Jamie Mackay recently had a conversation about deer with Tony Cochrane, national velvet manager for PGG Wrightson.

But Jamie wanted to touch on venison first, contending that New Zealanders don't eat enough of one of the great meats.

Tony agreed but pointed out that price is a factor - although recently prices have come into line.  With venison being such a high protein, low fat option, he reckons we should be eating venison once a week.  COVID had reduced demand for venison overseas but the hind kill has been increasing over the last few years.  Going forward the industry is in good shape with three strong markets - the U.S., E.U. and China.  The price is currently sitting 'round $9 a kilo.

Coming into spring, should be 'round $10.  He's hoping for 'round 11 or 12 as soon as possible.  Jamie reckons at these prices, venison could be an alternative to beef and lamb.

But what about velvet?  It's very dependent on the Asian community.  How has lockdown affected this?  Tony said it's been a topsy-turvy season for velvet.

It started strong wit support from South Korean health food companies.  Once those big contracts were filled, demand fell away. With huge stocks on hand, there wasn't the demand for fresh season velvet.  A lot of producers have been constrained by slower sales and stocks that hadn't sold.

But stocks are moving now and the long-term outlook is strong with both the Chinese and Korean economies looking to lift their GDP's.  

With the tourism sector opening up again, Jamie wondered about renewed demand for trophy stags.  Tony said there are some massive heads out there with tourism being at a standstill for a couple of years.  He says demand for trophy stags is an essential third leg for the deer industry.