen. 

Joe Crowley at The Oaks with 3-year sire, Shocknor. 

“Sale prices for trophy stags should be kept confidential by 

outfitters, producers and agents; the publicity around the 

shooting of top named sires like Hotspur and Brusnik is 

very damaging. It’s not a good look and it undermines the 

mystique around the genuine hunt for a trophy animal. The 

old sires should be allowed to slip away quietly.” 

If Joe feels strongly about the trophy industry, he’s just as 

fired up about the velvet industry. A Velexco shareholder and 

supporter, he is happy with what the cooperative has been 

achieving and the premiums he’s received for his commercial 

velvet. 

PGG Wrightson, on the other hand, has not achieved much 

for producers in the past 20 years, he says. “Until Velexco 

came along, no-one else was prepared to go in and do 

something for producers other than clip the ticket. I’m 

normally wary of co-ops, but I’m very comfortable with what 

they’ve been doing in the market. The entry into Velexco is 

easier than some may think. 

“Velconz seems like a duplication of Velexco, but in the end 

the market will prevail.” 

Although not interested in farmer politics, Joe is nonetheless 

a people person, and enjoys working with his colleagues 

in the industry on new initiatives like the rejuvenated two 

and three-year-old velvet and hard antler competition. The 

Waikato/Bay of Plenty Region has produced an innovative 

group of “assertive” women who get things done in the 

industry, Joe notes. Reeling off names such as Sandra Wood, 

Sharon Love, Rachael Mitchell (admittedly an import), 

Christina Floyd and his own daughter Vanessa, Joe says 

women such as these have made a big contribution to the 

industry in the region. 

“It might sound strange to say, but women often take a more 

rational and hard-nosed approach to getting things done. Us 

men can let our emotions get in the way at times!” 

Deer in the family’s blood 

And if genetics is important in the improvement of deer 

herds, so it is in the family – Joe’s two children also seem 

to have inherited his love of the animals and the industry. 

Daughter Vanessa and son Todd are both “voraciously” 

committed to deer farming, he says. All three – Joe and his 

two children – were educated at Lincoln, where Vanessa 

completed a B.Ag.Sci and honours dissertation in deer and 

Todd completed a Dip Ag after being named the top deer 

student in his year at Telford Rural Polytechnic. 

Vanessa ran the Ruakura block after work during her time 

with Deer Improvement, and is now employed by 

DINZ as Velvet Marketing Services Manager. The 

improvement in the stud business has meant Joe 

has been able to employ Todd in the business, 

giving him time and space to plan and implement 

the latest expansion to the new block. “The 

situation works well and Todd takes immense pride 

in the management of the stock – something which 

is clearly evident in their current performance.” 

A risk taker, a thinker, and a man with a 

profound belief in his industry – you can’t help 

thinking that when those three score years and 

ten get used up, Joe Crowley will really be just 

getting warmed up. 


general news 

Deer Farmers’ Environmental Awards: Have a go! 

In 2001, DINZ’s predecessor and the NZDFA ran the first deer farmers’ environmental awards. 

The awards, now a biennial event, have so far produced five 

Sir Peter and Fiona Lady Elworthy Premier Award winners. 

The programme has also recognised many other entrants over 

the years, who have won awards from the sponsor family of 

Duncan & Co, Fish & Game New Zealand, Summit-Quinphos, 

Velpool, and New Zealand Landcare Trust. 

The five award winners have been: 

2001 Victor and Margaret Clark, Taupo 

2002 Brian and Bridgitte Richards, Kaipara, Northland 

2003 Wayne and Patricia Aspin, Awhitu Peninsula, 

Auckland 

2004 George and Mary Scott, Strathmore, Gore 

2006 Murray Neutze and Keith Nattrass, Weirton, 

Geraldine 

In 2008 the industry will once again celebrate a premier 

award winner. A farm and its owners or managers will have 

been rewarded for the environmental management they are 

putting in place on their deer farm. 

From a judge’s perspective, these awards have grown to 

represent something tangible and meaningful and are a real 

2003 Premier Award property, Wayne and Patricia Aspin, Awhitu 

Peninsula, Auckland. 

CWD surveillance update 

Farmers and deer vets are continuing to support the 

surveillance programme for chronic wasting disease (CWD) 

in deer, with the target of at least 300 brain samples a year 

being easily exceeded. CWD is one of the group of diseases 

known as transmissible spongiform encephalopathies (TSEs), 

a group that includes BSE (mad cow disease) and scrapie (a 

disease of sheep and goats). 

A total of 430 deer brains were submitted for analysis in the 

year to June 2006, compared with 535 brains in the year to 

June 2007. A further 154 samples were sent in for analysis in 

the three months from July to September 2007. Samples are 

taken from deer two years and older which are showing signs 

of progressive disease, particularly wasting or neurological 

symptoms, and, less commonly, aspiration pneumonia. 

strength for the industry. Matching environmental promotion 

and expectation to reality and practice. In fact the awards 

could be said to have opened the door for more industry and 

agency collaboration on deer-farm issues. 

Forty-odd farms have entered, allowing their workmanship 

to be assessed. It’s not easy opening up your property to 

assessment by judges. However, the judging programme has 

been geared to provide feedback to the entrants so that there 

is an exchange of ideas and opportunities. Each property 

is rigorously judged in a relaxed environment. The judging 

focuses on four main categories: 

1. Specific environmental practice: soil conservation, 

riparian, biodiversity, and amenity tree planting 

2. Farm management practice. There are eight scoring 

areas here, relating to environmental management of 

chemicals, biosecurity, animal welfare, waste, etc 

3. The ‘Sir Peter Elworthy’ element. This is about social 

responsibility, innovation and promotion of deer 

4. Overall perspective: an assessment of overall 

management and efficiency, and farm management. 

As you can see, while the environmental aspects of a farm 

are critical to winning, the judging has evolved to also 

include the ‘broader environment of a farm’. This brings in 

Sir Peter’s original intent for the awards, to recognise that a 

farm must approach their business from a triple bottom line 

approach, not just focusing on the environmental issues. This 

is what makes a premier award farm stand out. 

Support the biennial awards and enter! Your farm does not 

have to be ‘finished’ in terms of trees well grown and all the 

work completed. In fact, when you’re working in a living, 

dynamic environment, projects like these are never really 

‘finished’. 

The deer industry needs to keep its environmental message 

up front, and these awards are a great way to tell a good 

news story for you, your region and your industry. 

• For an information pack, contact Natalie Fraser at DINZ: 

phone 04 471 6110, fax 04 472 5549, 

natalie.fraser@deernz.org 

DINZ, PO Box 10-702, Wellington 

The sampling is jointly paid for by DINZ and MAF, and the 

programme helps underpin New Zealand assurances to its 

trade partners that it is TSE free. 

While the total numbers are good, distribution of the 

sampling is uneven and this is less than ideal. MAF figures 

show the majority of sampling is clustered in the central 

North Island and Canterbury. 

MAF is contacting deer vets to reinforce messages about 

the types of neurological signs that should be recorded on 

laboratory submission forms. Both DINZ and MAF are urging 

farmers and vets from throughout New Zealand to support 

the programme to ensure a better spread of samples taken 

from suitable cases. 

10 


general news 

Landcare: Mitchells show the way with ambitious 

environmental project 

The Deer Farmers’ Landcare Manual was a big project and one to be proud of, but if an AgResearch survey in the South 

Island is to be believed, only about a quarter of all deer farmers are still aware of it. For Andy and Rachael Mitchell, that 

simply isn’t good enough. They’ve breathed new life into the Manual with a $120,000 wetland project to show deer 

farmers what can be achieved with vision, teamwork and forging strong partnerships. 

The Mitchells farm at Rodway Park Deer Stud, Ngakuru, 

south of Rotorua. They have contributed $50,000 towards 

the project, with the balance coming through the Game 

Bird Habitat Trust ($30,000), Waikato Catchment Ecological 

Enhancement Trust ($20,000) and Environment Waikato’s 

Clean Streams Project ($20,000). 

They have also set aside land valued at around $70,000 to 

the project, which was unveiled at a Riparian Management 

Field Day at Rodway Park on 16 November. About 50 

guests attended the day, at which Fish & Game took the 

opportunity to personally present Cambridge deer farmer 

John Carter with the Fish and Game Riparian Management 

Award he won as part of the 2006 Deer Farmers’ 

environmental awards. 

Andy says he was motivated to give real meaning to the 

Landcare Manual by using its advice in a high-profile, 

practical project that involved stream care organisations, 

farmers, the Drystock Liaison Committee coordinated by 

Environment Waikato, environmental consultants, local 

government and the local community. 

Along with the Mitchells’ unbounded enthusiasm and 

willingness to tackle such a challenge, the essential ‘fuel’ 

for the project is a pair of natural springs on the property 

which produce 20 litres per second and run for 1.7 

kilometres through the farm. 

Andy explains that the spring provided water for four 

neighbouring farms, and had been carried there through 

a 32mm alkathene pipe. The new project covers a total of 

3.5 hectares of retired grazing land traversed by the spring 

water in a 15-centimetre-wide stream. There is now 1.25 

hectares of water, in a cascade of 10 dams. The wet areas 

are a mix of open water and wetland with carefully chosen 

riparian plantings to protect some of the more vulnerable 

land. 

A key objective for the project is to ensure to quality of the 

water coming out of the wetland matches that going in, 

Andy explains. There have been extensive earthworks, over 

3,800 natives and exotics planted, a stock crossing, fencing 

and engineering. The dams are connected by 315mm pipes 

with fluming to minimise 

the impact on the 

sensitive pumice soils. 

Andy says an interesting 

challenge has been the 

sediments left behind 

by the ash fall from the 

12 

Andy Mitchell (right) talks 

to guests at the Riparian 

Management field day at 

Rodway Park last month. 

(Photo: Bala Tikkisetty, 

Environment Waikato.) 

1995 and 1996 Ruapehu eruptions. Sediment traps have been 

provided to cope with this as nature slowly chips away at the 

volcano’s legacy. 

Another key objective has been to enhance biodiversity. The 

trees and shrubs include some exotics such as Tasmanian 

Blackwoods, ash and alder for colour, with native flora 

Environment Waikato supporting 

sustainable agriculture 

The Rodway wetland project is 

exactly the sort of development 

Environment Waikato likes to see, 

and they are keen to stay involved. 

Sustainable Agriculture Coordinator 

Bala Tikkisetty says the project has 

two strong themes. 

“There are the environmental benefits, 

and under this heading there have been 

five principles of riparian management 

achieved at Rodway Park,” he explains. 

Bala Tikkisetty, 

Environment Waikato. 

“First, there is a good riparian margin. 

Often people don’t create a big enough 

margin, especially when you take soil type, slope and farming 

system into account. 

“Secondly they have planted appropriate vegetation and thirdly 

they have made sure it is properly maintained. You can’t just 

plant it and leave it. 

“Fourthly, they’ve made sure the effects of land use on the 

waterway are minimised, and fifthly the supporting works such 

as culverts and bridges are well designed and robust.” 

Bala says the second theme and secret to the success of the 

project has been the commitment and enthusiasm of the 

Mitchells. “There is now plenty of research, technology and 

expertise available for landcare projects, but a key ingredient has 

been the fantastic attitude of the Mitchells, who are open to new 

ideas and willing to learn.” 

Environment Waikato has invested in the work through its Clean 

Streams project. “Some waterways in the Waikato are fine, but 

we do have problems with invasive weeds, erosion and poor 

water quality in places. Farming systems and land management 

programmes are very important to improving water quality in the 

region. And if you have clean water, you’ll have healthier stock 

and higher productivity!” 

Bala says Environment Waikato is also involved in the Northern 

Region Focus Farm at David Dewar’s property and is keen to see 

the farm used to help leverage messages about economic and 

environmental sustainability. “It’s all about working and finding 

solutions together.” 


general news 

providing a filtering service for any leachate. The 

Ohakuri Dam (part of the Waikato River hydro 

system) is only one kilometre away. It is an 

important breeding ground for the New Zealand shoveller, 

but is starting to silt up. The Mitchells were delighted to see 

shovellers turning up at their newly created wetland less than 

two months after the dams started to fill. They’ve also added 

nesting boxes for teal, which have been sighted, along with 

herons, pied stilts and “millions” of mallards. 

The project was begun more than two years ago and is still 

in a young state, Andy says. It will take a while for the new 

environment to settle in and water quality to improve which 

residual dead vegetation finishes decaying and new plants 

establish. He says there was plenty of legwork involved with 

Before (left) and after (right): Well-built fencing and stock crossing are integral to 

the success of the wetland project. (Photos: Andy and Rachael Mitchell) 

funding and getting resource consents before the first sod 

was turned. 

“Because of my recent role with the NZDFA, we had the 

opportunity to show leadership for the deer industry in 

environmental management,” Andy says. 

“The case studies in the Landcare Manual set a benchmark 

for us to build on. The project has already generated good 

local publicity for the deer industry.” This could be enhanced 

further, with the Mitchells entering the project for a Ballance 

Environmental Award, and long-term plans to covenant the 

area to the QEII Trust. 


general news 

We had over 500 unique visitors 

in the first 5 weeks 

With over 170 comprehensive animal profiles 

from 21 of the country’s best breeders 

It’s no wonder 86.1% 

have added us to their favourites list 

Tb control on game estates: lifting the bar 

There is cautious optimism among game estate operators that the Animal Health Board (AHB) policy for game estates 

will deliver what it promised without compromising their operations. 

There are no Tb-related restrictions on where game estates 

can be set up. They have long been viewed by some as a 

possible ‘hole in the net’ around bovine Tb, and a threat to 

achieving the objectives of the National Pest Management 

Strategy. In response, the AHB last year launched a new 

policy to help better manage the Tb risk on game estates. 

The policy recognises the special conditions of management 

for game estates. While requiring certain outcomes, it does 

allow some flexibility in how these are achieved. 

Each estate owner is required to register their herd with 

the AHB in the same way farmed deer herds are registered. 

AHB’s DDCM will then work with the owner or manager to 

develop an individual management plan and vector control 

programme for their game estate. 

AHB’s policy for game estates requires that no deer may leave 

the property alive and any killed animals intended for human 

consumption are to be subjected to the usual inspection 

requirements under the Animal Products Act. Deer or cattle 

brought onto the game estate must be from a C5 herd or 

higher. Cattle moving from the property and are not going 

direct to slaughter, have to be Tb tested before they leave. 

Game estate boundaries need to be secure, either by means 

of fencing or natural geographic features. 

Comprehensive record keeping is required and covers such 

things as movements of deer and cattle on and off the property, 

and the types and amount of wild animal control undertaken. 

Flexible, tiered approach 

It is the Tb surveillance requirements which provide the 

greatest flexibility in the AHB policy. It calls for a ‘tiered’ 

approach, with preference given to ‘primary tier’ surveillance 

– either through conventional skin and blood testing of as 

many deer as can be rounded up and tested, or through postmortem 

inspection of deer shot or culled. 

Where primary methods cannot achieve the desired level 

of surveillance, testing for presence of Tb in wildlife can be 

achieved by sampling wildlife taken off the game estate such 

as possums, ferrets and pigs. 

AHB Technical Manager Paul Livingstone says pigs tend to be 

very reliable indicators of the presence of Tb in wild animal 

populations, followed by ferrets and then possums. Thus the 

actual number of animals that the game estate owner needs 

to sample is calculated from a formula which depends upon 

the species. “In the end, the species and number of wildlife 

sampled, together with deer tested through the primary 

surveillance tier, must be equal to the level of surveillance 

expected from a deer farm rather than a game estate,” he says. 

Paul notes that for some estates it is relatively easy to round 

up animals and test conventionally, whereas other operators 

might use a combination of post-mortem inspection of shot 

or culled deer together with wildlife sampling. 

14 


general news 

Safari client Steve Parker of Dallas, Texas, with a Red stag on James Guild’s High Peak Estate. Photo: John Berry, Kimihia Safaris New Zealand. 

Where Tb is diagnosed on an estate, the policy requires a Tb 

testing programme to be set up for all cattle and deer on the 

property, with all reactors slaughtered. Alternatively, the estate 

can be destocked to slaughter or a combination of testing and 

destocking used. The policy allows up to 24 months for any 

destocking, depending on individual circumstances. 

The policy also allows for increased surveillance and 

appropriate vector control if Tb is found in a wild animal on 

the estate. 

Paul Livingstone says the total number of game estate 

operations in New Zealand is unknown at present, but the 

policy is currently being implemented on properties which 

are members of the New Zealand Association of Game 

Estates. “We will evaluate how it’s working and continue to 

expand the policy – eventually all game estates will need to 

comply with the policy.” 

Policy ‘pragmatic’ 

James Guild, chairman of the New Zealand Association of 

Game Estates (NZAGE), says the AHB’s policy is pragmatic, 

and means operators can be treated individually. “The last 

thing we wanted was something that would drive people 

underground.” 

He says one of the biggest impediments to a good surveillance 

programme has been the inability to harvest animals from 

game estates and put them through game packing houses. 

Recently, however, the New Zealand Food Safety Authority 

(NZFSA) agreed to a trial procedure on licensed game estates 

that are unable to muster surplus deer, allowing them to 

shoot culls for processing and export as wild game. 

“Under this policy, harvested animals can be available for 

testing, while the industry still gets a return for the carcass,” 

he says. 

James is comfortable that the policies of both the AHB 

and NZFSA will raise standards and lift the bar for people 

wanting to be part of the game estate industry. He is 

concerned at the growing focus on trophy values at the 

expense of the total hunting experience. 

“I am nervous about the constant references to named sires 

and trophies. The recent publicity concerning an overweight 

Middle Eastern trophy collector who was clearly incapable 

of hunting, and a named stud stag has been extremely 

damaging to the managed hunting industry and is precisely 

the sort of negative publicity that could kill the goose that 

lays the golden egg for many breeders of trophy stags. 

Ridiculously high-priced and high-profile animals shot on 

game estates are not the norm!” 

He says the AHB’s decision to implement the game estate 

Tb policy on accredited properties only fits into the NZAGE’s 

push for high standards and will help exclude the ‘animal 

assassination’ merchants from the industry. 

Sexed semen 

technology – 

possible benefits 

for deer 

The introduction of sex semen technology to New Zealand 

could benefit deer farmers, says Deer Improvement. 

Parent company LIC has brought the technology to New 

Zealand and Peter Gatley, who is LIC Genetics General 

Manager and Director of Deer Improvement, says there is 

no doubt the technology works. 

“For cattle it’s been used heavily for several years and 

commercial operations now exist in the United States 

(at least four installations doing over one million 

inseminations this year alone), Canada, Brazil, The 

Netherlands and United Kingdom. 

“It is used on a large number of species including rare 

zoo animals and even marine mammals. It has been 

successfully trialled with deer in the United States and is 

said to work even better with deer than it does for cattle.” 

The process, developed in the United States and owned 

by Sexing Technologies, is called flow cytometry. It uses 

lasers to determine the mass of DNA in each individual 

cell and then electro-magnetic charges to physically 

separate the X and Y sperm. 

Peter Gatley recently visited the headquarters of Sexing 

Technologies in Texas and saw the technology in action. 

“The limitation is the flow rate so the number of cells 

per frozen straw is much lower than we would normally 

use. This has implications for conception rate but we are 

excited about the potential to combine the sorted product 

with our own fresh semen technology which demands 

fewer cells per insemination.” 

LIC is importing frozen Holstein Friesian semen to trial 

in New Zealand herds during the current mating season, 

and is sending a scientist to Texas to work with Sexing 

Technologies on a trial with fresh semen. Peter says Deer 

Improvement will start trialling the technology with deer 

semen once the equipment is installed in New Zealand. 

“If we invest in this for New Zealand we’ll apply it in deer 

immediately.” 

For the deer industry, semen sexing technology has 

potential benefits in favour of both sexes: for farmers 

wanting to quickly establish velveting or trophy herds 

with high quality genetics, and for those wanting to 

quickly build herd numbers by producing predominantly 

females. 


Market Report 

Venison 

Strong market prices and a stable currency provided a venison schedule that peaked at a national published average of 

$6.75 in week 43. It stayed there for three weeks and has now slowly tailed off to $6.63 in week 48. By comparison, at 

the same point in 2006 the schedule, which had peaked at $5.89, had fallen by 11%. In 2005, it had fallen 26% from the 

peak of $5.43. 

Schedule 

• At week 48, at $6.63 the schedule is 

21% above the same week in 2006 

and 19% above the 10-year average. 

00 

700 

EEK AEAGE SCEUE 60KG AP STAG 

Production 

• In the 12 months ending August 2007, 

venison production accounted for 

625,652 animals, providing 33,819 

tonnes of venison – a fall of 17% from 

the same period in 2006. 

• But, more telling, venison production 

in the months of July and August was 

40% down on the same two months in 

2006. Because the early season chilled 

numbers were so much lower than in 

2006, the chilled market in Europe was 

left very short of New Zealand venison. 

Europe 

• For this reason, very high prices had 

been paid for what little chilled venison 

was coming into Europe. 

• At the same time, the proportion of 

frozen venison being exported from 

New Zealand is steadily decreasing. 

Those importers reliant on supplying 

a frozen product to manufacturers 

or food service customers had their 

orders left unfulfilled because of the 

reduction in total New Zealand exports. 

They have been seeking venison on 

the wholesale market in Europe, and 

consequently, the ‘spot’ or ‘traded 

wholesale’ price for frozen venison has, 

without precedent, been higher than 

the contract prices for chilled venison, 

set earlier in the year. 

• This an extremely unusual situation for 

the venison market. Historically, chilled 

prices have always commanded a 

premium over frozen. 

• Chilled exports accounted for 24% of 

total exports in 2006/7, up from 14% 

in 2005/6. 

• Exporters are now assessing the market 

as the last chilled consignments have 

left the country to reach Europe in time 

for Christmas. While chilled exports 

will continue to many countries, the 

volumes are smaller, and exporters 

are now turning their attention to the 

frozen venison trade. 

• Demand for frozen venison remains 

very strong, both from importers selling 

to outlets continuing to sell venison 

kg 

Source: Agrifax 

Euro per kg 

600 

500 

00 

300 

200 

100 

000 

Source: PPS 

1 7 10 13 16 1 22 25 2 31 3 37 0 3 6 52 

Week 

2002 2003 200 2005 2006 2007 10 year average 

MARET INDIATOR PRIES ONE IN AUN 

May Aug Dec Apr Jul Nov Mar Jun Oct Feb May Sep Jan Apr Jul 

2003 2004 2005 2006 2007 

for consumption in the post-Christmas 

period, and also to manufacturers and 

processors who wish to secure sufficient 

volumes of product to manufacture 

their speciality items for the game 

season ahead. 

United States 

• At US$1.49 to the euro, the US dollar 

reached an all-time low in November. 

This means US dollar prices are 

struggling to compete with what can 

be obtained in Europe. To put this into 

context, the US$ bought €1.13 in 2001, 

it now buys 67 euro cents, a 40% fall 

in value. Exporters are committed to 

supporting key account business in 

North America, but must weigh this 

against the opportunity cost of not 

supplying European customers. 

Germany 

• Fifty one days of in-store tastings are 

planned with German retail chains. 

The emphasis has shifted a little 

from providing the tools to win retail 

accounts, to providing promotional 

support to reinforce venison’s appealing 

benefits. Advertising has been taken 

in store newsletters and specialist 

magazines, promoting the availability 

of venison to German shoppers, and a 

series of activities designed to improve 

consumers’ and health professionals’ 

knowledge of the nutritional benefits of 

New Zealand venison. 

16 


Velvet 

Market Report 

There has been a difficult start for the 2007/08 velvet season, with a late start to winter, increased stocks in Korea, slow 

sales reported for Russian and Chinese velvet and a 14% increase in the exchange rate. DINZ is engaged in ongoing 

access issues for New Zealand velvet in Australia, Taiwan and the United States. Meanwhile, promotion activities 

continue in Korea, China and the United States. 

New Zealand 

• The 2007/2008 velvet season has had 

a difficult start with demand for velvet 

more sporadic than the same time last 

year, due to a combination of factors: 

– A long summer and late start to 

winter affecting consumption of 

velvet through oriental medicine 

clinics. 

– An increased volume of stock in 

Korea in early winter (New Zealand 

November), some 06/07 New Zealand 

velvet, Chinese, Russian and other 

velvet present in the market. 

– Sales of Russian and Chinese velvet 

in market are generally reported as 

slow. 

– The value of Russian velvet has 

reportedly declined by about 11% 

(from about US$380/dry kg to about 

US$340, wholesale). 

– The exchange rate was 14% higher 

in November than the same time 

last year – at the start of last season 

(06/07) buyers were paying 58,000 

KRW per kg for A2S, compared to 

14% more at the start of this year 

(66,000 KRW). 

Australia 

• With the recent change in Australian 

Government, DINZ’s efforts with 

the Australian Therapeutic Goods 

Administration (TGA) to list New 

Zealand velvet as a supplement in 

Australia have temporarily stalled, 

with the TGA in “caretaker mode”. 

The application process is expected to 

proceed from early January. 

Korea 

• The “velvet as a healthy food” concept 

continues with the Seoul Millennium 

Hilton Hotel preparing for a monthlong 

“Velvet Vitality” promotion. Seven 

dishes containing New Zealand velvet 

will be featured in its most popular 

restaurant in December. Marketing will 

include: posters, a hotel e-flyer, flyers, 

press coverage, door prizes and bigscreen 

TVs playing the New Zealand 

velvet DVD. 

• A new website (www.nzvelvet.co.kr) 

aimed specifically at Oriental Medicine 

Doctors is now under development to 

add to the Korean language website 

www.dinz.co.kr. It will provide accurate 

and comprehensive information on the 

high-quality aspects of New Zealand 

velvet including the NVSB system, New 

Zealand’s farming environment and 

high-quality processing factories. 

Taiwan 

• The five-tonne velvet quota in Taiwan 

was formally discussed during the 

recent New Zealand/Taiwan Informal 

Economic consultations held in 

Wellington between the New Zealand 

and Taiwan governments. DINZ 

presented a comprehensive submission 

addressing the current issues, potential 

benefits of lifting or abolishing the 

quota and also suggestions of ways 

to collaborate or work together to 

grow the market. Since then, the 

Vice Minister (Council of Agriculture) 

has requested a meeting with DINZ 

Executive in December, when he will be 

visiting New Zealand. 

• The Taiwan Deer Farmers Association 

visit to New Zealand in December has 

been cancelled again. The invitation has 

been re-offered for the National Velvet 

Competition 2008 or earlier. 

China 

• In conjunction with a New Zealand 

exporter, DINZ is working with a Hong 

Kong-based company to assist in the 

promotion of a deer velvet supplement 

aimed at companion animals. The 

company currently sells product 

through retail pet stores and via the 

internet. Recent activities include 

attendance at the Natural Products 

Expo, Guangzhou Pet Festival and the 

Shanghai Pet Asia Expo as a means of 

finding potential distributors. Efforts are 

now being aimed at gaining registration 

of the product into mainland China. 

United States 

• Joint promotion continues with a New 

Zealand company currently marketing 

its velvet supplement in the United 

States through the world’s largest 

health supplement retailer, GNC. An 

infomercial aimed at the over 50s, 

outlining the benefits of New Zealand 

deer velvet, is in its final stages of 

production and will be shown on 

a small-scale on channels such as 

Discovery and ESPN. 

• Anti-terrorism US legislation introduced 

post 9/11 is causing market access 

issues for New Zealand exporters. Velvet 

products travelling through the postal 

system have been hardest hit, with a 

significant increase in inspection, duty 

charges and product being destroyed. 

DINZ is working with authorities in 

the United States and New Zealand 

Customs in an effort to improve access 

for velvet products. 


industry news 

Venison features at meat industry workshop 

Venison tenderness improves favourably, compared to beef, after a week post-slaughter. Pelvic suspension (tenderstretch) 

gives better tenderness in most valuable cuts and using faster growing deer for venison production can affect 

meat quality attributes according to Dr Eva Wiklund and Robyn Clemens, two AgResearch scientists presenting at a 

recent two-day AgResearch MIRINZ (Meat Industry Research Institute of New Zealand) workshop in Hamilton. 

‘Venison eating quality and food safety’ was one of 26 

presentations at the workshop that focused on market 

assurance and research and development initiatives in the 

red meat industry. AgResearch MIRINZ ran the workshop 

in association with the Meat Industry Association and 

MIRINZ Inc. About 60 people including meat processors, 

marketers and exporters attended and were provided with 

a forum where they could learn from each other about 

how to be more efficient and ultimately produce better 

products. Presentations covered a variety of topics from 

meat safety and spoilage, eating quality, measurement, 

research opportunities, traceability and process technology/ 

automation. 

with beef 1-3 days after slaughter but improved if aged for a 

week. Fallow deer was found to be more tender, while she 

explained there is no need for ageing Reindeer meat due to 

its unique composition that makes it the most tender type 

of venison. Reindeer has a small muscle fibre size and high 

proteolytic enzyme activity (the enzymes that break down 

proteins), she explained. 

Tenderness and ageing measured in striploins from unstimulated carcasses 

Shear force (kg/cm 2 ) 

1-3 days 

after slaughter 

Shear force (kg/cm 2 ) 

1 week 

after slaughter 

Beef 11.7 9.8 

Red deer 11.4 8.2 

Fallow deer 5.4 Not analysed 

Reindeer 2.9 2.6 

Source: AgResearch 

Hanging methods 

A presentation by AgResearch’s Eva Wiklund and Robyn 

Clemens looked at the special attributes of venison. 

Venison is normally a tender product which is a very 

important attribute for consumers, they said. Other 

consumer-appealing qualities are low fat content, favourable 

fat composition and high levels of minerals. On the negative 

side, venison has high drip loss and poor colour stability, 

both quality related problems that require further research, 

they added. 

Dr Wiklund outlined progress in Foundation of Science, 

Research and Technology-funded work by AgResearch into 

venison quality. 

Tenderly yours 

In terms of tenderness, 

which is measured in kg 

per square centimetre 

(kg/cm 2 ) ‘shear force’ 

– the amount of force 

needed to cut through 

the meat – Eva told the 

audience that, without 

electrical stimulation 

to accelerate ageing, 

venison from Red deer 

compared very closely 

18 

Robyn Clemens (left) and 

Dr Eva Wiklund outlined progress in 

venison research at the AgResearch 

MIRINZ workshop in Hamilton. 

This machine determines the 

tenderness of meat through an 

objective ‘shear force’ measurement. 

Two methods of hanging the 

carcasses – pelvic suspension 

and Achilles hung – while 

ageing were compared. Both 

techniques stretch muscles in 

different ways, but Australian 

and Alaskan studies have shown 

that pelvic suspension increases 

the tenderness of several 

valuable cuts from Fallow deer 

and Reindeer, Eva said. 

“The Fallow deer study also 

demonstrated that pelvic 

suspension increased waterholding 

capacity of fresh chilled 

venison stored at +2ºC for up to 

six weeks post-slaughter and the 

trained panel found this meat to 

be juicier than meat from the 

Achilles-hung carcasses.” 

The degree of tenderness was 

determined both by shear force 

and a trained sensory panel. 

Pelvic suspension of fallow 

deer carcasses improved 

the tenderness of several 

valuable cuts. 

There is currently no data available on the effects on 

tenderness of pelvic suspension of Red deer carcasses. 

Faster growing deer, more tender 

The workshop was also updated on a recent AgResearch pilot 

study that looked at the quality attributes of fast-growing 

Red deer stags slaughtered in late June (winter) compared 

to slower-growing animals slaughtered in early December 

(spring). 


industry news 

“The New Zealand deer industry is set up to produce most 

slaughter animals in early spring at 9-11 months of age to 

supply market demand, but the seasonal growth depression 

in winter sometimes makes this a challenge. A small 

proportion of deer reach slaughter weight before winter and 

this study was designed to establish how early slaughter of 

fast growing stock will affect the quality,” Eva explained. 

Carcasses from seven faster-growing deer were compared 

against seven slow-growing animals – all were electrically 

stimulated as a part of the normal processing protocol. The 

study indicated some differences in meat quality attributes, 

mainly in tenderness, with the fast-growing deer having 

slightly more tender meat in shear force terms. However, in 

a taste test, 176 consumers judged meat from slower-growing 

deer to be more tender, but preferred the flavour of the meat 

from fast-growing deer. 

Comparing the shear force values from this experiment with 

the previous values mentioned for beef, Red deer, Fallow deer 

and Reindeer clearly shows that all the venison from fastand 

slower-growing deer was very tender. 

“More consumer data has been added to this study including 

another muscle/meat cut (topside) so in the final evaluation 

we can also find out if there seem to be differences in 

consumer preference looking at two separate high-value meat 

cuts,” she said. 

Meat quality measurements: 

Striploins from electrically stimulated carcasses 

Trait 

Fast growing 

(n=7) 

Slow growing 

(n=7) 

Liveweight: kg 95.4 97.8 

Carcass weight: kg 49.6 52.3 

Dressing: % 52 53.4 

Sarcomere length 1.8 1.5 

1 day post-slaughter 

Meat pH 5.51 5.66 

Shear force: kg 3.4 5.6 

Thaw loss: % 3.1 2.9 

Cooking loss: % 22.4 25.7 

3 weeks post-slaughter 

Meat pH 5.72 5.83 

Shear force: kg 2.5 2.7 

Purge: % 5.1 4.8 

Cooking loss: % 22 22.2 

Source: AgResearch 

Blown-pack spoilage 

The presence of clostridial 

bacteria that grow in low 

temperatures causes meat spoilage, 

conspicuously signalled by 

grossly distended vacuum-packs. 

Resolving the problem of “blownpack” 

spoilage in the chilled 

meat industry was another area 

covered by Robyn Clemens in the 

session. The work was funded by 

DEEResearch. 

Robyn Clemens is looking 

at “blown pack” spoilage 

for the venison industry. 

Clostridial spores are present in soil, water, vegetation 

and manure. They enter the processing environment on 

slaughter animals, through the air intakes with dust and 

pollen, and are present on hides. They can be transferred 

to carcasses when the opening cuts are made. They grow at 

extremely low temperatures – they are quite at home in the 

Antarctic – but can’t grow at body temperature. They don’t 

seem to produce any toxins so they are not deemed a food 

safety issue as such. The aim of the research is to minimise 

spoilage losses in the production of vacuum-packed chilled 

venison, Robyn said. 

The scientists looked at the use of a pre-slaughter wash to 

effectively inactivate or remove clostridial spores from deer 

hides and determined that a commercially available animal 

wash, closely followed by water, was the most effective way 

to remove spores. It was noted also that the commercial 

wash that was most effective in reducing spores on the 

deer pelt probably did so due to mechanical action (i.e. the 

detergent in the wash helped remove the spores, rather than 

inactivating or killing them). In addition, another trial found 

that the subsequent storage temperature of -1.5°C had more 

of an effect than the initial cooling regime for vacuum-packed 

chilled venison in the prevention of blown-pack spoilage, 

though efficient initial cooling is essential. Also, washing 

the carcasses with peroxyacetic acid “Inspexx 200 ” delayed the 

onset of blown packs in packs artificially inoculated with 

clostridial spores and stored at -1.5ºC. 

R&D needs more 

integration 

A key outcome of the two 

days, according to AgResearch 

chief executive officer Dr 

Andy West, was an industry 

acknowledgement that research 

and development needs 

more integration and that 

collaboration was the way for 

the future. 

Dr West says that the 

workshop provided an ideal 

opportunity for processors, 

marketers and exporters to 

connect with researchers 

working with the meat 

industry. 

AgResearch CEO Dr Andy 

West: R&D needs more 

integration. 

“Consumers are demanding 

product functionality, quality, integrity and assurance and 

this requires an integration of research and development 

along whole value chains,” he said. 

Workshop attendees also voiced their concerns regarding the 

fact that MIRINZ Inc funding for meat processing on plant 

research and development will run out in two years’ time. 

Dr West said at an international level it is imperative that 

New Zealand can produce better, more efficient and new 

products. To achieve this, active industry participation in 

research is essential. 

For more information visit: www.agresearch.co.nz/mirinz 


industry news 

‘Pick and mix’ convenience opens up whole new sector 

Like other red meats, venison struggles with the convenience requirement at retail, but new packaging and presentation 

developments seen at the ANUGA food trade fair and further afield in Europe are opening up a whole new sector. 

According to food marketing lore, there are three core 

consumer drivers – health, enjoyment and convenience. 

Consumers will make different purchasing choices depending 

on which driver they wish to satisfy. If your product ticks all 

three boxes, the more it will satisfy their requirements, and 

the more people will be willing to pay for it, DINZ Venison 

Marketing Services Manager Innes Moffat says. 

In the retail environment, venison struggles with the 

convenience driver. When venison is presented as a large 

cut, shoppers are uncertain how to cook it, which leads 

to dissatisfaction with the second driver 

‘enjoyment’. Over-cooking sometimes makes 

eating venison less enjoyable than it should be. 

DINZ executive recently attended ANUGA – the 

world’s largest food trade fair – near Cologne 

in Germany, as part of a series of meetings 

and appointments in Europe. Chief Executive 

Officer Mark O’Connor and Innes Moffat saw the 

development of ready-to-cook consumer retail 

items using New Zealand venison in several 

European countries. 

“The growth of convenience packaging opens 

up a new sector for New Zealand venison,” 

Innes Moffat says. “Companies are now 

packaging New Zealand venison in portioncontrolled 

packs – enough meat for a meal 

for two, with accompanying sauces in 

sachets. These are not TV dinners. The cook 

is allowed to feel they have created the meal. 

But ‘assemble’ is probably a better term.” 

The pinnacle of this concept, Innes says, was 

observed in a Dutch supermarket, where 

food manufacturers worked in tandem with 

the retailer to develop a ‘pick and mix’ 

approach to create meal solutions. 

A prominent display was stationed near 

the entrance to a large supermarket, upon 

which sat four rows of food, he describes. 

The rows were numbered 1, 2, 3 and 4. Row 

one carried a variety of different pre-prepared 

salads, row two carried a variety of carbohydrates, such as 

rice, pasta or potatoes. Row three carried portioned meats 

– fish, chicken or pork – and row four carried ready-made 

sauces. Alongside this stood a display unit with recipe flyers 

showing how combinations of one, two, three and four could 

be assembled to produce a meal for two. All combinations 

carried the same price, and shoppers could follow the 

prescribed order, or mix them up themselves. 

“The beauty of this approach to meat retailing is that it 

takes the shopper’s focus from price and provides them 

with virtually complete meals, while still 

allowing them the feeling they are making 

a choice and cooking for themselves.” 

Other concepts included ready-prepared 

meats, with complementary sauces. 

New Zealand venison items are being 

promoted through this concept in the 

Netherlands and Germany this year. 

Portion-controlled packs including 

a pre-prepared sauce, like this one, 

are on the rise in Europe and let the 

consumer feel they have created a 

venison meal from scratch. 

Consumer Drivers 

Convenience 

Health 

Enjoyment 

The three consumer drivers of 

convenience, health and enjoyment 

overlap. 

DINZ is supporting a promotion with 

a Dutch retail chain, to promote New 

Zealand venison leg roasts and portioncontrolled 

leg steaks. The two venison 

items will be promoted via direct mail 

into the homes of 150,000 targeted 

store card holders. The chain has over 

700 supermarkets and is enthusiastic 

about promoting New Zealand venison. 

The importer which DINZ and the New 

Zealand exporter are working with is 

committed to developing venison as a 

12-month business and increasing the 

amount of higher-value chilled venison 

they import throughout the year. 

“This work, and similar work being 

done by other companies committed 

to developing New Zealand venison 

products for retail is helping shift our 

products out of the commodity trade 

and reduce our industry’s reliance on 

the traditional restaurant sector,” Innes 

Moffat says. 

Impressing the Doctor 

Dr Oetker (left), a fourth-generation owner of one of the world’s largest ingredients 

and bakery companies, was so impressed by the New Zealand venison tasting wagon, 

this picture was used to illustrate a press release distributed to the German food 

media announcing the recent opening of a large speciality goods supermarket, Fresh 

Paradise in Zuendorf, Germany. Run by a German family, Oetker is headed by the 

fourth generation Dr Oetker. He was the guest of honour at the opening, where DINZ 

and a local importer had arranged to host a venison tasting on one of the mobile 

tasting wagons. Not only was a picture of the IYG tasting wagon used, Dr Oetker had 

his picture taken in front of the IYG wagon by the company’s publicity staff. 

Visit www.oetker.ca/en/home for more information about the company. 

22 


industry news 

Venison – the ‘heartbeat food’ 

New Zealand venison is so healthy, it should be called the ‘heartbeat food’, according to a well-respected German 

nutritionist. 

In a series of press releases to food writers and nutritionists 

in Germany, DINZ-contracted author and dietician Dr Nicolai 

Worm says “A creative term for this delicate meat might be 

‘heartbeat food’, because, in comparison with other types of 

meat, it contains a high level of omega-3 fatty acids which 

are known to protect the heart.” 

His comments are based on an analysis of New Zealand 

venison cuts undertaken by LUFA-TIL GmbH, the German 

Institute for Food Analysis, in Kiel in August this year, 

providing an up-to-date – and German – reference point. 

Based on the results, Dr Worm has prepared and distributed 

articles and healthy recipes to the health profession and food 

writers in Germany, highlighting the nutritional profile of 

New Zealand venison. 

The German study showed that, as we here in New Zealand 

know, New Zealand venison is low in fat, high in iron and B 

vitamins, and what little fat there is, is of the correct sort. It 

also highlighted that in German terms, there are high levels 

of omega-3 fatty acids in New Zealand’s farm-raised venison, 

which are known to protect the heart. 

Being raised on extensive 

pastureland and feeding all 

year round on green fodder 

are “prerequisites for lean 

meat with an ideal fatty-acid 

profile,” according to Dr 

Worm. He is the developer 

and proponent of the Logi 

Method, a diet designed to 

prevent obesity through an 

increased intake of foods with 

a high level of omega-3 fatty 

acids. Intensive farming and 

the high proportion of grain 

in both human and animal 

nutrition, mean that people are 

not receiving adequate highquality 

fatty acids, which has 

consequences for health, he 

says. 

“Apart from salt-water fish, 

organically farmed meat (such 

as New Zealand venison) is by 

far the most important source of these healthy nutritional 

substances.” 

Dr Worm also points out to German consumers that New 

Zealand venison has a “high nutrient density” – the 

relationship of nutrients to calories – exactly what “one 

should aim for in the present, sedentary age”. 

“New Zealand venison fulfils all the prerequisites of a highgrade 

food suitable for a modern, wholefood diet.” 

In addition to the material for the press, a radio feature and 

short television advertorial have been produced, showing the 

ease with which New Zealand venison can be cooked, and 

The goodies in your portion 

The new German nutritional analysis shows that a portion 

of 100g of New Zealand venison contains: 

• Predominantly mono- and poly-unsaturated fatty 

acids (c 50-60%) which, depending on the cut, 

represents only 1.5-2.0g fat. 

• A very high level of omega-3 fatty acids, which are 

known to protect the heart. 

• Only 100-110 cal. 

• Only 30-50mg cholesterol. 

• Particularly high levels of vitamins B 2, 

B 6 

and B 12 

(representing 33%, 34% and 90% respectively of the 

recommended daily intake). 

• High levels of essential minerals, especially iron 

– 3.4 mg, representing 24% of the recommended 

intake. 

Source: Analysis carried out in September 2007 by LUFA- 

TIL GmbH in Kiel, Germany. 

German consumers are being told New Zealand venison should be called 

the ‘heartbeat food’, by author and dietician Dr Nicolai Worm. 

its nutritional benefits. These are being distributed to regional 

television and radio stations to be broadcast over the coming 

months. The cities where these features are to be broadcast 

have been chosen to coincide with where importers are 

planning promotions with retailers. 

“Nutrition is increasingly important to a segment of the 

buying population,” says DINZ venison marketing services 

manager Innes Moffat. “Obesity is a concern in Germany as 

in other developed countries, so while it is not a key driver, 

we have a very positive message about venison that we will 

use where we can.” 


industry news 

MARKET TALK: 

Export success starts with clean, green 

Export success for velvet starts with a focus on clean and green, according to Brian Blanchard, technical manager for 

Albany-based Good Health Products. The company has an encapsulated formula called Vigor which it has successfully 

sold in Asia for 12 years. It consists primarily of New Zealand deer velvet and also contains New Zealand bee pollen, 

ginseng, and zinc. The formulation is based on some sound studies that indicate these ingredients assist with energy, 

vitality, the immune system, and nutrition. Blanchard explores the reasons behind its export success for Market Talk. 

“If you ask me, the key reasons for our success in export 

markets, and in particular Taiwan, starts with a focus on 

New Zealand’s clean, green image,” Blanchard says. 

“Second is having a brand with good standing for 20 years 

and third is the emphasis we put on giving the customer 

confidence in our product. Our development team has a 

combined 139 years of chemistry, 21 years of food technology 

and 16 years of naturopathic experience.” 

New products start by building an evidence dossier of 

credible studies and reference texts that the company 

matches to its formula and claims. 

“Confidence in our quality is born out of our Medsafeaudited 

good manufacturing practice (GMP) quality system. 

The Asian market product registration places high emphasis 

on certification and our GMP certificate is very well received. 

This helps tick a lot of boxes through the process.” 

Blanchard says he is continually educating customers that 

Good Health’s GMP quality system means four layers of 

testing: 

1. Supplier and ingredients are evaluated and 

comprehensively tested before acceptance. 

2. All ingredients undergo full identification and activity 

testing. 

3. After manufacture, comprehensive testing of ingredients 

in finished products. 

4. Stability testing at 30ºC and 65% relative humidity for 

product shelf life. 

“Many people don’t realise that this means we sample and 

test every single pack in every single delivery of ingredients. 

For this reason, we have our own on-site laboratory. Being 

able to invite overseas customers down and show them that 

they are dealing with the manufacturer and not a middleman 

gets them interested. Walking them through the process 

from ingredients to finished product sells them on the spot.” 

The customer confidence built by the company has boosted 

the success of Vigor, and Good Health no longer has to 

compete directly with cut-price Chinese producers. 

“Partnering with our customers and building relationships is 

priceless so we have an export team who are permanently 

jetlagged. We have proven time and time again that we 

cannot do export business by sitting in New Zealand. 

“I hope that more people are encouraged to invest in getting 

to know their customers and committing to quality systems, 

allowing them to maintain and utilise the strengths we have 

here in New Zealand,” Blanchard says. 

For more information about Good Health visit 

www.goodhealth.co.nz 

Cervena® in front of top NZ food writers 

Cervena® Natural Tender Venison was placed in front of over 100 guests at the 2007 Culinary 

Quills Awards, the New Zealand Guild of Food Writers’ biennial awards held in Wellington in 

September. The lunch, sponsored by Cervena, featured a main course of barbecued rack of 

Cervena and caramelised onion tarts, served on platters in an Italian-style casual lunch. It was 

paired with Martinborough Vineyard’s 2004 Pinot Noir, one of a selection from Wines From 

Martinborough presented at the lunch. 

“It was an ideal opportunity to present Cervena to New Zealand’s top food writers in a 

light spring menu,” DINZ Venison Marketing Manager Innes Moffat says. “We’ve had many 

complimentary comments and it will help keep Cervena front of mind for them when planning 

features over the summer.” 

Food writing award winners were: 

• The Press’s Zest Food section edited by Kate Fraser: 

Canterbury University Food Section Journalism Award 

Brian Blanchard: walking customers through production process 

builds confidence in products. 

Guests tucking into the barbecued Cervena rack. Pictured are 

(left to right) top food photographer Kieran Scott, Fiona Chard 

of the proposed UCOL International School of Cuisine that will 

be based in Martinborough and Jill Brewis, a food writer and 

former Guild president. (Photo: Nicola Edmonds) 

24 


industry news 

Christchurch chef wins Cervena® competition 

Chef Ivan Butera, of the Scenic Circle 

Russley Hotel in Christchurch, is the winner 

of the hotel group’s Cervena venison 

competition held in October. 

The competition, which was initiated and 

run by DINZ, aimed firstly to get some 

coverage for venison into the local media 

and, secondly, to get it onto the menus of 

the mid-range restaurants. The nationwide 

hotel group Scenic Circle Hotels was happy 

to partner with DINZ in October, to promote 

Cervena on its menus and challenge its chefs 

with a recipe competition. 

Chef Ivan Butera 

proudly holding 

the Cervena Plate 

awarded to him 

in the 2007 Scenic 

Circle Hotel’s 

Cervena Dish 

competition. 

“Following a demonstration by Graeme 

Brown to the Scenic Circle chefs in the 

middle of the year, we have worked with 

the hotel chain to work up the competition 

and to obtain media coverage,” DINZ Venison Marketing Services 

Manager Innes Moffat says. 

Judged by submitted recipe as well as by an in-restaurant 

assessment, Ivan Butera’s winning recipe was Seared Cervena and 

Lavender in a Waipara Cabernet and Tamarillo Jus (see Recipe this 

page). It is a contemporary and stylish dish, commented Cervena 

chef and chief judge, Graham Brown. 

“The chef has really put some thought into the preparation and 

presentation of this recipe. Our dining assessor thoroughly enjoyed 

the meal. It is interesting to see some unusual ingredients being 

used to complement the venison and the focus on local produce is a 

nice touch.” 

Other mouth-watering top place-getters included Cervena Shortloin 

on Red Cabbage With Crispy Shank Dumplings in second place from 

Chris Fortune of the Scenic Circle Blenheim Country Hotel and Citrus 

and Sweet Paprika Cervena with Asparagus and Polenta from Head Chef 

Karl Quinn of MLC Café & Bar, Scenic Circle Airdale Hotel in Auckland. 

The winning waiter is Jakob Barwick, also from the Scenic Circle 

Russley Hotel in Christchurch, who recommended the venison to the 

competition’s mystery diner. 

The Scenic Circle Hotel group is 100 percent New Zealand owned, 

and that’s why they choose to work with local, uniquely New Zealand 

ingredients, managing director Brendon Taylor says. 

“For us, Cervena venison is a natural fit with our philosophy of 

showing visitors from overseas the best that New Zealand has 

to offer. Nowhere else in the world is such good quality venison 

produced and we want visitors going back to their home countries 

talking about the great food they enjoyed during their stay.” 

• Richard Till’s “Kiwi Kitchen”: Ocean Spray Electronic 

Media Award 

• Mary Browne and Helen Leach for their article, 

“Consuming Roses”: Fisher & Paykel Gastronomy Award 

• Fiona Smith: Regal Salmon Food Styling Award and the 

Guild of Food Writers Tui Flower Recipe Award 

• Fiona Carruthers: NZ Pork Award for Educational, 

Health & Nutrition Writing 

• Julie le Clerc: Kapiti Fine Foods’ Book of the Year 

• Lindsay Neill: Eggs Incorporated Emerging Food Writer 

of the Year 

• Penny Oliver’s ‘Beach, Bach, Boat, Barbeque 2’: 

Rangitikei Chicken Recipe Book of the Year. 

A winning recipe 

For those who like a challenge, here is Ivan Butera’s 

winning dish for you to replicate from the 2007 Scenic 

Circle Hotels Cervena® Venison Recipe Competition: 

‘Seared Cervena and Lavendar in a Waipara Cabernet 

and Tamarillo Jus’. It’s sure to impress. Serves 4 

Ingredients 

800 g Cervena – rump cut 

500 g Maori potato 

600 g broad beans 

6 stalks of lavender flower 

4 tamarillos 

300 ml Cabernet Sauvignon 

50 ml red wine vinegar 

100 g sugar 

400 ml olive oil 

Seasoning – salt and pepper 

Spring onions x 3 stalks 

Sprig of thyme 

100 g butter 

2 tspn tumeric oil 

3 cloves garlic 

Method 

Tamarillo pickle 

1. Peel tamarillo under hot 

water. 

2. Prepare reduction of red wine 

and wine vinegar and sugar. 

3. Add tamarillo to reduction 

and preserve for 24 hours in 

a jar. 

Tumeric oil 

1. In a saucepan place two 

teaspoons of tumeric, ¼ 

teaspoon of thyme, 300ml 

of olive oil and three whole 

cloves of garlic. 

2. Gently boil for five minutes 

then pour through a fine 

sieve. 

Broad bean mash 

1. Place broad beans in a pot 

with cold water and season 

with salt. Bring to the boil 

and drain. 

2. Peel beans and discard skins. 

3. Mash beans in a food 

processor with olive oil and 

salt and pepper. 

4. When consistency correct, 

add spring onions julienne. 

Maori potato 

1. Peel and turn into shape. 

2. Place in boiling water and 

boil for five minutes. Drain 

3. Pan-fry in butter and 

chopped thyme and season 

to taste. 

Cervena 

1. Cut meat into 200 gm 

portions – across the grain 

to achieve a finished tender 

portion. 

2. Sear the Cervena in olive oil 

and two stalks of lavender 

flower in a hot pan. Sear 

each side for one minute. 

Season with salt and pepper. 

3. Bake in a hot oven until 

cooked to medium-rare for 

approximately four to five 

minutes. Then rest the meat 

for a further four to five 

minutes. 

To plate each serving 

1. Place warm mash in the 

middle of plate. 

2. Slice the Cervena and one 

tamarillo. 

3. Place one slice of Cervena 

on its side with a slice of 

tamarillo next to it. Continue 

in this fashion until you have 

four slices of Cervena with 

the accompanying sliced 

tamarillo. 

4. Place three to four Maori 

potato on the side of the 

plate. 

5. Garnish with liquid left in 

the pan over the Cervena and 

tamarillos (about three to 

four tablespoons). Garnish 

also with 3 – 4 tablespoons 

of tamarillo pickle preserve 

juice. 

6. Top garnish of one lavender 

flower. 

7. Drizzle of tumeric oil around 

the plate. 

8. Serve. 


industry news 

Selin triumphs in Culinary Challenge 

Organisers of this year’s NZ-UK Link Foundation Culinary Challenge in London say they were sweating a bit, when 

they realised that New Zealand venison was so scarce in Europe they might not get any for the competition at the UK’s 

leading hospitality trade show. 

However, luckily for Selin Kiazim of the renowned 

Westminster Kingsway College, it was all right on the day 

and her menu including the main course ‘Herb crusted 

venison loin, game sausage, cabbage, carrot and bacon, 

smoked onion and parsnip mash, black olive and pepper jus’ 

impressed the judges. 

The eight nervous young British finalists, all aged under 

21, had gathered for the final cook-off on 9 October at the 

Restaurant Show in London’s Earl’s Court 2 exhibition centre. 

In the competition, organised by the British Craft Guild of 

Chefs and the Link Foundation, they were required to create 

and cook a three-course menu of New Zealand seafood, New 

Zealand farm-raised venison and a chocolate-based dessert 

for two in the allotted two hours. Judges included Miles 

Kirby of the Providores and Tapa Room, Nic Watt of Roka, 

John King of Crockfords and David Mulcahy, Vice-President 

of the British Craft Guild of Chefs. 

The competition was supported again with New Zealand 

farm-raised venison 

complemented by wine 

from Trinity Hill. Wine 

tastings were held by New 

Zealand Winegrowers and 

Stoneleigh of Marlborough. 

Kiazim, whose win was 

announced at a reception 

at New Zealand House on 

16 November, will travel 

to New Zealand early 

next year to take up her 

prize, a five-week working 

holiday in some of New 

Zealand’s top restaurants. 

Kiazim hard at work in the 

final cook-off. 

A very happy Selin Kiazim, pictured (left) receiving her award 

at the function in New Zealand House from Link Foundation 

Trustee Pat Alston, New Zealand High Commissioner, His 

Excellency the Rt Hon Jonathan Hunt and David Mulcahy of the 

British Craft Guild of Chefs. 

Her opposite number, winner of the NZ-UK Link Foundation 

Modern Cookery Apprentice of the Year in the Hospitality 

Standards Institute’s Awards of Excellence, was Porsha Fraser 

from 35 Degrees South Aquarium Restaurant & Bar in Paihia. 

She has already been to the UK for her work experience in 

some of Britain’s top restaurants and hotels. 

The NZ-UK Link Foundation’s Culinary Exchange is five years 

old and growing fast. Since its establishment in 2003, it has 

attracted entries from hundreds of young British and Kiwi 

chefs, about 80 finalists have battled their way to the top and 

10 young chefs have exchanged countries to gain the work 

experience of a lifetime. 

“Standards of cooking and presentation just continue to rise 

year after year – it’s amazing,” says Peter Gordon, Londonbased 

celebrity Kiwi chef, food guru and inspiration behind 

the award. He was on hand at the British finalists’ cook-off to 

offer advice and steady the nerves. 

Industry connection for new team member 

Top swimmer Willy Benson, 19, is the newest member of team Powered by velvet.org.nz, the group of athletes 

sponsored by DINZ. 

Born and raised in Hastings, Willy is the 

oldest of five children and attended Hastings 

Boys High, where he was head boy and dux. 

He is nephew to Warwick Kent, one of the 

North Island’s largest velvet farmers, giving 

him first-hand experience of deer. “As young 

kids we used to visit our cousin’s deer farm in 

Tikokino, which was always good fun.” 

He started competitive swimming, at the age 

of 11 for the Sundevils club, where he still 

holds the New Zealand 15-year-old age group 

record for 50m butterfly. He started a Bachelor 

of Business Studies at Massey University in 

Willy Benson: newest 

member of DINZ-sponsored 

group of athletes. 

North Shore, Auckland in early 2006 and says his 

swimming has progressed well since making the 

move. He won the 50m and 100m butterfly and 

100m freestyle in the recent Spring Nationals. 

DINZ currently powers nine athletes with velvet 

in the Powered by velvet.org.nz programme. 

In addition to swimmer Willy Benson, are 

Julia Grant (duathlon and triathlon), Morgan 

Foster (surf sports), Jonny Collett (triathlon) 

and adventure racers Sonya Clark, Rhys Burns, 

George Christison, Chris Morrisey and Ross 

Rotherham. 


industry news 

Million milestone for Robinson 

It takes 20 years to handle one million kg of velvet – that’s if you’re Steve Robinson, processing manager for UB Bio 

Ltd (formerly National Deer Horn). Gunning for his 20 th anniversary with the company in January, he has pulled out the 

records and calculated that he has already handled over one million kg of velvet for the Christchurch-based processor 

and exporter. 

Christchurch born and bred, Steve joined the company 

on 12 January 1988, fresh from the New Zealand Army’s 

Artillery Division. A friend of his mother’s gained him an 

introduction, which led to an interview on the Friday and 

brought his army logistics and administration training to 

the fore in his new career in velvet processing the following 

Monday. 

‘Part of the furniture’ now, Steve says when he joined the 

company it was just himself, managing director Youn Soo 

Lee and a secretary; then Charlie Ford joined them a year 

later (to leave in 2001). Nowadays, the processor has grown 

to a complement of 12 staff, six in processing and six in 

administration. 

He’s seen the processing industry grow from a “small family 

of factories” with velvet earning $200-300 per kg in the mid 

1980s, to a highly competitive environment with many plants 

at its peak. This has pulled back over the past four or five 

years as competition strengthened. 

“It was when production went over 600 tonnes that the 

industry lost stability and the price started to fluctuate,” 

he says, adding that he and Youn Lee believe with lower 

tonnages in the pipeline, balance can be regained. 

During his two decades in the industry, Steve has seen 

overseas competition against New Zealand product grow, 

particularly from cheaper Russian and Chinese velvet into 

Korea. With their competitive pricing, it’s been difficult to 

compete even with New 

Zealand’s ‘clean and 

green’ reputation, he 

says. 

Attempting to counter 

that competition, in their 

biggest year – 1997 – UB 

Bio imported 23 tonnes 

of Canadian product 

plus 90 tonnes of New 

Zealand product. 

In the last year or two 

particularly, Youn Lee’s 

concern is that New 

Zealand is losing control 

of the market. 

“The industry is hurting, 

exporting frozen velvet 

from New Zealand. Our 

primary aim is to add 

value in New Zealand 

by processing powders, 

capsules and tablets.” 

The New Zealand Food 

Safety Authority has 

got harder on the velvet 

processing industry, 

introducing requirements for more paperwork, more 

inspections and even hairnets, Steve says, accepting this 

is essential for marketing and maintaining New Zealand’s 

reputation for high standards. 

Asked what UB Bio product excites him most, he surprisingly 

picks out one that is only known colloquially as ‘The 

Medicine’. It is not able to be exported, but is hugely popular 

with contacts and local customers. 

“It tastes really, really bad, but contains 12-15 Chinese herbs 

and really works for general wellness and restoring the yingyang 

balance.” 

Steve’s many market visits will have been enhanced more 

recently by his having learned to fluently read and write 

the difficult Korean language– although he says his spoken 

language is less fluent. 

When he’s not working, he is a keen hunter, and he also 

used to do competitive pistol-shooting. 

However, the Oxford velvet competition had his full attention 

on Friday 7 December, when he was a judge – something he 

has done regularly over the past few years. 

Steve Robinson’s 20-year working milestone will be 

celebrated quietly with colleagues, probably combined with 

Christmas festivities. Here’s to the next million, Steve!!! 

Steve Robinson: Gunning for his 20 th anniversary with 

velvet at UB Bio. 

32 


Branch Chairman profile: 

Brian Russell – Southland 

stagline supplement 

When Brian Russell came to Wellington in October for what was only his second Branch Chairman’s meeting, 

representing Southland, he carried in his briefcase the outline of a carefully thought out argument. He was ready to put 

the case for keeping the National Velvet Competition in its Invercargill base and home for the past 25 years (see separate 

article in Stagline Supplement). The suggestion that it was time for the competition to move from the South presented 

an early challenge for the new Chairman, who took over the reins from Peter Allan in May 2007. 

In the event, he didn’t have to present his case in great 

detail. Consensus was soon reached that the competition 

should stay in the South, with the added bonus of four 

volunteers from the North Island to come and help out this 

year, and suggestions for making the top heads more widely 

available to be viewed by farmers who couldn’t make the trip 

south. 

Brian took up Chairman’s role after four years on the 

committee. He says the group functions efficiently, with all 

members well versed in their roles. Having NZDFA Executive 

Committee Chairman Bill Taylor as a mentor and living in the 

same area is also a big help, he adds. 

Branch duties compete with a busy and large-scale farm 

work programme. Brian, who lives with wife Kristine and 

four-year-old daughter Adine, farms 13,000+ stock units 

with his father Bruce and help from a casual farm labourer. 

The operation comprises three blocks: The original Avondale 

block is 370 hectares, of which 230 hectares is deer fenced. 

Brian took this over about 10 years ago, not long after 

returning from his OE in the United States. At this point his 

parents Bruce and Annabel bought a 110 hectare Dunrobin 

block about 30 km away. Then in 2001 the Russells bought 

the nearby Kowhai block, 1320 hectares of then unfenced 

and undeveloped northwest-facing country running up to 950 

metres above sea level. Original fences had been removed to 

make way for a forestry development that never happened. 

Brian says with the exception of a couple of 16-hectare 

paddocks the ‘steep and rocky’ country is fairly rough, but 

is ideal as a deer breeding block. It required fencing – often 

following the original lines – and paddocks are sprayed and 

oversown as finances allow. The regrassed areas produce 

surprisingly well. 

The three blocks complement each other well. Brian carries 

about 330 mixed age hinds and 50 yearling hinds (with the 

velvet genetics) on Avondale, with 350 velveters. He also 

finishes most of the weaners from the Kowhai and Avondale 

Blocks – about 2000. In addition to the deer they carry 

1400 Romney ewes, 500 hoggets and dairy grazers from a 

neighbouring farm – about 100 heifers and 100 calves. The 

Kowhai block carries about 2000 breeding hinds, while 

the 110 hectare Dunrobin block carries 400 hinds and 575 

weaners, and is set up as a specialist venison breeding unit. 

Brian says his is an intensive operation, which he’s still 

fine tuning. “We’re looking to drop the number of mixed 

age hinds on Avondale to about 120-150, and finish more 

weaners from the run block. I think replacing two weaners 

for very hind will be about right.” 

Sires have been sourced from Netherdale and Arawata, but 

for the past two years the Russells have also tried AI using 

Deer Improvement and have been pleased with the results. 

“We got 87 percent conception rates last year and this year, 

Brian Russell: sustainability will be the key issue for deer farmers 

in years to come. 

and didn’t lose a fawn in 2006. I think Deer Improvement 

has been good for the industry. It’s shaken things up and 

lifted everyone’s game.” 

In his own herd Brian has started paying more attention to 

the quality of his breeding hinds and has been DNA testing 

to identify the top 100 females which will go to the top stag. 

Like all venison producers, he’s been pleased to see the 

schedule staying higher for longer this season. His first line 

of 50 averaged 58 kg and nearly all achieved $6.90, at a time 

when the spring peak has usually passed by. 

He strongly believes that sustainability will be the key issue 

for deer farmers in the immediate future. “It’s an issue we all 

need to watch closely. Our industry must stay squeaky clean 

if we’re to protect what we’ve got. On our Avondale block 

I have 12 kilometres of creeks which eventually I’d like to 

have fenced. None of that will lift my productivity, but it will 

need to be done.” 

While he finds writing submissions demanding, frustrating 

and time consuming work, it must be done. “We can’t afford 

to relax. For example, Variation 5 of the Southland District 

Plan was a reasonable agreement on stock access to water, 

but we understand Fish & Game is appealing it, so the work 

will continue.” 

Echoing industry trends, the Southland Branch has shrunk in 

recent years, although numbers have now stabilised, Brian 

says. “Some of the smaller finishing units have disappeared 

or changed to dairying, while other operations have moved 

to steeper, extensive terrain.” 

The farmer population is ageing, Brian says, and that 

concerns him. But there are signs of the next generation 

coming through. At 36 years of age, Brian is one of the 

younger Branch Chairmen. He is supported on the committee 

by another youngblood, John Somerville (Arawata), and Deer 

Improvement’s Des Ford as his Vice Chairmen. 

Plenty of hard work ahead, Brian agrees, but the future for 

deer farming in Southland looks assured for now. 



Tb Strategy tracking ahead of targets 

The Animal Health Board (AHB) had positive news for the deer industry when they reported to Branch Chairmen at their 

October meeting. 

AHB Chief Executive William McCook said implementation 

of the VectorNet system to plan, manage and control vector 

operations was due early next year. Some components were 

already operating and working well. Also on the IT front is 

Tb Investigator, a software tool that provides a good visual 

analysis from the Tb database. 

William said compliance activity has featured a tough line, 

including one successful prosecution, a herd depopulation 

and many official directives. 

The past year hasn’t been without its challenges, however. 

The demise of Target Pest in the South Island had an impact 

on vector control operations, and the merger of Asure and 

AgriQuality removes some contestability from services. There 

is continuing uncertainty over the direction of NAIT, and 

heavy pressure on vector control funding, which is very 

thinly spread in some areas. 

Despite the challenges there was excellent news on the disease 

control front. Over the past 11 years, the total number of 

infected herds (cattle and deer) has fallen from 1,555 to 148, 

a drop of over 90 percent. Since 2001, the period prevalence 

figure has been falling at a rate well ahead of targets as it 

tracks towards the magic 0.2 percent (see Figure 1). 

1.6 

1.4 

1.2 

0.8 

0.6 

34 

1 

0 

NPMS PERIOD PREVALENCE 

2001 NPMS Amendment Proposal Projections vs Actual Annual Period Prevalence 

0.4 

Period prevalence (%) 

0.2 

Jun-01Dec-01Jun-02Dec-02Jun-03Dec-03Jun-04Dec-04Jun-05Dec-05Jun-06Dec-06Jun-07Dec-07Jun-08 

2001 NPMS AmProp mean projection Actual annual PP% 0.20% 

Figure 1: 2001 period prevalence projections versus actual annual 

period prevalence. 

As at June 2007 there were 18 infected deer herds, three in 

the North Island and 15 in the South. William noted that 

the areas that have done the best in terms of disease control 

have had the longest-established vector control programmes. 

All infected herds were in vector risk areas – a sign that the 

programme to tighten the noose around problem areas is 

working. 

From 2001 to 2007, the number of reactor deer recorded 

dropped from 1351 to 340. 

Andy Mitchell (Rotorua) questioned the AHB speakers on the 

impact of deforestation on vector control, commenting that 

a 24,000 hectare tree harvest in the central North Island had 

led to a huge migration of possums. They said there was no 

evidence that this was impacting vector control or spreading 

disease, but William McCook undertook to discuss the issue 

with Central North Island control management staff. 

Bob Kingscote (Selection and Appointments Panel) expressed 

frustration with the Tb risk that some safari operations 

present, saying there were problem operators on the West 

Coast and North Canterbury. He urged the AHB to use a 

‘heavy hammer’ on the few rogue operators who weren’t 

pulling their weight. In reply, William McCook conceded 

there were still some gaps in Tb coverage, but referred 

Chairmen to the AHB policy in this area, currently being 

implemented (see separate article in this issue). 

NPMS review 

The Chairmen were then given a detailed preview of the 

National Pest Management Strategy Review currently being 

undertaken by the AHB. This will be revealed in detail in 

early 2008 after economic analysis of the various options has 

been fully tested. However, in a nutshell, the review explores 

four options for the strategy over the period 2011 – 2030: 

• no Tb control 

• ad hoc control with no formal strategy 

• continuation of the NPMS with a strategy of 

containment 

• continuation of the NPMS with a strategy of eradication. 

We hope to bring readers a detailed description of this review 

early in 2008. 

The AHB presentation to deer farmers continued with some 

reminders about changes in funding. 

Funding for Tb clear herds 

• The financial assistance for alternate year whole-herd 

tests in special testing areas (annual) increased to $2.50 

+ GST per animal tested on 1 October 2007. To get 

your refund, you must be registered with AHB, which 

includes providing your bank account details and GST 

number. AHB will pay the refunds after your Tb tester 

has entered the test results into the AHB database (don’t 

send an invoice). 

• Owners who use the ETB test, a more sensitive test 

than the CCT, are eligible for refunds of lab costs and 

administration fees, for up to three tests per year, 

backdated to July 2005. Refund procedures are as above. 

Funding for Tb infected herds (with 

approved Tb Management Plans) 

• Refunds of $2.50 + GST per animal tested are now 

available for all whole-herd tests. The funding pays the 

full cost of ancillary serial and ancillary parallel tests. 

This is done to encourage a speedy clearance rate. 

• Tb reactor compensation will be paid at schedule price 

for all reactors slaughtered up to a maximum of 100 

animals per herd per year. 

AHB will be writing to all owners of infected herds with 

further details of these payments. 

Any deer farmers with questions about eligibility for refunds 

should call AHB on 0800 482 4636 

continued on next page 


Branch Chairman profile: 

Andrew Peters – Taihape 

The newly appointed Chairman of the 

Taihape Branch and wife Pam farm 

417 hectares northwest of Taihape. 

They have a daughter at secondary 

school and a son in the Air force. 

There are 60 or so deer farmers in 

the Branch region, which runs from 

Raetihi in the West to Temahanga in 

the East and Ohingaiti in the South. 

Like most of them, Andrew runs a 

mixed operation: 500 breeding hinds, 

2000 Romney breeding ewes and 120 

steers plus replacements. But unlike 

some deer farmers who have felt 

their other livestock classes have kept 

them afloat during the last few years, 

Andrew says that over the longer 

term it is deer that have kept him in 

farming. 

He grew up and started farming in 

the Mamaku district of the Bay of 

Plenty. Starting out with breeding 

hinds, he switched to finishing stags 

in the 1980s when the economics of 

sheep farming was turned on its head. 

“I bought three stags for each hind I 

sold. It was deer that got us through 

in the 1980s,” he says. 

The family moved to their present 

farm 15 years ago, bringing a small 


When Andrew Peters sent in his weaners to the annual auction at the Waiouru deer sales complex last April he was 

pleased to see prices double those achieved in 2006. “They needed to,” he says. 

continued from previous page 

Budget for deer industry initiatives 

The AHB reported that of the total $439,500 budgeted for this 

deer industry initiative assistance in 2006/07, some $267,200 

was spent, about 83 percent of this on fringe testing. The 

AHB has budgeted $200,000 for deer industry initiatives in 

2007/08. 

Modified ETB 

Progress with the approval of the modified ETB test was also 

updated. MAF Biosecurity New Zealand has provisionally 

approved the test provided the trial protocol is acceptable, 

that they receive 6-monthly reports on tests and results, and 

that it is only used on deer from C5+ herds. 

Testing equivalence programme 

Responding to a question about the Testing Equivalence 

Programme, which will offer a QA system for C5+ herds 

in lieu of whole-herd testing, William McCook said an 

implementation date hadn’t yet been decided, but would be 

early 2008 at the earliest. 

deer herd with them. Andrew says 

it is very much a breeding property. 

With the farm running from about 

500 to 800 metres above sea level the 

season usually starts late. When Deer 

Industry News spoke to Andrew in late 

November, fawns were just starting 

to appear. “I think the cold windy 

weather had the hinds hanging on a 

bit longer this year,” Andrew suggests. 

“It’s been a hard autumn, winter and 

spring and we’re still tight for feed.” 

Surprisingly, and against the national 

trends, their lambing percentage is 

better than it’s ever been. 

For all his livestock he is looking 

for tough animals suited to the 

environment. He doesn’t like 

production systems where animals 

have to be propped up with too many 

animal health products. “Deer should 

be low input – high profit.” Stags are 

sourced locally from the Taihape Red 

Deer Stud, and Andrew keeps a few 

stags of his own. 

He uses a powdered mineralised 

fertiliser mix, with a different brew 

containing more copper for the deer 

country. He feels there has been 

too much emphasis on phosphate 

fertiliser, which he says can suppress 

uptake of important elements. Calcium, magnesium, sodium, 

zinc, copper and cobalt are among the elements used. 

He stepped into the Branch Chairman’s role when 

predecessor Craig Bryant found he was spending too much 

time out of the country to be able to do the job justice. 

Andrew says the Branch hasn’t been very active in recent 

times, with most farmers hunkering down in survival mode 

over the past few seasons. 

However, he’s hoping to revive a few activities such as field 

days, and got the ball rolling recently with a Branch dinner to 

get farmers from the area together. 

He went to some of the early industry conferences in the 

heady days of the 1980s, but has not attended in more 

recent years. Reconnecting with industry affairs at a national 

level, Andrew found his first Branch Chairmen’s meeting in 

October an interesting and constructive two days. His own 

Branch has no major burning issues to pursue at national 

level, but Andrew says he’s found the meat companies’ 

demands for loyalty somewhat ironic. 

“We all have to survive. You can hardly blame farmers for 

targeting whatever will pay the most after what we’ve been 

through.” 

Andrew Peters: deer have kept him in farming. 


47 Haining Street, PO Box 6220, Wellington, New Zealand creative@toolbox.co.nz 


Velconz explained 

We have received some comments that producers do not understand the new joint venture velvet marketing platform, 

Velconz, since its launch this velvet season. To ensure all producers are up to speed, we again CONCEPT 2 : VELCONZ bring IDENTITY you details on 

Velconz and how it works. 

At a glance 

• Velconz Ltd is a 50:50 joint venture (JV) between PGG 

Wrightson (PGW) and velvet suppliers. 

• People who supply velvet to PGW will become 

shareholders in Velconz Holdings Limited (VHL) which 

owns the suppliers’ 50% share of Velconz. 

• Company details (constitutions, shareholder agreements, 

future planning) are being finalised. 

• Producers do not have to choose between Velconz or 

PGW. This year, PGW Velvet is operating with Velconz. 

• Everyone who chooses to supply Velconz is a participant 

unless they prefer not to be. For this year, Velconz is the 

existing branded PGG Wrightson velvet pools system. 

• Velconz directors will have a role in discussion on 

systems, trends and market for velvet this season. 

• If producers supply at least 280 tonnes through Velconz 

this season, PGW will contribute an estimated $5.60 

per kg on each kg of velvet over 280 tonnes supplied 

to Velconz. Initial success depends on this 280 tonne 

threshold being passed. 

• The long term success of this venture relies on more 

than 70 percent of New Zealand’s velvet being sold 

through Velconz. 

• As the service organisation, PGW offers a number of 

options for individuals and their velvet, especially the 

Velvet Supply Management or the ‘sell or no sell’ option 

based around price and timing. 

Three entities involved 

Velconz Limited: the Joint venture company between 

suppliers and PGG Wrightson (see below for detail). 

Velconz Holdings Limited (VHL): The suppliers’ holding 

company. Shareholding is based on velvet volume supplied 

(see below for detail). 

PGG Wrightson Velvet: Offers, on a fee for services basis, 

the current velvet collection, grading, reporting, sales and 

payment systems on behalf of Velconz. 

Velconz Limited 

Velconz has been created as a 50:50 JV between suppliers 

(through VHL) and PGW to maximise returns for 

shareholders (i.e. velvet producers who supply through 

Velconz) by putting some governance around the pool system 

including influence on selling and grading. It also creates a 

marketing platform that can eventually exert influence further 

up the supply chain. 

The full Velconz Ltd Board will have two supplier appointees, 

two PGW appointees and an independent chair. Board 

members appointed to date are: Stuart Nattrass (supplier), 

Keith Neylon (supplier), Tony Cochrane (PGW), 

Conrad Wilkshire (PGW). 

The independent chair has yet to be appointed. 

PGW will match investment in Velconz Ltd on a $1 for $1 

basis, up to limits. The medium term objective is for Velconz to 

take over the pool operations on fair commercial terms. If this 

is not supported, there will be a move back to the status quo. 

Secretariat services to Velconz Ltd will be provided by PGW. 

Velconz Holdings Limited (VHL) 

This is the suppliers’ shareholding entity. There will 

initially be no call for capital, with shares issued this year 

in proportion to volumes supplied. The purpose is to keep 

barriers to entry low for suppliers. 

The only decision suppliers need to make this year is 

whether or not they support the initiative. VHL’s structure 

is being kept simple until there has been more time for 

suppliers to articulate their wishes for the new entity (by 

supplying or not supplying). 

VHL has a three-person board, to be appointed by direct 

votes, weighted by volumes supplied. The board members 

will appoint supplier directors to the Velconz Ltd Board, 

monitor the performance of Velconz Ltd and provide a share 

registry service. It is essentially responsible for matters 

‘inside the farm gate’. Inaugural VHL board members are: Ian 

Scott (Chairman), Bill Taylor and Grant Cochrane. 

If there is a future call for capital from shareholders, a 

prospectus will be issued. It is likely that any call for capital 

would be based on volumes, possibly in the $5-$10/kg range 

based over five years and partly paid over time. There will be 

reasonable provision for shareholders to withdraw capital but 

there will be some provision for risk. 

Road buyers who supply through Velconz Ltd will have the 

same shareholding rights and opportunities as producers who 

supply Velconz directly. 

For further information: 

Ian Scott 07 833 1382 or 0274 732 657 

Bill Taylor 03 236 0940 or 0274 347 886 

Grant Cochrane 03 415 8885 or 0272 234 053 

Tony Cochrane 027 591 8438 

Rumpole revived 

After going MIA in 2006, the Rumpole Cup, awarded for the best 

newsletter by an NZDFA Branch or Affiliated Society, has been 

resurrected. This year seven Branches contested the award. 

Judge was Jackie Bedford, editor of The Deer Farmer. 

Winner of the 2007 Rumpole Cup was the NZDFA’s “newest” 

Branch, Central Regions. Editor is Andy Jarden, Wanganui. 

Southland and Hawke’s Bay Branches were highly commended 

for their entries. 

Jackie said a good newsletter should be anchored by a strong 

opinion piece from the Chairman. She was impressed by some of 

the contributing columnists such as vet Andrew Roe, and praised 

the passion shown by the writers in many of the newsletters. 

The Rumpole Cup was first presented in 2000, when the 

winner was the Coastal Bay of Plenty Branch. The Award was 

inaugurated by deer farmer and QC, Colin Perrior. 

36 



Johne’s disease herd status 

classification scheme 

A revamped and simplified scheme has been presented to DFA 

Branch Chairmen for comment, and also has been circulated 

through deer science groups, agents and the Johne’s Research 

Group for comment (see JRG article, page 53). 

The voluntary scheme (to be updated in February 2008 in 

Deer Industry News as part of a Johne’s disease update series) 

is currently based on the Paralisa test, which detects the 

Mycobacterium paratuberculosis bacteria. As the data from Johne’s 

Management Ltd (JML) becomes available to farmers, they will 

also be able to add value to the classifications (based on risk 

assessment) and also track progress of farms that undertake a 

testing regime. 

Further details of herd history, prevalence and risk are also gained 

from other tests and indicators of clinical Johne’s disease. These 

are the indicators of Johne’s disease status that people should be 

asking about when buying stock: 

• post-mortem and on-farm clinical diagnosis 

• history of testing for subclinical disease 

• losses from scouring and sudden weight loss 

• age and class of animal losses 

• in-plant history of Johne’s disease lesion detection (JML 

results) 

• lesion culture results from detained Tb reaction animals 

slaughtered 

• high Tb reactor rates and results 

• co-grazing history (particularly young dairy and beef 

cattle). 

New Venison Marketing 

Manager for PPCS 

Karl Buchanan has 

been appointed 

as PPCS Venison 

Marketing Manager, 

replacing Michael 

Smith. Karl has 

over a decade 

of experience in 

meat marketing at 

PPCS, undertaking 

a variety of roles, 

mainly in lamb 

marketing. He also 

worked for the 

company in the 

United Kingdom 

for two years, 

based at the PPCS 

Brooks plant in 

Norwich, working 

with foodservice, 

wholesale and retail customers. In recent years, he has dealt 

with the company’s lamb business in the UK, Scandinavia 

and France, with extensive experience in European markets. 

Outside work, Karl is a keen mountain biker, and currently 

studying MBA papers part-time at the University of Otago. 

21st Annual Sale - Elite Red Deer 

Saturday 12th January 2008, 6.30pm on property, Balfour, Southland 

Champion 

Open 

Section 

2002 

Maximus @ 6 years 

Armani @ 8 years 

• Approx 30 Elite Red Sire Stags - 3 year old - cutting up to 7.40kg SA2 velvet 

• Approx 4 Commercial Stags - 3 year old 

- Sons of Branko (pure Yugoslavian) 

- Selected for velvet, growth and temperament 

- Velvet will be displayed on sale day 

Progeny of the following Stags 

• Maximus - 8.38kg SA2 @ 5 years, Champion Open Section 2002 

• Armani - 8.66kgs @ 6 years (son of Squire) 

• Argus - 8.38kg SA2 @ 5 years (son of Maximus) 

• Banks - 423 SCI @ 4 years, son of Raroa Horsham 

• Major Peel - (Peel Forest) 11.60kg SA2 

Offering will also include 

- Approximately 60, 13 month recorded red hinds (daughters of 

Maximus, Armani, Argus) 

- Approximately 60, 2 year old velvet stags (2.30kg minimum velvet weight) 

Semen 

• Bonhomme - 3 year old Maximus son - 7.70kg SA2 velvet @ 3 years 

• Marley - 3 year old Banks son - 8.44kg SA2 velvet @ 3 years 

Enquiries Welcome 

David Stevens 

Ph/Fax 03-201 6330 

Mobile 0274-331 383 

netherdale@xtra.co.nz 

www.netherdaledeerfarm.freeservers.com 

Brian Duggan 

PGG Wrightsons 

Ph/Fax 03-248 7760 

Mobile 0274-324 212 

Graham Kinsman 

PGG Wrightsons 

Mobile 0274-223 154 

or 

Brian Newell 027 595 6448 

Craig North 027 241 4179 

Ron Schroeder 027 432 1299 

Max Bensemann 027 432 2617 

Glen Hopkinson 027 591 8421 

QA & Tb Accredited 



Focus Farm programmes taking shape 

Making the DIFFerence, the DINZ-funded Deer Industry Focus Farm project, has at last moved from planning into concrete 

working projects. Introductory community open days have now been held on three properties during late October and 

November, while the facilitator and community group seek to finalise a fourth Focus Farm in Canterbury. 

This new Focus Farms programme complements the ongoing 

Otago and Southland Sustainable Farming Fund-funded 

initiatives which are now in their final 6-8 months. All 

information from the open days will be collated and posted 

on the DINZ website as a permanent record, and is available 

on request from the DINZ office (call Natalie Fraser at 04 471 

6110 or email natalie.fraser@deernz.org) 

There has been a great response from farmers in each of 

the regions, with a rapid uptake of discussion on property 

programmes and where the focus of the productivity strategy 

– more calves heavier and earlier – fits with each farm. 

Each of the projects has fitted neatly into the Foundation 

for Research, Science and Technology programme (growing 

sustainable venison production systems). All steering groups 

are supported through the contribution of AgResearch 

Scientist David Stevens, the DINZ Producer Manager Tony 

Pearse and a core of committed NZDFA Branch members and 

interested farmers. 

Northern Region: Dave Dewar and 

Kay Garland, Upper Atiamuri, South 

Waikato 

Facilitators: Mark Macintosh (Ag First), Robin Hopkirk (Animal 

Health Services, Rotorua); Community Group Chairman: Andy 

Mitchell 

The opening Northern Regions field day was attended by 

about 50 farmers covering all the five Northern NZDFA 

branches supporting the project, Environment Waikato and 

AgResearch representatives. The property has been profiled 

in depth in The Deer Farmer (2007 Annual) and was featured 

in presenting the Focus Farm concept to the Environment 

Waikato Drystock Liaison Group. 

This 169-hectare property (155 hectares deer fenced) breeds 

and finishes crossbred deer, and complements Dave Dewar’s 

full time working life at Kinleith. Its 2000 deer stock units 

are mainly bought-in weaners for finishing, primarily for one 

season with some carry over and the flexibility to stock up in 

winter and early spring. 

Richard Hilson (third from right), facilitator for the Central Regions Focus Farm, leads discussion during a technical group familiarisation tour 

of The Steyning, during October. The group is looking at the revamp and upgrading of the self feeding silage pad system. Photo: Tony Pearse 

38 



A special satellite-style riparian management field day was 

held on 16 November at the nearby Rodway Park, where a 

substantial wetland conservation project has been completed. 

(See separate article in this issue of Deer Industry News.) 

That event also allowed Fish and Game New Zealand to 

recognise the 2006 New Zealand Deer Industry Riparian 

Management Award winner (John Carter) and feature how 

constructive relationships between regional councils and 

other bodies can be managed as a source of advice and 

support funding. This will include developing a resource and 

farm mapping project from Environment Waikato for the 

Dewar property. 

The project has also held a technical planning session 

following feedback from the introductory field day and for 

the community group to suggest some on-farm productivity 

improvement areas on the primary property. 

Dave will target: 

• improving an already high 90 percent calving 

performance 

• parasitism 

• strategic cropping 

• improvement of feed quality. 

There are two facilitators with this project: the project 

overseer (Mark McIntosh) and the specialist deer veterinarian 

(Robin Hopkirk), who will lead discussion on deer health 

programmes, and identify areas for management change and 

efficiencies. 

Central Regions: Tim Aitken and 

Lucy Robertshawe, The Steyning, 

Central Hawke’s Bay 

Facilitator: Richard Hilson; Chairman, Community Group, Mike 

Holdaway 

A comprehensive technical working group farm 

familiarisation tour and discussion was held in mid October, 

followed by a community group strategy planning session. 

The Steyning is currently developing a summer autumn 

forage crop programme based on advice from Massey/ 

AgResearch and the commercial seed industry. The property 

also features a self-feeding silage pit system that is new for 

the area. The system faced drainage and utilisation issues 

in the first season, but these have been addressed. Hawke’s 

Bay Regional Council has committed staff to the community 

group and will focus on water quality and over-wintering 

programmes. The first on-farm public day being is planned 

for February 2008. 

Overall 316-hectare property is summer safe, but winter 

wet. It is a breeding and finishing unit, integrated with 

bull beef production. Management has concentrated on 

sustainable deer farming and is featured as an example of 

an environmental management system (EMS) in the Deer 

Farmers’ Landcare Manual. Venison production also features 

as part of the CERCO Firstlight group. 

Tim wants to develop more emphasis on cropping and 

quality silage conservation, timing of finishing and lifting 

weaning performance from the current mid 80 percent 

levels to 90 percent plus. The technical group has identified 

production, animal health and genetic options to consider in 

an early part of the programme. 

Canterbury: Focus farm be 

confirmed. 

Facilitator: Peter Bradley, (Macfarlane Rural Business); 

Community Group Chairman: Mark Shadbolt 

This region has not been able to confirm the central 

Focus Farm as yet, but has had some excellent interest 

and response. The facilitator and community group have 

identified further possible candidate farms, with a view 

to being ready to go in March 2008. It is proposed that 

an intensive dryland unit in North Canterbury will act a 

specialist satellite farm featuring a well-planned approach to 

a breeding management in a dry climate. 

South Canterbury: Ross and 

Sally Stevens, Whiterock Station, 

Rangitata Gorge 

Facilitator: Nicky Hyslop, (Macfarlane Rural Business); Community 

Group Chairman: John Acland 

The 1300 hectare Whiterock Station is an extensive hill 

country property which features above-average performance 

but faces climatic challenges. It runs sheep and cattle and is 

a breeding (1000 hinds) and finishing unit. Record-keeping 

and monitoring are well advanced, and the property is well 

known to the facilitation group. Its transformation from a 

store stock to a breeding and finishing unit has allowed some 

specialist cropping. Hill country development was keenly 

discussed after the introductory field day. Options considered 

included spraying and oversowing to increase stocking rates 

(pioneered at the neighbouring Mt Peel Station), strategic 

use of nitrogen in hill country, and the balance of sheep and 

cattle on the property. The Stevenses’ immediate goals are: 

• maximise added value to yearling venison deer 

(genetics, reproductive success, timing) 

• plan and implement hill country development 

• review best use of the resources of land area, stock type 

and stock policies to allow the best fit of resources, 

capability and earning potential 

• investigate adding a finishing property to business. 

• build a feed buffer to better cope with difficult winters 

and summers (cropping, pasture development) 

An introductory field day was held on 20 November and 

attracted 100 attendees. It was a truly spectacular day out, 

attracting interest, commentary and a raft of suggestions for 

coping with the climatic challenges. 

As a focus farm, this property will be balanced by an 

intensive high-performance breeding and finishing property 

on the Ashburton plains that also features an advanced 

Johne’s disease control programme. 

• We will be carrying regular updates on the Focus Farm 

programme in Deer Industry News. For further information 

on the programme contact: 

• Tony Pearse, Producer Manager, Deer Industry New Zealand, 

phone 021 719 038, email tony.pearse@deernz.org 

Background photo: Visitors at an introductory field day at Whiterock Station make their way across the farm. Photo: Tony Pearse 



Stagline-online: Members only! 

While each issue of Deer Industry News is packed with useful information, there’s always plenty going on between 

mailouts. Now paid-up members of NZDFA can receive more timely and regular information from their association 

through a new monthly electronic newsletter: Stagline – online. 

Launched in October, three issues have already been sent out. The newsletter brings 

the latest from the Executive Committee and Producer Manager, news about Branch 

activities, AHB news, progress reports on NZDFA Remits, events calendars and much 

more. 

NZDFA Executive Committee Chairman Bill Taylor says the newlsetter is another way to 

provide a tangible benefit to those who support NZDFA through direct membership. 

Compiled by DINZ Marketing and Communication Assistant, Natalie Fraser, the newsletter 

is tailored for different regions, with a focus on local events. Producer Manager Tony 

Pearse says all Branches are encouraged to share their news with those outside their 

boundaries through the new electronic newsletter. 

“Stagline – online will never replace Branch newsletters, but it will help fill an important 

information gap,” says Tony. “We welcome feedback on the newsletter, and urge NZDFA 

members to give us their up-to-date email addresses so we can ensure they receive it. 

Many farmers have changed service providers recently, and quite a few of the emails 

from the first edition of Stagline – online bounced.” 

The newsletter is being kept deliberately simple and uncluttered so that those on dialup 

and slow internet connections won’t have to endure snail’s-pace download times. 

Stagline – online will be joined in cyberspace next year by Market Report, which DINZ 

intends to transfer to an electronic platform. (Unlike Stagline – online, however, Market 

Report will be sent to all those on the industry list with an email address, not just NZDFA 

members.) 

Deer farmers wishing to join NZDFA and get on the distribution list for Stagline – online 

should contact their local Branch secretary. A list of Branch contacts can be found on 

www.deernz.org/n163.html 

Deer decline continues in 

Hawke’s Bay 

A combination of drought, poor returns and 

competing land use has continued to force people 

out of deer farming in Hawke’s Bay. 

At the October Branch Chairmen’s meeting, 

Hawke’s Bay DFA Chairman Mike McCormick 

presented figures compiled by veterinarian and 

deer farmer Richard Hilson from Central Hawke’s 

Bay. They made depressing reading. In the four 

years since 2003 the number of herds in the area 

has dropped from 73 to 47. The total number of 

hinds declined from 25,589 to 13,360 over the 

same period. 

This year’s scanning figures for the area provided 

no consolation, with the effects of Hawke’s Bay’s 

drought clearly seen. 

Of 6711 mixed age hinds scanned, 1,279 (19%) 

were dry. For the 3,441 R2 hinds scanned the 

reading was even bleaker, with 1,120 (33%) 

showing up dry. 

Mike said deer farmers throughout the East Coast 

drought area, right up to Gisborne, had been 

suffering similar problems. 

Stag and yearling hind sale at Fraser Road, 

Ashburton on Wednesday 6:30 PM, 9 January 2008. 

Contact: 

Mac Bryant (03) 574 2249 

Canvastown, Blenheim 

David Bryant (03) 302 5989 

Fraser Road, Ashburton 

PGG Wrightson agents 

Most of the stags are 3 years and a few at 2 years. 

Son of Lewis sold to Alf Kinzett at Murchison and 

cut 10.7kg of velvet this year. 

The stags for sale are by Awesome, Mr. Peel, 

Kane, Lewis, Adonis, Midmar Sovereign, Motsumi DG, 

Tyson, Austin, Charlie Mac, Hotspur and Clive. 

The hinds for sale are by Charlie Mac, 

Sampson, Harry, Lewis, 

Alby (34 points; 

8.5kg HA at 

2 years; 11.3kg 

at 3 years) and 

Kane & Tyson. 

TROPHY STAGS 

CHARLIE MAC 522 SCI 

SCORE 20.6 KG HA 

ALBY 2YRS: CLIVE X HARVEY 

HIND. 34 POINTS 8.5 KG HA 

SPIKER 

BY JAMIESON 

THIS STAG X 077 HAS 

SINCE PRODUCED TWO VERY BIG 

SPIKERS. ONE CUT 3KG SA, THE 

OTHER HAD 18 POINTS. 

SAMSON WHEN GROWN 

OUT 544 SCI SCORE 

This sale in January, we 

are able to offer the 

best animals we can 

produce. We have 

been building up our 

hind base over the last 

few years and 

trying different 

combinations. 

We offer these animals for sale full of 

confidence that they will carry on and 

produce the best for their new owners. All 

animals are out of our best proven hinds. 

All animals are DNA tested. 

SH0016911 

40 

0016911.indd 1 

12/3/07 2:28:42 PM 



Strong NZDFA backing for Velconz 

Bill Taylor isn’t just advising others to support Velconz – he’s putting his money where his mouth is and selling all his 

2007/08 season’s velvet production through PGG Wrightson to show his support for the new entity. 

When he spoke to Deer Industry News in mid November, the NZDFA 

Executive Committee Chairman and inaugural director of Velconz 

Holdings Ltd said it was still too early to draw any firm conclusions 

about farmer support for Velconz, but the indications were 

promising. 

Although the first pool of Korean-grade velvet reached $20-$30 

more than at the same time last year, giving cause for initial 

optimism in the face of the high dollar and volumes in the market, 

prices had softened considerably by the time we went to press. 

Industry loses battler 

Dick Valentine, stalwart of the Fallow Deer Society and longtime 

battler on behalf of the ‘little guys’ of the industry, passed 

away on 25 November after his own battle with the cancer which 

had flared up again 12 months ago. 

A remembrance service for Dick was held on 30 November in the 

local Awakaponga Hall in Dick’s Whakatane neighbourhood. We 

will acknowledge Dick’s contribution to the Fallow breed and 

NZDFA in the next issue. 

Both the DFA and DINZ extend their deepest sympathy and 

condolences to Enid and family. Messages can be sent to the 

Valentine Family, RD4, Manawahe Road, Whakatane. 

“Our industry couldn’t keep sitting back and doing nothing,” 

Bill said. “There is no way velvet producers can endure another 

downturn like the two we’ve had in the past 10 years. Velvet 

production at $40-$50 per kg just isn’t viable, and there are much 

more attractive alternative land uses if velvet won’t pay.” 

He invoked the crossbred wool industry as an example of what can 

happen to a weak seller. “Lines are getting passed in at $2.60/kg. 

Not too many years ago they were getting $5.” 

Providing a stable base of suppliers will encourage more buyer 

commitment, Bill suggested. He believes that DINZ’s involvement in 

the genesis of Velconz was totally appropriate and in line with their 

strategy of supporting industry-good activities. 

“No-one can question the value of DINZ’s investment in getting 

this initiative started and it’s important the new initiative isn’t 

hampered by lack of resources before the cashflow starts, and DINZ 

can pragmatically assist in getting it started.” 

Bill said initial funding, by way of a loan, covered activities such as 

the consultation roadshows and drawing up of a constitution and 

rules. DINZ’s financial involvement in the new entity is minimal. 

“Deer farmers shouldn’t worry about their industry organisation 

funding a commercial venture. That’s simply not the case.” 

gloriavale deer park 

~ Littledale Deer Park ~ 

Elite Sire Stag Sale 

Insignis Park, Christchurch, 1:30 pm Thursday 17 th January 2008 

BBQ lunch & Drinks provided before sale at 12 noon 

Offering approx 60 stags and 20 yearling hinds bred from the country’s leading sires 

WIN 2 Mystery Stags 

- ABSOLUTELY FREE - 

2 pre-determined 

stags to be given away 

absolutely free to the 

highest bidder on that 

stag. Lucky winners 

announced at end of sale. 

Featuring sons of AUSTIN, KINGSTON, TITAN, HOTSHOT, TAMAR, KANE, CPDG, MCLEOD, TAYLOR 

TITAN (Son of Taylor) 

Shown at 6 yrs, 17.2 kg HA, 410 SCI 

10.5 kg SA Velvet at 7 yrs 

KINGSTON (Son of Hotspur) 

Shown at 4 yrs, 531 SCI 

10.8 kg HA at 3 yrs 

TYLER (31 pt spiker) 

(Son of Taylor x Clive dam) 

Stag Walk - Thursday, 20th Dec 

Mark or Jonathan Christian: 

Ph: 03 738 0224 Fax: 03 738 0212 

Gloriavale Deer Park, Private Bag 611, Greymouth 7840 

Email: deerfarm@gloriavale.co.nz 

or your local PGG/Wrightson Agents 

Mike Dempsey: 

Mobile: 027 351 0879 

Ph: 03 318 6560, Fax: 03 318 6501 

Downs Road, Glenroy Rd 2, Darfield 

Email: demps@farmside.co.nz 

LITTLEDALE 

Deer Park 

Breeders of leading English Red Deer 



National velvet competition stays anchored in South 

First we’ve had Christchurch swiping the Ellerslie Flower Show from Auckland. Now could we have an even more 

venerable institution – the National Velvet and Trophy Antler Competition – being shifted from its Southland base? 

Not likely. 

Central Regions DFA Chairman Wilton Turner floated the 

idea at the NZDFA Branch Chairmen’s meeting in October, 

prompting a constructive discussion on the pros and cons of 

shifting the competition around the country. 

Far from being jaded after 25 years hosting the competition, 

the Southland Branch made it clear they have well-oiled 

machinery in place, and they are keen to continue hosting 

the awards into the foreseeable future. It was noted that 

shifting the competition to another centre could create 

logistical problems for southerners who generally have to cut 

their velvet later. 

David Stevens said it is already a struggle to get three-yearold 

heads to the nationals on time, and if the competition 

moved north, a separate South Island competition would 

probably have to be held. 

And with nearly twothirds 

of all velvet 

produced in the South 

Island, 20 percent 

in Southland alone, 

National Velvet 

Competition 2005: 

staying put in Southland 

for now. 

Invercargill still remains a natural home for the competition, 

it was argued. 

One of the key motivators for shifting the competition site 

around the country was that it would show a wider range of 

people the industry’s top velvet and trophy antler. 

There was general agreement that technology such as DVDs 

or the internet could help bridge this gap, showing the 

products off to those who can’t make the trip south. It was 

also suggested the top heads could also be exhibited at other 

velvet competitions, although some top studs like to keep 

their heads handy to show at their sire sales, so not all may 

be available to tour. 

Andy Mitchell (Rotorua) said the two-year-old competition 

had recently been rejuvenated, and it made sense to share 

ideas around and standardise the way competitions are run. 

There was general agreement that the Southland Branch 

would welcome interest, ideas and assistance from North 

Islanders or others in the South, but in the meantime the 

Branch was happy to keep hosting the competition. 

Executive Committee member Sharon Love 

(info@tradedeer.co.nz) has taken responsibility for 

coordinating any further dialogue on the issue and welcomes 

feedback from deer farmers. 

Find the 

perfect 

stag @ 

More than 170 individual animal profiles with detailed photos and current information giving you the best 

genetics on offer this season from; 

Tower Farms Foveran Deer Park Stanfield’s Bushey Park Black Forest Park Peel Forest Estate 

Sarnia Deer Love Red Deer Pampas Heights Pelorus Deer Stud Raroa Red Deer 

Rockvale Deer Arawata Pure Reds Deer Genetics NZ Netherdale Red Deer Gloriavale Deer 

Mayfield Elk Farm West Bush Deer Stud Rothesay Deer Unfehlbar English Red Deer 

Canterbury Imported Red Deer 

Xcell Breeding Services Bob Dunn Livestock PGG Wrightson Elders 

Rotorua Deer Transport and those listed since 6th December 2007 

For the opportunity to join those already listed with us: 

Contact Sharon or Rebecca Phone: (07) 332 5892 Mobiles: Sharon(027) 486 4341 Rebecca (021) 146 7383 

Email: tradedeer@xtra.co.nz 

Website:www.tradedeer.co.nz 


esearch 

VARNZ research update 

NZDFA Branch Chairmen received an update at their October meeting on the research programme of Velvet Antler 

Research New Zealand (VARNZ). The presentation by VARNZ Chairman Dr William Rolleston outlined current work on 

RepaiRx (wound healing product), velvet removal and the effect of velvet on pre-existing cancer. 

Looking at the unique ability of deer to regenerate tissue 

each year, William noted that scientific knowledge of this 

process can then be applied to help increase velvet sales, add 

value, create new opportunities and overcome challenges for 

velvet and velvet products. 

Reviewing work carried out to date, he updated Chairmen on 

recent small animal efficacy trials. While we can’t publish the 

detail we can tell you there were promising results in reduced 

scarring and time to heal. 

William said there were three options for product 

development: 

• a pharmaceutical product – this required considerable 

work and expense to justify any therapeutic claim 

• a natural product – the bar is lower in terms of research 

backing, but ability to make therapeutic claims is 

limited 

• abandon the product. 

He said most animal welfare-related projects were now 

completed or nearing completion, with work still continuing 

on the ability of NaturO rings to provide analgesia. He 

reiterated the essential nature of this work to demonstrate 

the industry has sound animal welfare practices in order to 

ensure velvet can continue to be removed. 

Work was also continuing into the possible effects of velvet 

on the growth of pre-existing tumours. 

Future research possibilities identified by VARNZ involve 

some of the most exciting areas of the biological sciences. 

William said studies of antler renewal would involve stem 

cell science and the early stages of antler development. 

Regenerative medicine is a potentially ‘hot’ area. Studies 

could provide insights that may potentially contribute to 

human regenerative medicine, potentially leading to the 

re-growth of spinal cords, cartilage, skin and maybe even 

whole limbs. 

New product research will continue to explore velvet efficacy 

for human athletic performance as well as for animals 

as a pet supplement. Other possibilities include velvet 

components in anti-ageing products and cosmetics. Work will 

also continue into uses for the bottom tyne and co-products 

(tails, blood, etc). 

In addition to developing breakthrough velvet-based 

products, William reminded Chairmen that research is also 

needed to protect and enhance the markets we already have. 

To this end, there will be further work to support animal 

welfare claims for velvet removal procedures as required and 

safety trials for toxicity in co-products. 

Market access work will encompass a velvet quality measure 

programme and velvet grading, as well as country of origin 

labelling and identification through isotopic signatures (see 

Deer Industry News October 2007, page 10 for more on this). 

Functional food registration in South Korea has also been 

identified as a future work area. 

In conclusion, William said VARNZ is developing a new 

strategy that features a balanced portfolio of high- and lowrisk 

research. 

In order to keep up the momentum, William said it was 

essential that VARNZ received input from the deer industry 

and in addition to the meeting with Branch Chairmen, 

VARNZ is exploring other ways to receive ideas and input 

from the industry. 

What is VARNZ? 

Velvet Antler Research New Zealand (VARNZ) is a 50:50 

partnership between AgResearch and DINZ via Group Research 

Holdings (GRH). Funding is provided through the Foundation for 

Research, Science and Technology via AgResearch (historically 

about $1.5 – $1.8 million per annum) and the deer industry 

through the Game Industry Research Trust (typically about 

$350,000 – $400,000 per annum). 

Established in 1994, VARNZ and GRH signed a new Deed of 

Participation in 2005. Under this deed, VARNZ is required to: 

• undertake/commission research and development of 

velvet and deer co-products aimed at being of benefit to 

the deer industry 

• consult with the deer industry to identify research 

relevant to its needs 

• develop and protect intellectual property and new 

technologies in the interests of the deer industry. 

A 2002 review of VARNZ activities concluded that the direction 

of research was clear, management of farmed-deer and velvetquality 

work was necessary, and that more emphasis was needed 

on the health-enhancing/therapeutic effects of velvet. The 

review estimated that the net benefit of velvet research was $11 

million. 

In support of the 2005-2010 industry strategy for velvet and 

co-products, VARNZ work is focused on: 

• reducing dependence on the Korean market 

• supporting development of new products and markets 

• leveraging science funding to create new intellectual 

property 

• ensuring the industry can continue to remove velvet. 

Hand Reared Fallow Hind Fawns 

(two to four fawns required) 

Contact: Mark Paterson 

Rainbow Springs Ltd, Rotorua 

Phone: 07 350 0440 ext. 710 

Email: mark.paterson@rainbowsprings.co.nz 

44 


esearch 

ANNUAL REPORT 

FOR THE YEAR 

ENDED 

30 SEPTEMBER 2007 

CHAIRMAN’S 

REPORT 

Dr William Rolleston, Chairman, 

Velvet Antler Research 

New Zealand Ltd 

Velvet Antler Research New Zealand Ltd Objectives and Achievements 

Velvet Antler Research New Zealand Ltd (VARNZ) was established in 1994 to undertake 

research on deer velvet and co-products in order to advance the production, processing and 

ultimately the promotion, sale and distribution of deer products. 

In order to achieve this purpose VARNZ has a range of functions including: 

• Commission and fund research and development in respect of deer velvet antler and deer 

co-products aimed ultimately at being of benefit to the deer industry; 

• Consult with the deer industry and the scientific community to identify the content of 

research programmes relevant to the needs of the New Zealand deer industry; 

• Identify, develop, protect, transfer, license or otherwise commercially exploit Intellectual 

Property and new technologies, products and services in the interests of the New Zealand 

deer industry; 

• Control and manage the outputs of such work for the benefit of the New Zealand deer 

industry. 

I am pleased to report the following achievements against these objectives: 

• VARNZ has identified that a number of issues confronting the industry several years ago 

are now close to resolution in terms of required research. This will enable VARNZ to seek 

out more pro-active research opportunities that seek to add value to the deer and velvet 

industry. VARNZ is in the process of formulating a research strategy that will reflect the 

information needs for the velvet and co-products strategy. This work was started in 

2006/07 and will be completed in 2007/08. 

• Patents for the Low Molecular Weight Extract (RepaiRx) have been granted in New 

Zealand and national phase patent applications have been filed in a number of other 

territories including China, Korea, Europe and the USA. 

• New areas of research emerged over the course of 2006/07 and will continue into 

2007/08. Co-product research has been initiated at the request of the Velvet Processors 

Association (VPA). With the proposed Therapeutic Products and Medicines Bill in 

abeyance there is less urgency, but the research remains relevant and fills a knowledge 

gap of some importance to the VPA. Determining country of origin for velvet products 

has become a pressing issue and enquiries into techniques have led to a pilot trial on 

isotopic signature of New Zealand grown velvet being scheduled for 2007/08. A business 

plan for the use and application of a velvet quality measure is being developed to help 

provide velvet marketers assess and differentiate velvet products according to biological 

activity (a similar approach to the Manuka honey “Unique Manuka Factor”). 

However I must also acknowledge that VARNZ has also faced a significant challenge 

in 2006/07 with the loss of long-term FRST funding for the velvet research team at 

AgResearch, Invermay at the start of the 2007 calendar year. AgResearch internal capability 

retention funds have provided some level of assistance, but the 2007/08 year will present 

challenges for the team. If successful, the applications for new FRST funding will serve to 

maintain the core antler biology capability at Invermay, but the chemistry and some of the 

tissue culture capability will only be partially covered: Alternative sources of investment will 

be required in the longer term if these elements of velvet expertise are to be retained. 

Velvet removal issues, both welfare and food safety, remain a threat to the deer industry, 

although research results from 2006/07 and communications with regulatory bodies (New 

Zealand Food Safety Authority and National Animal Welfare Advisory Committee) are 

encouraging and suggest that these issues will be resolved in 2007/08. 

Acknowledgements 

I thank all of my fellow directors for their time, dedication and support in ensuring VARNZ 

continues to deliver its objectives for the industry’s benefit. 


esearch 

ANNUAL REPORT 

FOR THE YEAR ENDED 30 SEPTEMBER 2007 

RESEARCH IN 2006/07 

In the 2006/07 year, a research investment of $304,131 was 

funded by VARNZ from the Game Industry Research Trust. 

Nine projects were undertaken in 2006/07 with three being 

completed (in italics): 

Research Areas and 

Duration 

Notes and Key Findings 

Projects 

Area: Welfare and Velvet Removal 

2006-01: Tourniquet methods 2005/06 – 2007/08 • Approx 2 kg of force is sufficient to 

restrict arterial blood flow. 

• Prototype device has been developed 

and undergoing field testing. 

2007-01a: NaturO TM ring use 

for spiker deer (Massey) 

2007-01b: NaturO TM ring use 

for spiker deer (Lincoln) 

Area: New Products 

Obj 1: Development of RepaiRx 

Rat trial (Biomatech) 

Pig trial (Innovotech) 

2006/07 – 2007/08 • NaturO ring reduces or eliminates 

detectable responses suggestive of 

noxious sensation; no significant 

difference between NaturO rings and 

lignocaine (ring block). 

• Supports hypothesis that NaturO rings 

prevent pain signalling by compression 

and lack of blood on nerve conduction. 

2006/07 – 2007/08 • Level of analgesia achieved by a 

NaturO ring was indistinguishable from 

that achieved by lignocaine ring block. 

• Time to achieve analgesia was longer 

for NaturO ring (24 mins) than for 

lignocaine ring block (3.5 mins). 

2006/07 

2006/07 

• No statistical difference between 

treatments observed. 

• RepaiRx was 15 % better (wound 

healing time) than the standard 

commercial wound healing product. 

VARNZ IP costs 2006/07 • Patents protecting RepaiRx. 

BioCatalyst Consultancy 

(RepaiRx Management) 

2005-01: Chloroprocaine 

stability 

Area: Other (Safety) 

2006/07 – 2007/08 • External expertise for 

commercialisation of RepaiRx. 

2004/05 – 2006/07 • Shelf life of chloroprocaine 

determined. 

2007-03: Tumour re-trial 2006/07 – 2007/08 • Trial ongoing. 

2007-04: Co-product toxicity 

review 

2006/07 – 2007/08 • Review of blood products, sinews, 

pizzles, tails for processing, composition 

and usage. 

CURRENT YEAR’S PROGRAMME – 2007/08 

Funding for 2007/08 totals $400,000 and accounts for ten 

projects. This year sees the conclusion of a number of food 

safety and animal welfare projects representing a significant 

allocation of the 2007/08 budget (38%): 

• 2007-01a: NaturO TM ring use for spiker deer (Massey) 

• 2007-01b: NaturO TM ring use for spiker deer (Lincoln) 

• 2008-01: Bioethical analysis of deer life cycle 

• 2007-03: Tumour re-trial 

VARNZ has also committed to pursue commercialisation 

options for RepaiRx, noting that the animal trials showed a 

significant positive response in one (pigs) but an equivocal 

result in the other (rats). A range of pharmaceutical companies 

will be approached to gauge interest. 

Funding allocations and duration of projects are shown below: 

Research Areas and Projects 

Area: Welfare and Velvet Removal 

2007-01a: NaturO TM ring use for spiker deer (Massey) 

2007-01b: NaturO TM ring use for spiker deer (Lincoln) 

Status 

(Duration) 

Underway 

(ends 30/05/2008) 

Underway 

(ends 30/05/2008) 

Budgeted 

Funds 

$61,000 

$15,000 

2008-01: Bioethical analysis of deer life cycle Underway 

$19,000 

(ends 30/05/2008) 

Area: New Products 

Obj 1: Development of RepaiRx 

Ongoing 

$129,000 

(ends 30/09/2008) 

IP costs 

Ongoing 

$25,000 

(ends 30/09/2008) 

2007-02: Companion animal supplements Pending 

$35,000 

(ends 30/09/2008) 

Area: Other 

2007-03: Tumour re-trial Ongoing 

$56,000 

(ends 30/06/2008) 

2008-02: Iso-trace pilot trial Underway 

$25,000 

(ends 30/04/2008) 

2008-03: Co-product review (tails) Pending 

$10,000 

(ends 30/09/2008) 

2008-04: Velvet grading review Pending 

$5,000 

(ends 30/04/2008) 

Area: Administration 

Directors’ expenses 15,000 

DINZ support expenses 5,000 

Total 2007/08 budget $400,000 

46 


esearch 

DIRECTORS 

As at 30 September 2007 the Board of VARNZ Ltd. comprised: 

An independent Chairperson appointed by the 

shareholding directors 

• William Rolleston; Director and owner of South Pacific 

Sera Ltd.; Director of Aoraki Development Trust; Director of 

SPS Biomedia Ltd.; Member of the Life Sciences Network; 

Member of the Transmissible Spongiform Encephalopathy 

Liaison Committee; wr@southpacificsera.co.nz 

One director appointed by AgResearch 

• Jimmy Suttie; Science & Technology General Manager – 

Agriculture and the Environment, AgResearch; Director of 

Grasslanz Technologies; Member of the Sheep Genomics 

Project Consultative Committee; Member of the Possum OBI 

Biocontrol Governance Board; james.suttie@agresearch.co.nz 

One director appointed by Deer Industry New Zealand 

• Mark O’Connor; CEO, Deer Industry New Zealand, Director 

of Cervena Company Ltd.; Director of DEEResearch Ltd.; 

Director of Group Research Holdings Ltd.; Director of 

DEEResearch Emissions Mitigation Company Ltd.; Director 

of DEEResearch Pastoral Genomics Company Ltd; Director 

of Johne’s Management Ltd.; Director of Johne’s Disease 

Research Consortium; Member of the Animal Health Board 

Representatives Committee; Member of the Animal Identity 

Traceability Governance Group; mark.oconnor@deernz.org 

One independent director appointed by the shareholding 

directors 

• Doug Wilson; Director of Neuren Pharmaceuticals; Director 

of Merinva Ltd.; Director of Te Wharetoa Health Services 

Ltd.; Director of BioPharma Consultants; 

jdoug.wilson@xtra.co.nz 

ACCOUNTS 

An extract from the financial statements of VARNZ Ltd. for 

the period to 30 September 2007 is set out below for general 

information purposes only. A full set of audited financial 

statements is available on request from info@deernz.org. 

Statement of Movements in Equity. Twelve Months ended 30 September 2007 

2007 2006 

$ $ 

Opening Equity - 89,082 

Net Surplus/Deficit After Taxation - (89,082) 

Total Recognised Gains and Losses - - 

Closing Equity - - 

Statement of Financial Performance. Twelve Months ended 30 September 2007 

2007 2006 

$ $ 

Research Income 

Group Research Holdings Limited - (34,738) 

Game Industry Research Trust 304,131 360,797 

AgResearch Limited 

FRST Funding 1,667,847 1,478,286 

Other Income 

Group Research Holdings Ltd 

44,025 20,501 

Administration Funding 

AgResearch Administration Funding 43,441 20,501 

Interest Received 11 14 

Royalties 1,380 2,132 

Total Income 2,060,835 1,847,493 

Expenditure 

Research Expenditure GRH/RT AgResearch VARNZ VARNZ 

Tissue Metabolism - - - (29,193) 

Frozen & Heat-Dried Processing - - - (46,131) 

Chloroprocaine stability trial (2005-01) 15,000 - 15,000 (25,284) 

Bioassays (2005-08) - - - 230,000 

Tourniquet Methods (2006-01) 31,000 - 31,000 111,679 

Velvet Activity Index - - - 2,000 

Toxicity Trials (2006-03) - - - 30,000 

Preclinical development of RepairX - 

15,039 - 15,039 - 

Biomatech 

Preclinical development of RepairX - 

112,662 - 112,662 - 

Innovotech 

Spiker removal / NaturO ring (2007-01-a) 61,000 - 61,000 - 

NaturO ring (2007-01-b) 15,000 - 15,000 - 

Tumour Retrial (2007-03) 23,690 - 23,690 - 

Co product toxicity 8,000 - 8,000 - 

FRST Projects - 1,645,107 1,645,107 1,441,826 

Patent Costs (VARNZ-IP) 22,740 22,740 45,480 89,448 

Total Research Expenditure 304,131 1,667,847 1,971,978 1,804,345 

Administration Expenditure 

Audit Fees 1,803 1,802 3,605 3,815 

Directors' Fees and Expenses 14,058 14,058 28,116 30,036 

Consultancy 27,935 27,936 55,871 - 

Sundry Expenses 632 633 1,265 9,283 

Total Administration Expenditure 44,428 44,429 88,857 43,134 

Other Expenditure 

Write down of Patent costs & EST database - 89,096 

Total Other Expenditure - 89,096 

Total Expenditure 2,060,835 1,936,575 

Net Surplus/Deficit Before Taxation - (89,082) 

Taxation - - 

Net Surplus/Deficit After Taxation - (89,082) 


esearch 

ANNUAL REPORT 

FOR THE YEAR 

ENDED 

30 JUNE 2007 

CHAIRMAN’S 

REPORT 

Collier Isaacs, Chairman, 

DEEResearch Ltd 

DEEResearch Objectives and Achievements 

DEEResearch was incorporated in 2001 to: 

• co-ordinate and provide efficient management of industry-good research in the deer 

industry essentially in the production (on and near farm) area; 

• enable broad input into the establishment of research priorities and the direction of the 

industry’s research programme to ensure alignment with the industry’s short term needs 

and long term strategic goals; and 

• illustrate the deer industry’s commitment to research to leverage other funding sources, 

including government funding. 

I am pleased to report the following achievements against these objectives: 

• DEEResearch funds a broad programme of science which is in line with identified 

priorities and needs following consultation with industry participants. In particular a 

major achievement for DEEResearch this year has been its pivotal role in securing a longterm 

commitment (six year funding) from FRST for the industry-led programme “Growing 

Sustainable Venison Supply Systems” which will enable research to address a range of 

issues around on-farm productivity and sustainability that require both long-term research 

and more immediate technology transfer. This programme has been described in last 

year’s annual report (when it was at the proposal stage) and represents the industry’s 

biggest investment in scientific research, development and technology transfer in terms 

of funding level and duration. As a result while DEEResearch will form the core of a 

governance group for this industry-commercial-government funded programme, other 

key industry stakeholders will also be asked to be part of the group to better reflect the 

needs of industry. 

• DEEResearch consults widely on its annual work programme; work funded in 2007/08 

has been subject to review and input from the NZDFA productivity sub-committee, 

NZDFA Branch Chairmen, NZDFA Executive Committee, the Venison Processors Technical 

Committee and the Deer Industry New Zealand Board and Science Sub-Committee. 

DEEResearch wishes to thank all these groups and the research organisations who have 

all worked together to secure long-term funding commitment and stability from the 

government. 

• DEEResearch’s communication activities are an important way that DEEResearch engages 

with industry participants. Communication channels included the website www. 

deeresearch.org.nz, articles in Deer Notes and Deer Industry News, and presentations by 

researchers at various field days and conferences. 

• For the 2006/07 year, as well as the $1.57 million in FRST funding contributed from 

FRST via AgResearch for deer research projects within the DEEResearch programme, 

DEEResearch is involved in projects supported with more than $5 million in funding from 

other funding organisations and research providers. 

• Administration costs represent about 3% of DEEResearch’s total budget. These costs are 

kept to a minimum with administrative functions provided by DINZ. 

Acknowledgements 

I thank all of my fellow directors for their time, dedication and support in ensuring 

DEEResearch continues to deliver its objectives for the industry’s benefit. I would like to 

thank Graham Barrell for his contribution to DEEResearch and welcome Frank Griffin to the 

Board, who replaced Graham in May 2007, as the Tertiary Education Institute’s appointed 

director. 


esearch 

ANNUAL REPORT 

FOR THE YEAR ENDED 


RESEARCH IN 2006/07 

In the 2006/07 year, a research investment of $639,609 was funded by DEEResearch from the Game Industry 

Research Trust. A further $82,000 was provided by the Johne’s Research Group for project 4.02 Epidemiology 

of Johne’s disease. 

Sixteen projects were undertaken in 2006/07 with nine being completed (in italics): 

Research Goals and Projects Duration Notes and Key Findings 

Goal: New Technologies for Wealth Creation 

1.16 Pastoral genomics 2001/02 – 2011/12 Pan-pastoral industries consortium. http://www.pastoralgenomics.com/ 

Goal: Deer Health and Welfare 

4.02 Epidemiology of Johne’s 

disease 

2004/05 – 2007/08 • Observations of possibility that grazing with sheep may be “protective” (ovine strain of M. ptb may give 

resistance). 

• Cattle and irrigation are risk factors for young deer. 

6.03 Johne’s disease vaccination 2006/07 • Oil adjuvanted whole cell vaccines give some protection against clinical disease and reduce the severity 

of subclinical disease, but do not produce sterile immunity. They also cause interference with Tb testing. 

• Only vaccinate young deer that are destined to be sent for slaughter by 15 months of age and “works 

monitored” for Tb, rather than subjected to skin testing. 

6.04 Internal parasitism 2006/07 • Anthelmintic resistance is evident on both trial farms. Project will continue under the Venison Supply 

Systems project. 

Goal: Sustainable Production and the Environment 

1.03 Methane and nitrogen 

mitigation 

2001/02 – 2008/09 Pan-pastoral industries consortium. 

https://www.pggrc.co.nz/ 

4.04 Stream recovery 2004/05 – 2006/07 • Fencing-off significantly improves water quality for nitrogen, particulate and total phosphorus and 

suspended solids, but not for E. coli or dissolved reactive phosphorus. 

• Fencing-off and planting is an expensive exercise but may be cost-effective where there is a large 

catchment area relative to the receiving waterway. 

• A fenced-off/planted area for settling out contaminants will have a limited lifespan. 

4.06 OVERSEER® for deer 2004/05 – 2006/07 • Upgrade of OVERSEER® to be released in Dec 2007 and will include: 

• upgrades of deer databases 

• link DM intake module from InverDeer to OVERSEER® 

• P losses, N distribution, conversion of deer numbers to SU 

Goal: Productivity Gains 

4.10 Strategies to achieve early 

calving 

2004/05 – 2006/07 In progress – final report due December 2007 

5.04 What controls gestation 

length in first-calving hinds? 

6.01 The early-breeding gene 

hypothesis 

6.05 Breeding values for elk and 

wapiti 

6.06 Economic indices for deer 

selection 

Goal: Market Access and Development 

6.03 Pre-skinning interventions for 

“blown pack” control 

2005/06 – 2006/07 • Gestation length is influenced by conception date, for every 10 days of advancement in conception date 

there will still be 6-8 days advancement in calving date. 

• Yearling hinds exhibited shorter gestation lengths than adult hinds by 2.2 days. 

• From an on-farm management perspective there is only minimal scope to modify environmental 

conditions to advance calving dates. Genetic factors appear to be more likely to advance calving dates. 

2006/07 – 2007/08 • Conception date trait has a moderate to high heritability. Analyses have not separated out the influence 

of breed versus that of individual sire at this point, but indicate that there is substantial genetic variation 

in the trait. 

2006/07 • A separate module to analyse Elk/Wapiti growth data within DEERSelect has been written and 

implemented. 

2006/07 • Growth rate is important for early kill and terminal sire production systems. 

• Carcass composition, maternal reproduction ability and fawn survival are important in late kill 

production systems. 

• Indices will be added to DEERSelect after approval from the DEERSelect Committee. 

2006/07 • One commercial stock wash (out of four) was the only treatment that was more effective than water at 

reducing Clostridia spores from deer pelts. The reduction was most likely due to physical removal of the 

spores rather than killing spores. 

• A wash may have benefit when used in combination with other management measures (i.e. it is one step 

along a series of control measures that will incrementally reduce spore levels). 

Goal: Accelerated Learning and Technology Transfer 

5.06 Forage Master workshops 2005/06 Workshops deferred to 2007/08 for Focus Farms 

Goal: Support for Post-Grad Operating Costs 

4.12 Dietary manipulation to 

reduce greenhouse gas 

emissions 

6.09 CT scanning for study 

of gastro-intestinal 

development of young deer 

2004/05 – 2006/07 • Methane emissions of red deer stags were measured between 4.5 and 11.5 months of age. Methane 

production (g CH4/day) increased with age (24.6 – 40.1) 

• Methane yields were at least 21% lower than previous measurements from adult red deer (22.5 g CH4/ 

kg DMI/day) on similar pasture. 

2006/07 – 2007/08 • In progress – final report due February 2008. 

Copies of all final reports for completed projects are available on the DEEResearch website. For more detailed 

information on DEEResearch and the programmes underway please see www.deeresearch.org.nz. 

50 


esearch 

ANNUAL REPORT 



CURRENT YEAR’S PROGRAMME – 2007/08 

Funding for 2007/08 totals $660,000 and accounts 

for five allocated projects and two pools of funding. 

This year marks the start of a significant shift in 

DEEResearch funds to medium/long-term strategic 

funding in a number of areas: 

• Venison Supply Systems (increasing on-farm 

productivity), 62% of budget. 

• Johne’s disease research consortium (tools/options 

for managing Johne’s disease), 15% of budget. 

• Pastoral genomics (improved pasture species), 5% 

of budget. 

• Pastoral greenhouse gas research consortium 

(methane mitigation), 5% of budget. 

Funding allocations and duration of projects are 

shown below: 

• Peter Benfell: Science & Technology General 

Manager – Agriculture and the Environment, 

AgResearch; Director of Biopolymer Network Ltd.; 

Director of Pastoral Greenhouse Gas Research 

Consortium; Director of the Bio Commerce Centre; 

Member of Sustainable Land Use Research Initiative 

Governance Council; Member of Better Border 

Biosecurity Governance Council; 

peter.benfell@agresearch.co.nz 

One director appointed by the New Zealand 

Deer Farmers’ Association 

• Noel Beatson: Director of Rural Veterinary 

Services South Island Ltd; Director of Deer Records 

NZ Ltd, Director of Deer Reproduction Services 

Ltd, Veterinary Surgeon with Rural Veterinary 

Services; deer farmer; nbeatson@mail.es.co.nz 

Project Status (duration) Funds 

($000) 

7.02 Venison Supply Systems (includes projects 6.01, 6.07) 

1. Early breeding and optimising feed requirements 

2. Focus Farms and parasitology 

3. Extensive system benefits 

The Venison Supply Systems project forms 

co-funding (along with funds from Landcorp 

Farming Ltd.) for a much larger central government 

funded (FRST) research programme (Growing 

Sustainable Venison Supply Systems). This 

programme was originally intended to include 

venison research and development (clostridia 

management, drip loss, spray chilling and on-line 

quality measurements), but this component was not 

funded in the final approval process. 

As a result DEEResearch has re-allocated $52,000 

from Venison Supply Systems and earmarked this for 

venison research to be commissioned independently. 

Criteria for use of these funds are being developed 

and expressions of interest will be sought from 

industry stakeholders in the next few months. 

DIRECTORS 

As at 30 June 2007 the Board of DEEResearch Ltd. 

comprised: 

An independent Chairperson appointed by the 

other directors 

• Collier Isaacs: Strategic Planning Manager, 

Landcorp Ltd; Chair of Deer Industry Genetic 

Evaluation Steering Committee; 

isaacsc@landcorp.co.nz 

Two directors appointed by AgResearch 

• Margot Buick: Commercial Team Leader – Food 

and Textiles Group, AgResearch; Director of 

Ultrafine Merino Company, Director of Seperex, 

Director of Meat Biologics Consortium; Director of 

Nutrigenomics NZ; Director of AgBio Innovators 

Academy; margot.buick@agresearch.co.nz 

Approved 

(ends 30/06/2011) 

Goal Alignment 

408 • Productivity Gains 

• Sustainable Production and the Environment 

• Support for Post-Grad Costs 

• Accelerated Learning and Technology Transfer 

7.03 Massey Deer Research Unit Approved (ends 30/06/2008) 10 • Strategic Support 

7.01 Johne’s disease research consortium (includes project 4.02) Pending (ends 30/06/2012) 100 • Deer Health and Welfare 

1.16 Pastoral genomics Ongoing (ends 30/06/2009) 34 • New Technologies for Wealth Creation 

1.03 Methane mitigation Ongoing (ends 30/06/2009) 35 • Sustainable Production and the Environment 

Venison Processing Pending (annual) 52 • Market Access and Development 

Discretionary Unallocated (annual) 21 • Tactical/Strategic Support 

TOTAL 660 

One director appointed by Deer Industry New 

Zealand 

• Mark O’Connor: CEO, Deer Industry New 

Zealand; Director of Cervena Company Ltd.; 

Director of VARNZ Ltd.; Director of Group 

Research Holdings Ltd.; Director of DEEResearch 

Emissions Mitigation Company Ltd.; Director of 

DEEResearch Pastoral Genomics Company Ltd; 

Director of Johne’s Management Ltd.; Director of 

Johne’s Disease Research Consortium; Member 

of the Animal Health Board Representatives 

Committee; Member of the Animal Identity 

Traceability Governance Group; 

mark.oconnor@deernz.org 

One director appointed to represent venison 

processors and exporters 

• Graeme Keeley: Technical Manager PPCS Ltd; 

g.keeley@ppcs.co.nz 

One director appointed to represent 

Universities 

• Frank Griffin: Head of Department and Professor 

of Microbiology and Immunology, University 

of Otago; Director of the Disease Research 

Laboratory; Member of Scientific Advisory Group 

for the Johne’s Disease Research Consortium; 

Member of the Johne’s Disease Investigation 

Programme (USA); Member of PARATBTools 

Consortium (EU); 

hod.microbiology@stonebow.otago.ac.nz 


esearch 

ANNUAL REPORT 



ACCOUNTS 

An extract from the financial statements of DEEResearch Limited for the period to 30 June 

2007 is set out below for general information purposes only. A full set of audited financial 

statements is available on request from info@DEEResearch.org.nz 

DEEResearch Limited. Statement of Financial Performance 

For the Twelve Months Ended 30 June 2007 

Consolidated 

2007 

$ 

Parent 


$ 

Parent 

2006 

$ 

Research Income 

Johne's Research Group 82,000 82,000 - 

Game Industry Research Trust 639,609 639,609 524,650 

AgResearch Limited 1,570,000 1,570,000 1,570,000 

Other Income - Administration Funding 

Group Research Holdings Limited 10,971 10,971 1,690 

AgResearch Limited 10,971 10,971 5,713 

Sundry Income - - 5,718 

Total Income 2,313,551 2,313,551 2,107,771 

Less Expenditure 

Research Expenditure 

Funded by FRST through AgResearch 1,570,000 1,570,000 1,570,000 

Funded by GRH/NZDFA/GIB 721,609 721,609 524,650 

Total Research Expenditure 2,291,609 2,291,609 2,094,650 

Interests in joint ventures 

Share of Net Income of 

7,346 - - 

Unincorporated Joint Ventures 

Administration Expenditure 

Chairman's Fees 6,000 6,000 6,000 

Audit Fees 6,703 6,703 6,990 

Website Depreciation - - 820 

Sundry Expenses 7,879 7,879 1,555 

Total Administration Expenditure 20,582 20,582 15,365 

Communication Expenditure 

Annual Report 2,050 2,050 (350) 

Total Communication Expenditure 2,050 2,050 (350) 

Total Expenditure 2,321,587 2,314,241 2,109,665 

Net Result Before Taxation (8,036) (690) (1,894) 

Taxation - - - 

Net Result After Taxation (8,036) (690) (1,894) 

Statement of Movements in Accumulated Funds For the 

Twelve Months Ended 30 June 2007 

Consolidated 


$ 

Parent 


$ 

Parent 

2006 

$ 

Opening Accumulated Funds 30,983 6,798 8,692 

Net Result After Taxation (8,036) (690) (1,894) 

Total Recognised Gains and Losses (8,036) (690) (1,894) 

Closing Accumulated Funds 22,947 6,108 6,798 

Research Expenditure by Project For the Twelve Months 

Ended 30 June 2007 

Funded by Game Industry Research Trust and Johne's Research Group 

Project 

Year ended 

30 June 2007 

$ 

NEW TECHNOLOGIES FOR WEALTH CREATION 

1.16 Pastoral genomics 30,000 

DEER HEALTH AND WELFARE 

4.02 Johne's epidemiology project 152,100 

6.03 Diagnosis, epidemiology and control of Johne's in 

deer 

75,000 

6.04 Internal parasitism in deer 60,000 

SUSTAINABLE PRODUCTION AND THE ENVIRONMENT 

1.03 Methane mitigation 35,000 

4.04 Stream recovery 10,000 

4.06 Overseer for deer 25,000 

4.12 Dietary manipulation to reduce greenhouse gas 

emissions 

PRODUCTIVITY GAINS 

3,000 

4.10 Strategies to achieve early calving 40,000 

5.04 Control of gestation length - first-calving fawns 11,250 

6.01 The Eastern European Red deer early-breeding gene 

hypothesis 

100,000 

6.05 Developing breeding values for Elk and Wapiti 25,000 

6.06 Economic indices for deer selection 10,000 

6.08 Lifting the profitabliity of deer farming through 

adoption of integrated livestock policies 

MARKET ACCESS AND DEVELOPMENT 

6.02 Pre-skinning interventions for "blown pack" 

spoilage control 

30,000 

85,000 

6.07 Muddy deer and wintering systems 19,000 

ACCELERATED LEARNING & TECHNOLOGY TRANSFER 

6.10e Focus Farms 509 

SCIENCE NETWORKS 

5.07 Provisional support fund - PhD Students 

6.09 CT scanning for study of gastro-intestinal 

development of young deer 

SUPPORT FOR POST-GRAD OPERATING COSTS 

7,000 

5.06 Forage Master Workshops 3,750 

TOTAL SPEND 721,609 

52 


Johne’s Research Group activities winding down 

The current work programme of the Johne’s Research Group (JRG), a special interest branch of NZDFA, is largely 

complete. 

research 

In his report to Branch Chairmen at the October meeting, 

JRG Chairman Peter Aitken said hoped-for funding from 

the Sustainable Farming Fund for work on multi-species 

management had failed to materialise thereby significantly 

reducing the scope for further JD information activity. There 

are three remaining projects under way. 

• Validation of the modified ETB: AgResearch’s Colin 

Mackintosh has been asked to oversee data collection 

from the field and science evaluation of the test, 

including data from mixed Tb and Johne’s infections. 

• Epidemiology study: This is scheduled for completion in 

mid 2008 at which time a lay report will be circulated to 

deer farmers. 

• Voluntary deer herd Johne’s Disease status scheme: 

The first draft of this scheme was circulated in February 

2007 (see Deer Industry News April 2007, page 9). JRG 

member Tony Pearse conceded the Mark I version was 

overly complex and a stripped-back version is now out 

for assessment with researchers and stock agents. He 

said the scheme may have been a year or two ahead 

of its time, and may end up being incorporated into 

a DINZ scheme similar to that administered by the 

National Velvetting Standards Body. While a voluntary 

scheme is a challenge to implement, Tony said the 

revised version contains the kinds of questions farmers 

should be asking when they buy stock. “We can’t force 

the issue. It’s a commercial and production disease, but 

not notifiable. It may take farmers a while to get their 

heads around a voluntary herd status system.” 

Peter Aitken said the JRG’s busy communications programme 

has two more tasks to complete: publishing the results of 

work on a Canterbury case study property, and an envisaged 

workshop for vets. 

“Our information programme has been very successful, as 

evidenced by the 400 percent increase in testing, using the 

Paralisa test as a basis.” 

Johne’s Management Limited (JML) is now also up and 

running. Peter said feedback provided by processors through 

JML, combined with increased testing, heightened awareness 

and questioning when purchasing livestock will all help build 

a picture of Johne’s and give farmers the information they 

need to manage the disease. 

“If you keep testing clear, and keep buying stock from other, 

like-minded farmers, it will help protect your Johne’s status,” 

he said. 

Looking ahead, the JRG will probably remain as a specialinterest 

branch but activity will have to be kept fairly low key 

unless funding circumstances change. “There remain many 

significant JD issues to be addressed and the JRG is still 

committed to getting farmer-friendly information out there,” 

Peter said. 


esearch 

Tracking deer 

Global positioning system (GPS) collars are being used 

on deer in an AgResearch Invermay trial to track the 

animals and find out more about their behaviour. 

Karren O’Neill from AgResearch is working with scientists 

from Australia’s Commonwealth Scientific and Industrial 

Research Organisation Livestock 

Industries (CLI) to develop 

techniques that use the GPS 

collars to determine grazing 

distribution. CLI uses the collars 

in Australia to track cattle in 

the Northern Territory’s Barkly 

Tablelands. 

Karren says that by understanding 

how deer use their environment, 

better farm management practices 

can be developed for extensive 

systems. She says tracking deer 

could help farmers with such 

things as riparian management and 

seeing what vegetation the animals 

are eating. 

With their high price tag, the GPS 

collars will only ever be a research 

tool, not a day-to-day farm 

management tool, Karren says. 

Source: AgResearch Intouch 

newsletter, October 2007. 

AgResearch Invermay 

Research Associate 

Karren O’Neill fits a GPS 

collar to a hand-reared 

deer at the campus. 

Photo courtesy of 

AgResearch. 

DEERSelect updated 

Latest growth traits, BVs and rankings are available online. 

The latest DEERSelect Sire Summaries were calculated in early December and are 

available on the DEEResearch website: www.deeresearch.org.nz 

The sire summary contains information on Breeding Values (BVs) for all sires with 

progeny recorded on DEERSelect during the last two years. The last analysis (October 

2007) reported information on 223 sires. BVs on sale stags are normally available from 

breeders using DEERSelect – just ask your local breeder for the latest BVs on sale animals. 

Every three months the analysis is re-run and the website updated to ensure that the 

latest information is available, particularly as the stag selling season approaches. For those 

without internet access, the information can be mailed if you contact Natalie Fraser at 

Deer Industry New Zealand (phone 04 471 6110). 

UNFEHLBAR ENGLISH RED DEER 

On 

Farm 

Stag Sale: 10 am Wednesday, 9th January 2008 

Featuring Sires from: Mount Battern, 

William John, Rohan (Bedford/Russel x WA 33) 

Rambo (Harvey x James), Malvern (Lord T x W Andrew) 

Also including full, ¾ and ½ brothers to Balmoral 

Unfehlbar’s 2007 top sale stag 

Balmoral 

2 years, 10. 6 kg 

Overgrown Velvet 

Sale on-farm 5 minutes 

from SH1, 20 minutes 

from the airport: 

Tresillian Drive, RD5, 

West Melton 

(map in catalogue) 

Visitors always welcome 

Contact Guy Brady & Lynette Terry-Brady, Phone 03 3478158, Fax 03 3478159 

Mobile 021 664 805 Guy, Mobile 021 058 3566 Lynette 

Email Unfehlbar@xtra.co.nz, Website www.english-red-deer.co.nz 

PGGW Agents: Graham Kingsman 027 422 3154 Ron Schroeder 027 4321 299 

54

Deer Industry News #27 December 2007 - Main Page - help ...

Create successful ePaper yourself

Delete template?

Save as template?