Global Overview
The Cervid Industry Around the World

New Zealand

Over the past 35 years, New Zealand has become the world's largest exporter of cervid products and remains the strongest competitor and trendsetter on the global market. With a current farmed cervid population of 1.7 million animals on 5000 farms (June 30, 2004), New Zealand possesses over half of the worlds' farmed deer population. The majority of the animals in New Zealand are red deer (approximately 85%) originating from the feral population, which had been introduced in the mid-late 19th century. Due to their uncontrolled growth and impact on the environment, capture and domestication was encouraged thereby turning a pest into an export earner. Contributing species include elk that were imported from Russia and North America, and several strains of domestic and semi-domestic fallow deer

Although the farmed red deer originate from the wild population in New Zealand, the practice of deer farming is still seen and conducted as an agricultural operation similar to that of cattle and sheep.

Red deer have adapted well to farming situations. Fallow deer, although fewer in numbers, supply a niche specialty market for fine venison and their meat is promoted as a superior product. As well, due to fallow deer being physically of smaller stature the meat is marketed as more of a delicacy.

New Zealand has been extremely proactive and very aggressive in their quest to be the largest and most sought after venison producers. As well, the industry was well- established before North American or Australian industries became organized. This has allowed NZ producers to focus and develop markets while their inventory expanded. In addition, the New Zealand government has been very helpful and supportive of the industry since inception. The government has financially supported many initiatives such as quality control and assurance. This has allowed the industry to tap into markets ahead of many other countries and through development of a quality product has allowed them to secure their global market position.

Australia

Although the Australian deer industry was established around the same time, the Australian deer industry has developed more slowly than New Zealand and is the second most competitive entity in the export market for deer products. At least 85% of all venison produced in Australia is exported, principally to Europe, while 90% of all velvet antler produced is exported, unprocessed to Asia.

As of 2002, the Australian overall herd consists of about 200,000 animals with fallow making up approximately 34% of the total population with the remainder being red deer (39%) rusa (15%), elk (7%), and chital (4%).

Several downturns have plagued the industry over the past 5 years including severe drought, which decreased herd numbers drastically, and changes in currency values. Both factors have weighed heavily but it appears the industry is heading back to profitable status.

United States

Data from 2003 suggest that in the United States, about 550,000 deer and 50,000 elk are currently being domestically raised. Deer species include whitetail, mule, axis, fallow and red deer with a few sika as well. The majority of the whitetail and mule deer are raised for harvesting purposes in the US and that is the mainstay of that sector of the industry. The elk industry is focused heavily on velvet antler production with some meat production. Over 144 billion dollars are spent annually in the US hunt market with close to 10% of that total spent in Texas. Expenditures on harvest preserves are a significant portion of that total. Meat and co product production contributes only a small portion of revenues, with the demand for quality harvest stock being the driving force. Values for harvest stock far exceed what the market could bear to support venison production. Some sika, red deer and fallow are being raised for venison but that is simply because the demand from the harvest sector is not as strong for these species.

Recently an economic impact study was completed by Texas A&M University. A brief summary of the highlights are listed below:

• The cervid farming industry has a direct economic impact of $893.5 million.
• When incorporating the indirect impacts of the industry, for example, the farm's expenditures on feed, veterinary supplies, fuel and other purchases, the total economic impact of the industry is $2.3 billion.
• One of the major customers of this industry is hunters. Estimating the impact of hunting dollars spent, with hunters as the consumer of cervid farming products, an additional $757 million is generated by the cervid farming industry.
• The total impact of the industry, combining the farming and hunting components, is $3.0 billion annually.
• The economic activity of the cervid farming industry supports 29,199 jobs, most of which are in rural America. If this industry did not exist, those jobs would have to be supported by some other economic activity.
• These results highlight the fact that the cervid farming industry is a growing and important industry in rural America.

Venison and Elk Meat Markets for Canada

Venison markets tend to be established on a geographical or cultural basis. North American markets view game meat as peasants' food largely due to the traditional methods in which venison is harvested. Much of the venison that has been sampled in North America originated from wild hunted stock and, depending on the hunter and their processing knowledge, may leave an unfavourable taste in many palettes. Animals hunted in the wild tend to be in rut, chased for a period of time and very often poorly handled throughout processing, all factors which contribute to an unfavourable experience.

Alternately the European consumer views venison as a food of royalty, and venison is traditionally served on holidays and celebratory occasions. Venison is a much appreciated and revered alternative to traditional red meats. As well, much of the Asian culture is keenly accustomed to venison although there tends to be negativity towards undomesticated venison. Much of the meat utilized in Europe and Asia is imported from New Zealand and Australia, with a small amount emerging from feral stock, thereby creating the same negative images as North Americans possess.