Episode 72 - Venison takes flight in the USA

Despite the tariff war, New Zealand’s venison industry is making bold strides into the North American market – and it’s already paying off, exceeding three-year targets in the first nine months.

In this episode, Sarah Perriam-Lampp chats with Rhys Griffiths, CEO of Deer Industry New Zealand, about how a government-backed program is boosting venison sales in North America. They discuss shifting focus to retail, growing consumer demand for healthy protein, and the future opportunities for New Zealand’s deer farmers.

Guest:

• Rhys Griffiths, CEO, Deer Industry New Zealand

Host:

• Sarah Perriam-Lampp, CEO and Editor-in-Chief, Country-Wide

 

Rhys Griffiths, CEO of Deer Industry New Zealand, shares how the venison industry has navigated recent global challenges to achieve strong growth in the North American retail market. Despite tariff uncertainties and COVID-related disruptions, a focused government-backed program accelerated the shift from food service to retail, helping venison reach over 2,000 stores across the US. 

He highlights how rising consumer interest in health, high-protein diets, and premium, sustainably produced meat has aligned perfectly with venison’s natural advantages. He explains how New Zealand venison’s unique positioning as a pasture-raised, nutrient-dense protein appeals to a growing market of health-conscious and environmentally aware shoppers.

Emphasising the critical role of collaboration across the supply chain, from processors to marketers and retailers, Rhys focuses on building consumer awareness and demand. This unified industry effort has leveraged venison’s traceability and pasture-raised story to differentiate it from wild game and farmed alternatives. Looking ahead, Rhys is optimistic about further growth opportunities through new product innovations, targeted promotions, and digital campaigns that will continue to educate and engage North American consumers, supporting long-term success for New Zealand’s venison farmers and exporters.

 

Read the article from the Country-Wide Winter issue here. 

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