The northern European autumn and winter ‘game season’ remains a key market for NZ venison, even with the industry’s success in building year-round venison demand in other markets. The region is also breaking with tradition and slowly developing a taste for venison as a summer grilling item.

Deer Industry NZ (DINZ) venison marketing manager Nick Taylor says exports of NZ venison to northern Europe for the 2018 game season are expected to be worth about $70 million, about 35 per cent of total venison exports. “Because of successful market diversification, the percentage is well down on what we were seeing 10 years ago, but the northern European game season remains and is likely to remain one of our most important markets,” he says.

During September, DINZ executive chef Graham Brown spent three weeks in Europe working with Europe-based chef Shannon Campbell. They supported venison marketers and their in-market partners in Sweden, Belgium and the Netherlands, as they laid the groundwork for the 2018 game season.

Because of the long hot European summer, the game season began late this year but chefs at NZ venison promotions ordered good quantities for their new menus, Brown said.

With prices for the traditional saddle and leg cuts at historically high levels, he said chefs showed a lot of interest in new and less expensive cuts.

“Chefs love anything different and challenging so it helps extend their repertoire. It also provides a great opportunity for the industry to get better value from the whole carcass.”

The Swedish activity – which involved a week’s worth of demonstrations and hands-on chef and buyer education – went particularly well, reports Taylor.

This was followed by another week in Belgium with importer Bimpex, which partners with venison exporters Alliance and Duncan New Zealand. Later, Brown and Campbell supported importers Kiplama at a hospitality show in the Netherlands. Taylor says Campbell also supported Silver Fern Farms with photoshoots for its game season promotions, as well as undertaking in-store tastings in wholesale markets where chefs shop. At Busche Gala, an annual event in Germany where the country’s gourmet guide is launched, DINZ organised the promotion of New Zealand Venison (Neuseelandhirsch).

“Among many other promotional activities, we have also been engaging with journalists and bloggers around Germany hosting a number of private dinners where they can spend time with prestigious chefs who are supporters of New Zealand venison,” he says.

The deer industry was largely founded on demand from the northern European game season and until recent years it has been the main focus of New Zealand’s venison exports. However, reliance on a single, highly seasonal market was a risk for the industry that venison marketers have worked hard to address.

Taylor says the diversification of markets, a key strategy, saw the United States two years ago become the largest year-round market for chilled cuts. In the same period the US also became a major market for manufacturing grade venison.

“Within Europe, the industry continues to build a preference for NZ farm-raised venison over venison from other suppliers. In recent years, because of growing consumer and chef demand for local produce the challenge of selling products from the other side of the world has become greater. DINZ and venison marketers stress the high standards of food safety and great eating quality which allows the NZ provenance to get cut-through,” he says.

Another, more challenging, ambition has been to build European demand for NZ venison outside the game season. Making this happen has been a key part of the deer industry’s Primary Growth Partnership programme, Passion2Profit.

“Because eating venison in summer is a novel concept for European chefs and consumers, we have promoted summer sales under the banner of Cervena™, an appellation that was new to Europe,” Taylor says.

“This means some leading food service outlets are promoting Cervena in summer and NZ venison in winter. There’s a clear differentiation.”

The summer Cervena programme began four years ago in the Netherlands and Belgium and two years ago was extended to Germany. Sales quickly built to 90 tonnes, worth nearly $3 million, and are likely to grow only slowly from those levels while venison production remains at its current 20 year low. Three of the five venison marketers are actively involved, but all share marketing insights and information with each other and DINZ, as part of Passion2Profit.

“We are building a strong understanding of what works in the summer market, so we can scale up when supply increases,” says Taylor.

“While German culinary traditions are firmly held, we working with a select group of innovative chefs who are looking to differentiate their menus and meet the needs of more adventurous diners.”

Taylor notes that the 2018 northern summer presented challenges for marketers with consumers eating less meat because of high summer temperatures.

“However, what is great is that participating venison companies remain committed to supporting the summer Cervena programme next year.”

Avocados Australia expects supply of their home grown crop to taper off in January and February with the gap being filled by produce from the New Zealand market who had a good crop this year.

The 19th annual AmCham DHL Express Success & Innovation Awards were held at the Pullman Auckland Hotel last night, with Tourism Holdings winning the Supreme Award for doing business with the United States.

The Gisborne-based business was presented with the award by the Head of Trade Finance at ASB Bank, Mike Atkins, at the sold-out awards dinner last night at the Napier Conference Centre. Earlier in the evening, Cedenco had won the inaugural T&G Global Best Medium to Large Exporter Award.

An impressive commitment to product development and innovation has seen fruit and vegetable manufacturer Cedenco Foods New Zealand named as ExportNZ Hawke’s Bay ASB Exporter of the Year.

The Gisborne-based business was presented with the award by the Head of Trade Finance at ASB Bank, Mike Atkins, at the sold-out awards dinner last night at the Napier Conference Centre. Earlier in the evening, Cedenco had won the inaugural T&G Global Best Medium to Large Exporter Award.

The judges said Cedenco impressed them with their investment in market research, customer relationships, and R&D to get their product right for the customer.

“We liked the level of engagement across the wider team in developing the company vision, and the continuous improvement and commitment to innovation was genuinely impressive. The factory was well laid out and the effort that was put into health and safety stood out.”

Winner of the Tomoana Food Hub Innovation in Export Award was Hawke’s Bay’s Rock-it Boards, with the judges describing the business as one of the “unexpected highlights” of the awards. The Haumoana-based business, owned by Dave and Annie Evans, makes a wooden rocking board to improve strength and balance for all ages. The judges said the visit to the business was both thought-provoking and delightful.

“The simplicity of the design, coupled with the appeal of the product and the way in which the production process was being continuously improved, intrigued and impressed us - and it is not often that we get to see a category of product being invented.”

The winner of the ContainerCo Emerging Exporter wasWoodcut Tools, which stood out for its “relentless customer focus”. The Napier company makes tools for wood turners. The judges liked the attention to detail in the business and the opportunity for growth.

“Little things impressed, like the pictures of key customers on the wall chart. And the product itself is clearly competitive at the top-end of a growing global market. While this company is small, it is one with the underpinnings to support sustained success.”

The Judges’ Choice Award was won by First Fresh. The judges said the Gisborne company was “snapping on the heels of the winner in their category”.

“We liked their focus on niche markets, with absolute clarity about how to prioritise markets for entry, and their investment in understanding their customers’ customers, all stood out as praiseworthy – we hope they will enter again.”

A new category for 2018, the Unsung Heroes Award, aimed at recognising the hard work put in behind the scenes of exporting organisations was shared by three people:

• Kellie Millar, Sales Co-Ordinator, Future Products Group
• Steve Young, Business Development Manager, Napier Port
• Mairead Hart, Finance Manager, Pultron Composites.

T&G Global’s CEO Gareth Edgecombe presented the Unsung Hero’s Awards and the Best Medium to Large Exporter Award.

“It was a true pleasure to present awards to Kellie, Steve and Mairead as acknowledgment of all they’re doing behind the scenes to contribute to the growth of their employing companies and the subsequent success of the wider region.

“Well done also to Cedenco for winning the T&G Global Best Medium to Large Exporter Award and the overall title, Hawke’s Bay Exporter of the Year. As a major exporter, we understand the complexities of delivering products on time and in optimum condition and the challenges and opportunities exporting presents. Congratulations to not only the winners but all entrants for growing the Hawke’s Bay and New Zealand economies.”

Summing up the evening, ASB’s Mike Atkins said the calibre of finalists had been exceptional across a range of industries.

“ASB is in its fourth year of sponsoring the ExportNZ Hawke’s Bay Awards, and every year the bar is set higher. New Zealand companies do an amazing job of excelling on the world stage and this year’s winners really highlight that. We’re incredibly proud to play a role in helping Kiwi companies to progress and succeed, and it’s always inspiring to hear from some of our top regional companies. The awards are a fantastic opportunity to recognise the hard work and achievements of the export sector so congratulations again to all of this year’s winners.”

ExportNZ Hawke’s Bay Executive Officer Amanda Liddle said she was thrilled to see the success of Gisborne companies at the awards with this year being the first time they had been extended to the Gisborne Tairawhiti region. Ms Liddle said she hoped the move would encourage continuous improvement among exporters across both regions.

“I want to congratulate the winners and finalists for having the courage to believe in themselves and their teams, and we would encourage you to enter again next year.”

Ms Liddle acknowledged the support of all the sponsors, including ASB, T&G Global, NZTE, Great Things Grow Here, Napier City Council, Jetstar, Grundy Productions, Trinity Hill, Te Mata Estate, OPure, Business Hawke’s Bay and Panoply.

The Chief Executive of Business Central, John Milford, said he was very impressed by the quality of the candidates.

“Exporters are vital to the life-blood of Hawke’s Bay and New Zealand and this year’s awards reconfirm the quality that exists in the region.

“Proof of that is that a Gisborne company has taken the top award in the first year they could enter.

“I would like to thank the team of ExportNZ Hawke’s Bay for running such an excellent event.”

The potential for New Zealand tech exports will be huge when direct free trade post-Brexit opens with the United Kingdom, a leading fintech expert says.

Long-term prospects for NZ velvet in the major Asian markets are looking positive says Deer Industry NZ (DINZ) Asia manager Rhys Griffiths.

Gallagher Group has taken out the supreme award for the 2018 Air New Zealand Cargo ExportNZ Awards for Auckland and Waikato regions.

The New Zealand organic sector has grown 30 per cent or 10 per cent a year since 2015 to now be worth $600 million, buoyed along by consumers, here and globally, demanding natural, ethical products that are good for them and their families.

The 2018 OANZ Organic Market Report, released today, shows retail sales of organic products are growing twice as fast as conventional products, up 8.8% to $245 million.

While supermarket, grocery and specialty store organic sales are still small as a percentage of total sales, the findings show that Kiwi consumers are taking organic mainstream.

Independent research in the report shows that eight out of 10 Kiwi consumers are buying organic fresh, frozen or packaged food and beauty products at least fortnightly, citing care for the health and wellbeing of themselves and their families as the key motivation. Just under half (48%) say they purchase organic products because they are concerned for the environment and sustainability.

Exports too are booming, up 42 per cent since 2015 to $355 million, as consumers in Asia, including China, North America and Europe seek out New Zealand organic fruit, vegetables, dairy, meat, wool and wine, and natural beauty and bodycare products.

“The 2018 report findings reporting market growth of 15 per cent a year tell us loud and clear that opportunity lies before us,” says OANZ CEO, Brendan Hoare. “The world wants what New Zealand has to offer, and we have the capability to grow our share of the global market where the organic food segment alone is worth EUR85b and is growing at 10.5 per cent a year.

“The report articulates a national and global mood for change to natural, ethical, sustainable food and other daily used products,” he said. “Consumers want change, so they can live their values, producers and farmers are seeking change to do what is good for the land they love, and global markets are demanding greater and greater choice as organic goes mainstream.”

The report takes a holistic view of the New Zealand organic sector, presenting the latest research on size, growth, trends, perceptions, challenges and opportunities across the value chain from consumer to producer, looks at how we are tracking globally and also investigates in a special case study the multiple benefits of organic production from a True Cost Accounting point of view.

Mr Hoare said producers and manufacturers were listening to the market signals with more than 50 per cent of producers across the whole industry surveyed for the report indicating interest in gaining full organic certification or transitioning towards organic.

The report also shows that certified organic operations were up 12 per cent to 1,118 licensees and 1,672 certified enterprises and land under organic production had increased by 17 per cent to almost 89,000 hectares due to 50 per cent growth in organic livestock area.

The report, published on line at http://www.oanz.org/publications/reports.html is a major undertaking by OANZ, the authoritative voice of the organic sector, and coincides with progress on establishing a single, mandatory, national organic standard and robust regulatory framework.

The standard and underpinning legislation is required to support export opportunities, encourage investment in organic production, give consumers and customers peace of mind over authenticity – and bring New Zealand’s regulatory framework on par internationally.

The report sponsors include Platinum Sponsors Ceres Organics and Purefresh Organic.

US apple growers will be among the first in the world to get a dazzling taste of New Zealand’s most popular new apple variety. The USA is the first country outside of New Zealand to be licensed to grow and sell the exciting new Dazzle® apple, which was launched a year ago by Fruitcraft. Fruitcraft is a collaboration between three of New Zealand’s largest apple growers, Mr Apple, Bostock New Zealand and Freshmax. Fruitcraft has signed a license agreement with Chelan Fruit and Gebbers Farms. Chelan Fruit is a US cooperative with 325 grower members, farming 14,000 acres in Washington State. Gebbers Farms, farming over 13,500 acres, is one of the largest family owned and managed apple and cherry businesses in Washington State.

Fruitcraft Manager Steve Potbury says Chelan Fruit and Gebbers Farm have been granted the rights for production in the US and marketing rights for the fruit that they grow. “This is the first step in the global licensing of the Dazzle® programme. It gives growers in the US the ability to grow Dazzle® and sell it around the world. Chelan Fruit and Gebbers Farm have committed to planting three million trees over 12 years, and they will be marketing their fruit through their jointly owned company Chelan Fresh, one of the world’s largest apple sellers.” “This will strengthen the positioning of Dazzle® on the global markets. More fruit will help establish the market more quickly and create a stronger following for the brand internationally.” said Mr Potbury. President of Gebbers Farms, Cass Gebbers and CEO of Chelan Fruit Reggie Collins are both extremely excited about the opportunity that the tasty Dazzle apple will provide for their partnership and US apple growers and consumers and retail partners around the world. They anticipate the first commercial plantings to start in 2020. “As a result of our production and marketing strength in Washington we have managed to get hold of this exciting new apple from New Zealand. Dazzle® is very well suited to the US market. It has all the qualities which appeal to US consumers. It is a big, highly coloured and very sweet apple.”

Chelan Fresh Marketing CEO, Tom Riggan stated that about 80 percent of the fruit grown in the US is sold domestically, but Washington growers are looking to export more and the Dazzle® apple offers opportunities for sales in the US and for exports. “The climate in Washington will be perfect for growing Dazzle®. We have warm days and cool nights at the time this mid-season apple is harvested, which will create the ideal environment,” said Mr Collins. Dazzle® branded apples are grown on trees of the variety PremA129, which has been bred in New Zealand and trialled over many years and is owned by Prevar Limited. Prevar licensed global production and marketing rights to Fruitcraft. There are more than 100,000 PremA129 trees now planted in New Zealand with a further 250,000 trees being planted this winter. “We are on track to produce and export one million cartons of Dazzle® by 2028, which will make Dazzle® one of the most popular apples in New Zealand” said Mr Potbury.

Pattullo’s Nurseries owner, Kerry Sixtus, says he has been overwhelmed by the number of Dazzle® trees being planted. “We are way ahead of our targets for planting this apple variety. We don’t have many trees left in the nursery to sell, which shows the popularity and demand from New Zealand apple growers for Dazzle®.” New Zealand’s leading apple growers and exporters, including Mr Apple, Bostock New Zealand and Freshmax are all excited to see years of investment come to fruition with the new apple variety going global. Freshmax director Eddie Crasborn says it’s great to see the Dazzle® apple go global. “It’s been a collaborative approach by New Zealand’s largest apple growers, to promote the apple and cement the brand within the domestic and global markets. “We have all invested heavily in planting trees to grow Dazzle® as we believe it’s a winning apple that will be popular all over the worl

New Zealand exported a record volume of softwood logs in March, as shipments to most major markets increased, with further strength forecast through the rest of the year, according to AgriHQ, NZX's agricultural analysis business