January 14, 2026 • 6 mins
Time to talk all things deer-related with PGG Wrightson’s National Deer & Velvet Manager.
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Speaker 1 (00:00):
Time to talk venison and velvet and all things dare
here on the country PG you writes some national dear
and velvet manager Tony Cochrane joins us. Now welcome into
twenty twenty six. Tony, how are you traveling?
Speaker 2 (00:13):
Yeah? Good things Hamish.
Speaker 1 (00:17):
Have you summoned well summered?
Speaker 2 (00:19):
Well? Well, yes, there's a bit around this there a
bit of growth, you might say.
Speaker 1 (00:23):
Yeah, yeah, Look, it's an okay time of the year
for that to happen. Tiny house things in the world
of venison and velvet and the like.
Speaker 2 (00:34):
Yeah, well they've had a bit of an upswing this
this year, as all meat products have, but particularly venison,
it's starting to come back into its own. We've got
really good stable, high prices around the eleven bucks, you know,
and higher for some contracts, but it's steady, its stable,
and there's been quite a few of the mixed stage
(00:55):
stags exit the system, which is also helping the velvet industry.
We think there could be as much as two hundred
tons of velvet exit the system this season based on
what's been sent to the works and paid well for,
you know, the particularly the North American venison supply chain,
(01:15):
which likes the bigger cuts of.
Speaker 1 (01:17):
Meat, right, Okay, Well it's pretty damn positive, isn't it,
Because you know, it's not that long ago we were
having that sort of pretty doom and gloom kind of discussion,
you know, is eleven dollars sustainable? And is it a
good return for farmers or where would you like to
see it or where would they like to see it
and what's their sentiment.
Speaker 2 (01:37):
Yeah, every farmer would love to see a higher price
than that, but they know that there's the risk of
derailing the sort of certainty of supply for the purchases
and also over cooking markets, Venison can be substituted for
cheaper products, so it's always you know, to back of mine.
But you know, there's no reason why we shouldn't be
(02:00):
holding onto these high prices for quite some time, particularly
for venison. The main reason is that supplies so low
it's not picked to really start picking itself up. And
you know, getting back into sort of where we were
several years ago for the next sort of three or
four years. And you know, it was seen with velvet
(02:22):
that everyone has retained velvet stags over hines, breeding hinds
for venison over the last sort of five to ten years,
and that's now got to its peak where the velvet
market's over supplied. Having a bit of diversity within deer,
having a venison and a velvet model, and of course
using out balls as terminal signs and high growth rate
(02:44):
red deer is also a good thing to have.
Speaker 1 (02:47):
Is it really a case of you know, to cover
behind sight to speak time It is a dollar each way,
a dollar on the venison, a dollar on the velvet
from a farming perspective.
Speaker 2 (02:58):
And there are the other leg to the story is
trophy is the hunting fraternity. So you know, most of
those guys are self sufficient as far as not having
to go to farms to look for these animals that
are well bred for trophies. But it certainly does help.
It keeps things buoyant, and you know, get people are
(03:21):
very passionate about what they do. And you know, we've
seen high high prices for venison currently lower prices for
velvet than last year, probably back about ten percent. But
you know, the confidence is there in the future to
hold it, hold in there and hold a line too.
That's helped us this season, particularly with velvet. We didn't
(03:42):
sell a stick leading up to Christmas based on the
fact we had low offers and we knew that the
market had too much stock. So you're just pushing a
pushing a product that it's not required.
Speaker 1 (03:54):
Now correct me if I'm wrong, But you seducing with
the kill rate, get those bigger cut successor that will
actually help the velvet market down the track a bit,
oh for sure.
Speaker 2 (04:04):
Yep, Yeah, I think so. That and the fact that
the stags that have already been sent to the works
aren't going to produce regrowth, So that's the second cup
that's going to sort of lower the volume or the supply.
But we know going into next season we're going to
be probably around two hundred and tokindor less of velvet.
And we know also at the consumer end of the
(04:25):
dear velvet market that prices don't really change. It's really
that wholesale supply and demand maxim between a lot of
sentiment involved there, and economies are improving, you know, South
Korea and China, they're starting to look upwards, probably a
little bit faster than us.
Speaker 1 (04:42):
Yeah. Tiny Cochrane PGG writes and National Deer and Velvet
manager Toney Your thoughts for twenty twenty six, The one
thing that I get, and you know, I'm not in
farming on a day to day basis, but I'm close enough.
There seems to be across our what we produce, what
we market to the world, a nice dose of medium
(05:05):
to long term longevity as opposed to, you know, the
volatility that is really we've we've experienced I don't know,
post rogernomics, post s MP removal. It just feels like
you can kind of have a little bit more of
a bank on the future at the moment, right across
the board and farming, is that your take?
Speaker 2 (05:24):
Yeah, totally right behind you on that amish. Yeah, you know,
there's there's horses for courses, there's the right right place
for the right tree, but there's also the right place
to the right animal. And yeah, people have got their priorities,
and cash flow is one of them, but you know
they've also got a they've also got to look forward
(05:44):
as to where they are, where the family are, where
the we're the best return. But yeah, it's it's what
suits the camp country and suits the land, and that's
that's part of the mix as well, isn't it. And
I think everyone is starting to look forward. No one
is looking over them shoulders. Yeah, we've got a whole
week of opportunities in New Zealander, sitting right in the
hot seat.
Speaker 1 (06:04):
Yeah yeah, absolutely, BRIDYO, good stuff, Tony, thank you very
much for joining us. Thats PGG Rights and National Deer
and Velvet manager Tony Cochran here on the country
Time to talk venison and velvet and all things dare
here on the country PG you writes some national dear
and velvet manager Tony Cochrane joins us. Now welcome into
twenty twenty six. Tony, how are you traveling?
Speaker 2 (00:13):
Yeah? Good things Hamish.
Speaker 1 (00:17):
Have you summoned well summered?
Speaker 2 (00:19):
Well? Well, yes, there's a bit around this there a
bit of growth, you might say.
Speaker 1 (00:23):
Yeah, yeah, Look, it's an okay time of the year
for that to happen. Tiny house things in the world
of venison and velvet and the like.
Speaker 2 (00:34):
Yeah, well they've had a bit of an upswing this
this year, as all meat products have, but particularly venison,
it's starting to come back into its own. We've got
really good stable, high prices around the eleven bucks, you know,
and higher for some contracts, but it's steady, its stable,
and there's been quite a few of the mixed stage
(00:55):
stags exit the system, which is also helping the velvet industry.
We think there could be as much as two hundred
tons of velvet exit the system this season based on
what's been sent to the works and paid well for,
you know, the particularly the North American venison supply chain,
(01:15):
which likes the bigger cuts of.
Speaker 1 (01:17):
Meat, right, Okay, Well it's pretty damn positive, isn't it,
Because you know, it's not that long ago we were
having that sort of pretty doom and gloom kind of discussion,
you know, is eleven dollars sustainable? And is it a
good return for farmers or where would you like to
see it or where would they like to see it
and what's their sentiment.
Speaker 2 (01:37):
Yeah, every farmer would love to see a higher price
than that, but they know that there's the risk of
derailing the sort of certainty of supply for the purchases
and also over cooking markets, Venison can be substituted for
cheaper products, so it's always you know, to back of mine.
But you know, there's no reason why we shouldn't be
(02:00):
holding onto these high prices for quite some time, particularly
for venison. The main reason is that supplies so low
it's not picked to really start picking itself up. And
you know, getting back into sort of where we were
several years ago for the next sort of three or
four years. And you know, it was seen with velvet
(02:22):
that everyone has retained velvet stags over hines, breeding hinds
for venison over the last sort of five to ten years,
and that's now got to its peak where the velvet
market's over supplied. Having a bit of diversity within deer,
having a venison and a velvet model, and of course
using out balls as terminal signs and high growth rate
(02:44):
red deer is also a good thing to have.
Speaker 1 (02:47):
Is it really a case of you know, to cover
behind sight to speak time It is a dollar each way,
a dollar on the venison, a dollar on the velvet
from a farming perspective.
Speaker 2 (02:58):
And there are the other leg to the story is
trophy is the hunting fraternity. So you know, most of
those guys are self sufficient as far as not having
to go to farms to look for these animals that
are well bred for trophies. But it certainly does help.
It keeps things buoyant, and you know, get people are
(03:21):
very passionate about what they do. And you know, we've
seen high high prices for venison currently lower prices for
velvet than last year, probably back about ten percent. But
you know, the confidence is there in the future to
hold it, hold in there and hold a line too.
That's helped us this season, particularly with velvet. We didn't
(03:42):
sell a stick leading up to Christmas based on the
fact we had low offers and we knew that the
market had too much stock. So you're just pushing a
pushing a product that it's not required.
Speaker 1 (03:54):
Now correct me if I'm wrong, But you seducing with
the kill rate, get those bigger cut successor that will
actually help the velvet market down the track a bit,
oh for sure.
Speaker 2 (04:04):
Yep, Yeah, I think so. That and the fact that
the stags that have already been sent to the works
aren't going to produce regrowth, So that's the second cup
that's going to sort of lower the volume or the supply.
But we know going into next season we're going to
be probably around two hundred and tokindor less of velvet.
And we know also at the consumer end of the
(04:25):
dear velvet market that prices don't really change. It's really
that wholesale supply and demand maxim between a lot of
sentiment involved there, and economies are improving, you know, South
Korea and China, they're starting to look upwards, probably a
little bit faster than us.
Speaker 1 (04:42):
Yeah. Tiny Cochrane PGG writes and National Deer and Velvet
manager Toney Your thoughts for twenty twenty six, The one
thing that I get, and you know, I'm not in
farming on a day to day basis, but I'm close enough.
There seems to be across our what we produce, what
we market to the world, a nice dose of medium
(05:05):
to long term longevity as opposed to, you know, the
volatility that is really we've we've experienced I don't know,
post rogernomics, post s MP removal. It just feels like
you can kind of have a little bit more of
a bank on the future at the moment, right across
the board and farming, is that your take?
Speaker 2 (05:24):
Yeah, totally right behind you on that amish. Yeah, you know,
there's there's horses for courses, there's the right right place
for the right tree, but there's also the right place
to the right animal. And yeah, people have got their priorities,
and cash flow is one of them, but you know
they've also got a they've also got to look forward
(05:44):
as to where they are, where the family are, where
the we're the best return. But yeah, it's it's what
suits the camp country and suits the land, and that's
that's part of the mix as well, isn't it. And
I think everyone is starting to look forward. No one
is looking over them shoulders. Yeah, we've got a whole
week of opportunities in New Zealander, sitting right in the
hot seat.
Speaker 1 (06:04):
Yeah yeah, absolutely, BRIDYO, good stuff, Tony, thank you very
much for joining us. Thats PGG Rights and National Deer
and Velvet manager Tony Cochran here on the country
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