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Rural Industries
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|| Introduction || Project listing|| Project Summaries ||
The Australian deer industry has an estimated gross value of production of around $5 million in 1996-97. The majority of the herd is in NSW and Victoria. Fallow and Red deer make up more than 90 per cent of the national herd. Other breeds (eg Rusa and Chital) are more adapted to tropical regions.
Australian venison production in 1996-97 is estimated at around 650
tonnes with around 80 per cent exported - approximately 50 per cent to
Europe with most of the remainder to Asia and the USA.
Velvet production/harvesting has increased in recent years with about 20
tonnes harvested in 1996-97. Over 75 per cent is marketed by the Australian
Velvet Pools Pty Ltd. By way of comparison, the New Zealand deer herd is
around 1.5 million with estimated slaughterings of around 300,000 animals
in 1996-97.
For 1996-97, processed venison production is estimated at around 18,000 tonnes, with velvet production at around 600 tonnes.
Research Highlights for 1996-97:
ENHANCING THE MARKETABILITY OF VELVET AND CO-PRODUCTS - A MANUAL
Objectives
· To raise awareness amongst all sections of industry practitioners in Australia of the marketing and production best practice in China of velvet and co-products with the aim of assisting Australian market penetration into the Chinese markets (Hong Knog and Taiwan inclusive). · To assist the industry with information requisite to formation of strategic alliances between Australian deer producers and Chinese buyers.
Background
Discussions with the velvet target markets in Hong Kong and China revealed little knowledge of Australia as a producer. Furthermore there are unanimous complaints on the lack of a quality assurance program and grading system for frozen and finished stock that approximated traditional Chinese practice. There was in the Australian industry no widespread knowledge of the unmet market demands or the region specific product specifications for co-products. These factors contribute to poor credibility of Australian deer products making it difficult for local deer farmers or vendors to export directly to Asia. There was therefore a need to redress and close the gaps in product information between producers, Australian and Asian marketers in an effort to improve the competitiveness of Australian velvet and co-products in the Asian markets.
Research
Invitations to assist with the compilation of the Manual were extended to and accepted by the Tianjin Traditional Chinese Medicine Group Corporation (TTCMGC), the second largest TCM manufacturer in China and the sole legal importer of Australasian velvet, Dr LZ Chen of Tong Ren Tang Australia, Dr Peter McInnes and the Red Deer Society of Australia.
Industry consultation was embarked upon to identify the practical and relevant key problem areas to be addressed in the compilation of the Manual. The draft Manual was circulated to the industry for consultation. Invited deer experts from TTCMGC then visited six deer farm locations in Australia to hold skill-share marketing seminars to discuss the draft Manual and to adapt it to Australian conditions. The information derived from the farm visits and the feedback solicited from the industry were then collated and incorporated in the final copy of the Manual.
Outcomes
The compiled Manual provides an insight into the farming, harvesting and marketing of deer velvet and co-products for Chinese markets and gives a useful insight into the factors that contribute to higher productivity and credibility for the products. The meeting with the Chinese deer farmers exposed the local deer industry to an exemplary Chinese deer farm and marketeer and facilitated a fruitful exchange of views and practical farming hints.
Implications
The findings of the project led to recommendations of strategic marketing guidelines relevant to the new Chinese markets for local green velvet and co-products. It is therefore essential that vehicles be developed to familiarise the industry with the Asian business corporate cultures. Production of high grade velvet requires specialised farming nutritional needs and long term capital investment. The Australian deer farmers need to be skilled in harvesting deer products correctly. The best returns are promised also to those who are prepared to invest in infrastructural support and those who have access to a marketing network.
RIRDC Project No: ORD-2A
RESEARCHER: Dr Hannah Yiu
ORGANISATION: Oriental Distributors Pty Ltd Store 70, Wool Corp Stores
422-436 Somerville Road FOOTSCRAY WEST VIC 3012
PHONE: 03 9315 1711 FAX: 03 9314 7159
VENISON MARKET DEVELOPMENT TOWARDS 2000
Objectives
· To develop by appropriate R&D, a permanent position
in the food service and specialist consumer markets for Australian farmed
venison. Address the need for market research to measure awareness of and
attitudes to venison.
· To secure the positioning through the continued development of
a program of quality enhancement using training and exchange of information
to farmers, processors and marketers.
· To facilitate the entry into selected export markets by removal
of regulatory and protocol constraints and provision of marketing support.
· To communicate the progress and activities in the program by way
of regular reporting to all sectors.
Background
Improvements to the quality and consistency of venison supplied to the food service markets bare being eroded by shortage of appropriate deer to supply venison and by lack of attention to producing product of good eating quality and processed and packed to correct specifications. Little qualitative market research had been conducted to highlight customer attitudes, and the only training and relevant information exchange to the industry was that conducted in the first venison market development project.
Research
Resource needs were researched and generic material produced for specific markets. Alliances were promoted and qualitative market research was conducted to establish customer attitudes and preferences. A program of public relations, communication and extension was instigated and followed by training workshops for producers and processors and separately for retailers. Focussed tutorials were conducted for the food and general media using a high profile chef. International customer awareness of venison was improved through trade show participation.
Outcome
As indicated in the final report, the stated objectives were achieved and general improvement in the image of the deer industry and venison product was observed.
Implications
Results of the project highlighted the need for constant monitoring of consumer attitudes, for a faster rate of improvement in venison processing, boning and packaging and assured eating quality and for adoption of new technology. Increase in deer numbers is critical to future market success and a halt in mass slaughter of female breeding stock must occur.
RIRDC Project No: VMD-2A
RESEARCHER: Lynelle R. Tume
ORGANISATION: Lynelle Tume Consulting 16 Martingale Court CLEVELAND QLD
4163
PHONE: 07 3821 4200 FAX: 07 3821 4211
DEVELOPING VALUE ADDED VENISON PRODUCTS FROM FOREQUARTER
Objective
· To develop a range of value added venison products derived
from the forequarter, for the Australian domestic market, to increase carcass
utilisation and demand of venison.
· To construct an industry manual of the value added products to
encompass forequarter venison characteristics, formulations, methods of
manufacture, processing equipment and product specifications to ensure
effective research and development transfer to the manufacturing sector.
Background
Venison from the forequarter makes up a considerable proportion of a carcass, and has proven troublesome for venison wholesalers to market. Furthermore, the value of forequarter meat is low, costly to store, and usually in low demand as a raw product.
Research
To develop the products described it was necessary to determine and describe with accuracy the characteristics of venison. Analysis of protein, fat content, pH, water holding capacity, toughness, muscle structure, and colour of meat, and characterisation of the various fatty acid components of deer fat, plus fat melting properties were determined. The product formulations presented in this manual are based on these analyses, and have been rigorously tested for repeatability.
Outcomes
The range of products described in the manual is not comprehensive, but represents a number of different types of product that can be utilised in various food marketing sectors. It has been designed so that scale-up production for the various formulations could be achieved easily by following the flow charts provided, with the proviso that these charts may change slightly depending on the equipment available.
Implications
There are both domestic and export marketing opportunities for the products described. In particular, the convenience foods (finger foods) represent perhaps only the tip of the iceberg for marketing potential in a world increasingly geared towards purchasing prepared meals. This study has demonstrated that forequarter venison is both suitable and readily available for manufacture of such products, and that product consistency is achievable. Large scale uptake of forequarter and trim may require industry pooling of this product, to make manufacture of various product lines economically feasible. The challenge is now with the deer industry to further develop the potential of these products.
RIRDC Project No: UWS-8A
RESEARCHER: Dr Robert Mulley
ORGANISATION: University of Western Sydney - Hawkesbury RICHMOND NSW 2753
PHONE: 045 701 438 FAX: 045 701 255
EMAIL: r.mulley@uws.edu.au
PUBLICATIONS: RIRDC Research Paper 96/8, (1996). A Manufacturers Guide to Venison Forequarter.
Last updated: 22 October1997
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http://www.rirdc.gov.au/97comp/deer.html