DRAFT

Deer Research and Development 
Program 2000-2005

ã Copyright 2000 RIRDC. All rights reserved  Please read our disclaimer.

RIRDC is making this draft available to enable wide discussion and consultation in the industry on the future of research and develoment in the deer industry over the next five years.

Please feel free to study the draft and send any comments you wish to: Peter Core, Research Manager, Deer Program, at peterc@rirdc.gov.au

 

Foreword	SWOT Analysis
Purpose of the Plan	Key R&D Priorities for the Industry
Vision and Mission Statements	The R&D Plan For 2000-2005
Background	Objectives
Industry Summary	Allocation of R&D Resources
Industry Structures,  Development	Table 1 - R&D objectives addressing key issues
Key Challenges for the Industry	Table 2 - Proposed funding allocation
Appendix 1 RIRDC Deer Industry R&D Advisory Committee Terms of Reference   Membership Terms/Fees Operations   Accountability
Appendix 2 RIRDC funded research projects initiated and completed during 1996 - 2000 RIRDC funded research projects initiated during 1996 – 2000 and ongoing


 

Foreword

Within the context of the Corporation's Five Year Plan, we have committed ourselves to the development of five-year plans for each of the major RIRDC programs.  Deer R&D has been supported by the Corporation and its predecessor since the mid 1980's.  This is the second plan for the Corporation and one more step to meeting our commitment of having plans for each of the major programs that we manage.

The majority (at least 90%) of commodities produced by Australian Deer Industry are sold in export markets.  This makes the industry especially vulnerable to international market forces over which it has no control (international exchange rates, international import requirements etc) and to international competition from the world's largest industry and close neighbour, New Zealand.

RIRDC and the industry believe that production research is not sufficient to encourage expansion of the Deer industry but a program of research that is inextricably linked to programs of extension and communication of the practical messages determined from the research are essential.

The plan identifies eight key objectives for the R&D investments made on behalf of the deer industry and the Commonwealth Government.  Each of the objectives is important in its own right and all mutually supports each other towards the development of a deer industry, which is a highly profitable and efficient mainstream agricultural enterprise.

This publication was developed with reference to the RIRDC Deer Research and Development Program 1996-2000 and in consultation with industry, especially the Deer Industry Processors Association (DIPA), the Australian Venison Processors Association (AVPA), Australian Deer Horn and Co Products Pty Ltd (ADH), Deer

Projects and Developments Pty Ltd (DIC) University Researchers and various state departments of Agriculture.  The plan details the agreed strategic R&D needs of the industry, that RIRDC will pursue in partnership with industry, according to available funds.

The plan is for all stakeholders in the industry.  It will be distributed widely by the Corporation and used by RIRDC's Deer Industry Research and Development Advisory Committee to guide ongoing R&D investments.  Details of this committee are set out at Appendix 1 of the plan.  The plan is in accordance with the provisions of the Primary Industries and Energy Research and Development Act 1989.

Peter Core
Managing Director
Rural Industry Research and Development Corporation 

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Purpose of the Plan

This plan has four main purposes:
 
• To present the rationale for the Corporation's Deer Industry R&D program that RIRDC manages on behalf of industry and the Commonwealth Government.
• To provide clear direction regarding Deer Industry R&D needs and priorities for the period 2000 to 2005
• To encourage, and support, discussion and interaction between RIRDC, Deer Industry stakeholders and the wider research, development and extension community.
• To ensure the needs of the industry are identified and incorporated, into immediate and long term planning decisions.


This plan, which is a logical progression from the 1996 – 2000 five year plan, is developed from extensive national consultation with producers, DIAA, AVPA, ADH, DIC, University researchers and State Departments of Agriculture. Where practical, consultation was undertaken by direct interview of stakeholders but generally was via post, telephone, fax and email communication.

Readers should regard the Plan as a living document that Industry will update as circumstances require.  The Plan provides a basic framework through which all sections of the industry and providers of R&D support will be encouraged to work towards achieving the objectives of the Plan to enhance the sustainable development of the Australian Deer Industry.

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Vision and Mission Statements

The vision and mission for the future shared by industry stakeholders, RIRDC and those involved in research development and extension is:
 

Vision Statement

An Australian deer industry which is a profitable and efficient mainstream agricultural enterprise, based on the growth and development of participants, producing internationally competitive premium products.

Mission Statement

To be a professionally organised and coordinated industry working to world's best practice by:
 
• increasing financial viability for all sectors of the industry;
• improving organisational integrity and leadership;
• developing premium products of quality assured international standards to world markets;
• improving education and development within the deer industry; and
• increasing promotion and research for all aspects of the deer industry.

Background

Industry Summary

Deer are not indigenous to Australia.  They were introduced into Australia during the Nineteenth Century under the Acclimatisation programs governing the introduction of exotic (non native) species of animals and birds into Australia.  Introduced animals, representing six species of deer were released at various locations.  The animals dispersed and established wild populations at various locations across Australia mostly depending upon their points of release into the wild, and formed the basis for the deer industry in Australia today.

Commercial Deer farming in Australia commenced in Victoria in 1971 with the authorised capture of rusa deer from the Royal National Park, NSW.  Until 1985, only four species of deer, two from temperate climates (reds, fallow) and two tropical species (rusa, chital) were confined for commercial farming.  Late in 1985, pressure from industry to increase herd numbers saw the development of import protocols and in turn, the introduction of large numbers of Red deer and Red deer/North American Elk (Wapiti) hybrids from New Zealand and North American Elk (Wapiti) directly from Canada.

Statics compiled during 1997/99 suggest that in 1997/98 there were approximately 190,000 deer in Australia.  Fallow deer comprise about 49%; Red deer (including red hybrids) comprise about 39%, Elk/Wapiti about 3%, Chital about 2.5% and Rusa 6.5% of the total farmed deer population.

The national farmed deer herd is distributed through all states although the majority (56.5%) are in NSW and Victoria.

The number of animals processed annually has continued to increase, despite the downward trend in venison prices, since 1997.  Of concern is the apparent increase in the number of female animals processed (may suggest that the industry’s production capacity is reduced) and the number of 'whole herds' committed for processing.  Although in excess of 40,000 animals were processed in 1998/99 and a similar number is expected to be processed in 1999/2000, there is justified concern that future years may see a dramatic drop in production.

Average venison prices (weighted to consider variations of price paid relative to hot carcase weight and less the industry levy) did improve from an industry low of approximately $1.60/kg hot carcase weight in June 1999 to approximately $2.50/kg in October 1999.

From 1997 average prices (weighted to consider variations in price paid for different grades within and between species) for velvet antler were similarly depressed (about $22.50/kg) but 1998 prices showed a slight recovery (up to about $36.50/kg).  The recovery continued into 1999 where average prices exceeded $100/kg.

At least 85% of all venison produced in Australia is exported, principally to Europe and at least 90% of all velvet antler produced is exported in an unprocessed state to Asia.

The industry has embarked on a Quality Assurance program that is slowly growing, in an effort to increase client confidence in the commodities it produces and to guarantee international market access for those commodities.

The Australian Velvet Accreditation scheme continues to have a positive effect on quality that in turn has a positive effect on price paid to growers.

The industry appears to be showing limited signs that it is emerging from a state of depression caused by both internal and external factors that include: (i) the Asian currency downturn; (ii) the industry's lack of competitive advantage in influential markets (particularly in respect to New Zealand competition), and; (iii) within industry processing and marketing competition for limited product volumes of venison.

Industry Structures

From the formation of the Australian Deer Breeders Federation in 1979, the industry representative body has evolved through the Deer Farmers Federation of Australia to the Deer Industry Association of Australia Ltd (DIAA), which was registered in 1995.

The DIAA represents all sectors of the Australian Industry and members subscribe directly or through state branches, breed societies or processing associations.

The industry has established two product development and marketing companies, the Australian Deer Horn and Co products Pty Ltd (ADH) and the Deer Industry Projects and Development Pty Ltd, which trades as the Deer Industry Company (DIC).

ADH was formed with assistance from RIRDC.  It collects and markets Australian deer horn and co products on behalf of Australian deer farmers.  It promotes the harvest of velvet antler according to the strict quality assurance (QA) program promoted by the industry.  The company also plans and co-ordinates regular velvet accreditation courses for Australian deer farmers.

DIC undertakes project work to assist the industry achieve its goals as described in the Industry five year plan, or otherwise as required by the DIAA.

Industry Development

Industry estimates suggest that until the early 1990's the rate of the annual increase in the number of farmed deer was up to 25% but after 1993 this rate of increase fell to probably less than 10%.  Main reasons for the decline in the deer herd growth rate at such a critical time in industry development were: (i) severe drought conditions up to 1998 affecting Eastern Australia during 1993-96 (in some areas the drought lasted until 1998) and (ii) the consequent slaughter of large numbers of breeding females, at very low prices.  These factors combined to decrease confidence within the industry.  Lack of confidence saw a drop in new investment within the industry and a lack of willingness of established farmers to expand their herds.

With the development of strong overseas markets for venison (RIRDC funded venison market development program) and velvet (Australian Deer Horn and Co Products Pty Ltd) and prospect of better seasons ahead in 1996, the trends described were seen to have been significantly reversed.  However, the relatively small size of the Australian herd was seen to impose undesirable restraints on the rate at which herd numbers could be expanded to meet the demands for products.

Supply difficulties were exacerbated when the supply of products, particularly venison was maintained by the slaughter of young breeding females.  The net result was depletion of the industry's female breeding herds.

Research and Development

Industry research and development programs are funded by statutory levies on sales of animals for venison, velvet antler sales and the sale live animals into export markets.  The bulk of funds are collected from levies raised by the deer slaughter levy (venison).

RIRDC funded projects within objectives of the 1996 – 2000 five year plan including animal nutrition, pasture quality, carcase quality, antler harvesting, promotional material, technical bulletins).  All have generated a significant volume of research information, which compliments similar research undertaken in New Zealand and other deer farming countries.

Major projects funded by levy funds include the Venison Market Development project during 1992 to 1996, which saw a dramatic increase in international demand for Australian venison and increase in the domestic consumption of venison.

However, the rapid increases in exports of venison were accomplished at the expense of maintaining the size of the national herd, (depletion of female stock through slaughter for venison and live exports).

In an effort to maintain existing venison markets in the short term and to increase them in the long term, the industry's top priority (in 1997) became the increase in size and production capacity of the national herd. However, since 1997, the decline in farm gate returns has significantly reduced industry confidence and has seen an increasing number of producers leave the industry and a decreasing interest in new investment in the industry.

The average annual budget allocated for Deer Industry research during the 1996-2000 Deer Industry Research and Development program ranged from $200,000 to $250,000.  The majority of these funds are obtained from the deer slaughter ($0.18/kg hot carcase weight).

Some sections of the industry strongly advocate a reduction of this industry levy (relatively high compared to similar levies for other species of stock) to increase farmer returns.

Future discussions on levy reduction should be undertaken objectively and must consider:

(i) Future production forecasts

(ii) Likely funds available for research sourced from an amended levy linked to realistic production forecasts

(iii) Industry expectations of its research and development programs

(iv) The availability of research funds to meet research and developed expectations.

Key Challenges for the Industry

• Key Challenges in Production
• Production Efficiency and Understanding Consumer/Market Requirements
• Product Quality and Strategic Alliances
• Economics of Production
• Key Challenges in Marketing
• Key Challenges in Communication

Key Challenges in Production

Production Efficiency and Understanding Consumer/Market Requirements

Many producers do not understand that they ultimately control most of the attributes of commodities required by consumers.  They must be more willing to adopt feeding and general management regimes that see the industry's sale products consistently meet consumer needs and so increase average farmer returns.

RIRDC has funded many worthwhile production related research projects on behalf of industry. Reports of all projects are produced for appropriate scientific journals, in industry publications and at various industry forums throughout Australia.

Technology to improve production is available from completed Australian and International research. However, many of those involved in farm production manage their production system using anecdotal information. They are reluctant to change and accept that many early practices do not equate with commercial and profitable production of meat (venison) and antler.

Product Quality and Strategic Alliances

Available data show a considerable decline in farmer returns for venison during 1998/99.  Although a major reason for the decline is traceable to factors beyond industry control, venison production data clearly show that Australian producers can significantly improve some aspects of poor carcase quality.  New Zealand information presented at the 1998 Industry AGM discussed the benefit of cooperative alliances between producers and processors in that country.  It appears reasonable that strategic alliances compel producers to ensure animals offered for sale meet minimum quality standards and compel processors to develop long term business relationships with clients based on supply of quality products at mutually acceptable prices.

To survive, Australia's deer farmers need to receive relatively high returns, compared with other livestock species for the meat they produce.  Consistently high returns are only achievable when direct within industry competition in markets is minimised, Quality Assurance programs are developed and adopted, and strategic supply alliances that guarantee clients consistently receive products that meet all of their specifications is implemented.

Economics of Production

Many existing deer farms are unprofitable because they lack economies of scale.  Small, likely uneconomic, units will continue to persist while owners do not rely on their deer enterprise for their primary source of income.  Until this situation changes, industry issues of poor quality of production from unprofitable production systems are likely to persist.

However, estimates suggest that 60 to 80% of the deer in Australia are owned by 20 to 30% of the owners.  Research and extension programs should concentrate on those commercial producers whose enterprise size suggests their commercial sustainability.

Key Challenges in Marketing

International and domestic market access continues to be compromised by a lack of understanding or acceptance of market requirements.

Producer commitment to programs that overtly demonstrate industry's collective commitment to meeting market specifications of product quality, animal welfare, disease status and absence of contaminants is essential for the immediate and long term future of the industry.

Although some issues of market access are of a political nature and so are not generally influenced by research programs, most issues related to consistency of product quality and consistency of supply relate to the availability of improved technologies and preparedness of producers and processors to use them.

Key Challenges in Communication

Anecdotal information suggests that producer confidence in Industry organizations is low and in particular, that DIAA does not always represent whole of Industry views. However, research funded by RIRDC, (Deer Industry Development Project 1997 to 1999) shows that in 1997/98, more than 50% of deer farmers were members of the DIAA and that farmers that were members of the DIAA owned about 75% of the known farmed deer population. The research also shows that in excess of 60% of the farmers that manage small deer herds, (less than 100 deer) were not members of the DIAA.

The challenge for Industry organizations and in particular the DIAA is to strengthen linkages with their farmer members by facilitating appropriate industry extension programs and communication/liaison infrastructures.

A significant aspect of this challenge is to encourage producers to read and objectively consider information provided to them, especially that generated by research undertaken with industry funds.

SWOT Analysis

An analysis of the Australian Deer Industry recognises that the industry has strengths, weaknesses and opportunities and faces threats outlined in tables below. Each factor is identified with major industry challenge areas described in section four above.
 

Strengths

Factor	Production	Marketing	Communication
Established industry in all states	Y
Generally good health status of existing national herd	Y
Broader spectrum of species farmed than in any other deer farming country	Y
Existing markets for all products		Y
Wide range of internationally recognised products, particularly venison and deer horn (velvet antler) that allows year round supply (venison) to markets		Y
Ability to process venison for Hal-Al markets		Y
Health and nutritional advantages of deer products are accepted by international consumers		Y
Developing industry Quality Assurance program and quality marks for major products	Y	Y
Independent Quality Assurance Board	Y		Y
Existing Velvet Accreditation Scheme		Y
Established industry organisational structures			Y
Established good working relationships with key government support organizations (RIRDC)			Y
Well established industry communication channels (national industry journal, RIRDC newsletter, branch publications)			Y
Statutory levies in operation since 1992 that provide funds for R&D projects and residue testing, although some industry stakeholders currently question high levy rates	Y	Y	Y
Availability of research facilities and experience and interest of researchers	Y	Y	Y
Technical production data available	Y
TAFE training courses for deer farming operating in Victoria	Y		Y
Excellent promotional material available		Y	Y
The R&D plan for the deer program provides R&D guidelines to RIRDC and the Deer Industry for 2001 to 2005	Y	Y	Y
The Clean-green image of Australia’s agricultural production		Y
Quality genetics for all breeds available relatively cheaply	Y

Weaknesses

Factor	Production	Marketing	Communication
Inconsistent quality of animals sold for venison (management)	Y	Y
Inability of producers to objectively and accurately assess live animals	Y	Y
Production not matched to market demand	Y	Y
Forward selling contracts generally not available to producers		Y
Gambling mentality of producers (lack of loyalty, short term view)		Y
Lack of quality assured deer transporters	Y	Y
Perceived lack of trust/confidence between producers and processors			Y
Industry size does not generate the volume of product required for an export oriented industry		Y
Perceived poor information flow from DIAA and RIRDC to industry members			Y
Industry dominated by small, non commercial scale, enterprises	Y
Industry representative groups are predominantly controlled by people who manage small (likely uneconomic) production systems			Y
Perceived lack of commitment to the "big picture" by industry organizations			Y
High statutory levies compared to other livestock industries	Y	Y	Y
Farmers lack interest in membership of industry organizations formed for the benefit of the industry at large			Y
Strong industry marketing support structures do not exist for coordinated development of export and domestic markets, and marketing is generally based on opportunist enterprise marketing		Y
Most farmers do not have a background in livestock management and do not rely on their deer enterprise as their primary source of income	Y
Current economics do not encourage traditional farmers to diversify into deer farming	Y
Lack of uptake of available research and market requirement data			Y
General lack of appropriate handling facilities on many farms which has direct affect on product quality	Y
Between species competition that is negative to industry development		Y	Y
Significant within industry competition to market limited production		Y
Lack of government funded extension services available to other industry groups			Y

Opportunities

Factor	Production	Marketing	Communication
Diverse nature of production areas combined with the existing range of farmed species ensures an ability to supply international markets throughout the year		Y
Increase fallow deer herd to take advantage of existing export markets and compete in parallel with New Zealand rather than directly	Y	Y
Existing established markets available for target marketing programs		Y
Piggy back on NZ investment in markets		Y
Develop "cooperative farms" to improve economics of scale	Y
Develop long term strategic alliances between groups of farmers and processors to guarantee minimum prices for guaranteed supply of product guaranteed to meet strict quality specifications		Y
Encourage adoption of the industry QA program and the industry QA trade marks		Y
Establish an email register for industry members to improve communication efficiency			Y
Establish a register of domestic wholesalers of Australian venison			Y
Explore cost effectiveness of value adding velvet antler products and direct marketing opportunities for processed Australian antler products		Y
Explore specific advantages of each species (both venison and velvet antler) and cooperatively exploit them in the market for the benefit of the whole industry		Y
Availability of low cost breeding stock for new enterprises	Y
Existing sheep and cattle properties easily adapted for deer farming	Y
Potential for collaborative international involvement in international R&D programs especially those relevant to meat quality and animal welfare issues	Y	Y	Y
Broaden genetic base of the national herd by selective introduction of superior stock that increase industry ability to meet market specifications for products	Y	Y
Develop within breed strains of deer specialised for either velvet antler or venison production		Y
Establishment of State government industry specialists			Y

Threats

Factor	Production	Marketing	Communication
Dominance and control of International markets by the New Zealand industry		Y
International currency exchange rate fluctuation (reliance on export markets)		Y
Failure to meet export market requirements imposed by governments of importing countries	Y	Y
Relative price of competitor products in domestic markets (kangaroo)		Y
Potentially restricted access to European venison markets related to velveting concerns		Y
EU regulations including CITES with respect to Mesopotamian fallow deer		Y
Gradually increasing production in main export markets (Europe) that may eventually depress demand		Y
Ill founded animal welfare concerns, particularly related to velveting	Y	Y
Continued reduction in the national herd by drought and female slaughter	Y
General lack of solvency within the industry	Y
Lack of viability of small herds	Y
Costs of government legislation including residue testing, Johne's disease testing and velvet harvesting	Y		Y
Transmission of diseases from other livestock	Y
Accidental entry to Australia of exotic diseases of pests to which deer or susceptible or which subsequently compromise access to product markets	Y
Lack of new market development		Y
Basis of support for industry organizations is increasingly narrow			Y
Ongoing lack of cohesion between breed groups and state interest groups			Y
Insufficient investment by industry in R&D and extension programs	Y	Y	Y
Negative perceptions of the industry by some consumer and animal welfare groups			Y
Within industry personality conflicts			Y
Limited social interaction within the industry			Y
Under capitalised industry organizations			Y
Reluctance of skilled people to undertake industry organizational tasks			Y

Key R&D Priorities for the Industry

The only Deer Industry issues considered and included in this plan are those that can be directly addressed by R&D programs. Other issues can only be addressed by non R&D programs and rely directly on industry imports for solutions.

The following are key issues identified during consultation with industry:
 

INDUSTRY ISSUE	BACKGROUND	R & D  PRIORITIES
1. Small Australian herd	The Australian deer herd is too small to reliably service a sustained demand for product. This has been exacerbated during the recent period of low prices.	·  Increase the annual production of Australian venison and velvet antler and, ·  Encourage adoption of known production technologies to improve reproduction performance of the Australian herd
2. Low on-farm production efficiency	Production efficiency on-farm is low because of slow uptake of new livestock management techniques and nutrition technologies.	·  Improve profitability of commercial deer farms by improving on-farm production efficiency including: i   Reproductive performance ii   Feeding efficiency iii   Transport efficiency ·  Encourage adoption of known nutrition technologies and management techniques to improve farm productivity
3. Slow producer uptake of QA	Australian producers have been slow to adopt quality assurance measures (QA) on-farm. QA helps to establish benchmarks for carcase quality. QA enhances product integrity and this has positive implications for market acceptance of Australian product.	·  Enhance product integrity by: i   Increasing the adoption of the industry QA accreditation program ii  Strengthening links between the industry QA program and the industry QA trade marks  iii  Researching issues of product safety, venison eating quality and community health issues and animal welfare concerns.
4. Market base for Australian product too small	Australia directly competes directly with other countries (NZ) in existing markets	·  Build demand by broadening the specialty international and domestic market base
5. Low farm profitability	The industry is based on farms that were profitable during the speculative expansion phase of the industry. The industry must be based on deer farming enterprises that are profitable and sustainable.	·  Improve farm profitability by establishing supply chain infrastructures, particularly strategic alliances that link production, processing and marketing, that help supply high quality products
6. Poor live animal assessment skills	Australian farmers’ live animal assessment skills are poor as reflected in the average quality of stock sold for processing and subsequently average prices paid by processors.	·  Improve growers’ practical skills by developing a live animal assessment system that can be applied accurately on-farm to help maintain quality and consistency of product.
7. Potential future adverse impact of chemical velvet harvesting on consumer acceptance	There is an adverse public reaction to velveting generally. Future Quality Assurance may dictate freedom from analgesics and sedatives in velvet antler used as a food product.	·  Develop a painless non-chemical means of harvest that meet community animal welfare and QA standards and may add to farm profitability.
8. Existing markets for deer antler may be over supplied if significant increases in international production occurs	Velvet antler price remain relatively high yet volatile. Prices principally determined by demand from Korea and Chins. The domestic Australian market is untapped and more information is needed to help identify market opportunities.	·  Identify and develop a domestic market for value added deer antler to help improve the economics of production on-farm.
9. Poor industry livestock management handling skills	Australian deer farmers are slow to adopt improved livestock management techniques and handling technologies. There is a need to encourage a more commercial approach to venison and velvet production	·  Encourage the uptake of known and new techniques and technologies through extension programs, so that on-farm productivity and profitability can be improved and the Australian deer herd size increased so that producers can sustain a reliable supply of quality product to available markets.
10. General lack of knowledge and appreciation of the uses and effects of deer antler	There is a poor appreciation among the Australian community of the benefits to health from deer antler products.	·  Document existing information and research therapeutic and other uses of deer antler products and encourage consideration by health food businesses.
11. Generally poor understanding or acceptance of animal nutrition requirements	Australian farmers have a poor understanding of the nutritional requirements of deer.	·  Research the pasture species requirements of deer. ·   Improve growers understanding of the nutritional requirements of deer, particularly for different climatic regions.
12. lack of genetic predictors for venison and velvet production	Genetic predictors to help identify future venison and antler production potential in young male stock are not available in Australia or are poorly researched.	·  Research genetic predictors to help identify future venison and antler production potential in young male stock
13. Poorly developed market information database	Consistent velvet and venison market data have only been compiled for the last few years.	·  Further develop the database and seek ways of better analysing and presenting data to meet industry needs.
14. Poor intra-industry communication	Assistance and information need to be communicated to growers so that they can upgrade their on-farm performance. Improved intra-industry communication will enhance industry cohesiveness and accelerate industry development.	·  Improve communication within the industry, and particularly between the DIAA and its member growers and encourage greater involvement of and interaction between members.  ·  Encourage industry members to read and consider data that is provided on a regular basis.

The R&D Plan For 2000-2005

The overall objective of the plan is to encourage the sustainable expansion of the Australian Deer industry.

R&D objectives for 2000 to 2005 are:

1. To increase the size of the Australian Deer herd

2. Improve on farm production efficiency

3.Increase adoption of improved production technologies

4. To develop domestic and international markets for processed deer antler

5. Improve the average quality of animals processed

6. Develop specialty international and domestic markets for Australian venison and develop supply chain management programs

7. To develop a non-chemical means of harvesting velvet

8. Improve confidence in industry representative groups
 
 

OBJECTIVE ONE

To increase the size of the Australian Deer herd


 




 


 

OBJECTIVE TWO

Improve on farm production efficiency



 


 


 
 


 
 

OBJECTIVE THREE:

Increase adoption of improved production technologies






 


 
 

OBJECTIVE FOUR

To develop domestic and international markets for processed deer antler



 


 


 


 

OBJECTIVE FIVE

Improve the average quality of animals processed



 


 


 


 
 
 

OBJECTIVE SIX

Develop specialty international and domestic markets for Australian venison and develop supply chain management programs



 




 


 
 

OBJECTIVE SEVEN

To develop a non-chemical means of harvesting velvet


 


 


 


 

OBJECTIVE EIGHT

Improve confidence in industry representative groups


 


 


 


 

8. Allocation of R&D Resources

Funding for industry R&D is provided by levies allocated from the sale of venison, velvet antler and live exports.

Negligible revenue is obtained from live animal exports.  Average annual revenue available from current venison levies ($0.18/kg hot carcase weight) and levies on velvet antler (5% of gross value) for R&D progress is about $200,000.

Table 1 below summarises complimentary objectives for the 2000-2005 Deer Industry Plan and demonstrates the flexible boundaries of the objectives than enables key issues to be considered in parallel or in sequence.

Suggested allocation of funds described below (figure 1) is based on a general indication of current industry priorities identified during recent industry consultations.  The allocations are only a suggested guide as many of the objective overlap in their strategies and targets.

Table 1 - R&D objectives addressing key issues

ALLOCATION  (%)

KEY INDUSTRY ISSUES

RESEARCH OBJECTIVES

1. Small Australian Herd

2. Low On-Farm Production Efficiency

3. Slow Producer Uptake Of Qa

4. Market Base For Australian Product Is Too Small

5. Low Farm Profitability

6. Poor Live Animal Assessment Skills

7. Negative Impact Of Chemical Velveting On Consumer Sentiment

8. Few Deer Antler Markets

9. Poor Industry Livestock Management And Handling Skills

10. Limited Knowledge Of The Use Of Deer Antler

11. Poor Understanding Of Animal Nutrition Requirements

12. Lack Of Genetic Predictors For Venison And Velvet Production

13. Poor Ly Developed Market Information Database

14. Poor Intra-Industry Communication

10 %

1.Increase National Herd Size

M

M

M

Y

M

Y

5 %

2. Improve On-Farm Production Efficiency

M

M

M

M

M

M

M

M

M

Y

20 %

3. Increase Adoption Of Improved Production Technologies

M

M

M

Y

M

Y

M

M

Y

Y

5 %

4. Develop Markets For Processed Deer Antler

M

Y

Y

M

M

Y

M

10 %

5. Improve Average Quality Of Animals Processed

M

M

M

M

M

M

M

M

Y

Y

Y

35 %

6. Develop Markets For Australian Venison

M

Y

Y

Y

M

10 %

7. Develop Non-Chemical Velvet Harvesting

M

Y

M

5 %

8. Improve Confidence In Representative Groups

M

Y

M

Y

M

Y  Minor contribution; M  major contribution.

Table 2 - Proposed funding allocation

1. Increase National Herd size	10%
2. On-farm Production Efficiency	5%
3. Increase Adoption of Improved Production Technologies	20%
4. Develop Markets for Deer Antler	5%
5. Improve Average Quality of Animals Processed	10%
6. Develop Speciality Markets for Australian Venison	35%
7. Develop Non Chemical Velvet Harvesting Techniques	10%
8. Improve Confidence in Industry Representative Groups	5%
TOTAL	100%


 

Appendix 1

RIRDC Deer Industry R&D Advisory Committee

Terms of Reference

1.  To foster and initiate R&D in areas identified by the Deer Industry R&D Plan.

2.  To invite, commission and consider proposals for R&D support in accordance with the Deer Industry R&D Plan and general Corporation guidelines.

3.  To prepare an annual operating plan program for RIRDC Board consideration.

4.   To facilitate the dissemination, adoption and commercialisation of the results of research within the industry.

Membership

1.   Chairperson of the Advisory Committee to be nominated by the Deer Industry Association of Australia (DIAA) President and agreed with the RIRDC Chairperson.

2.   Four members nominated by the DIAA.

3.   One member nominated by RIRDC who, in the first instance, will be Mr Peter Core.

4.   The Deer Research Manager.

(Industry nominees who are directors of Deer Industry Projects and Development Pty Ltd or the Australian Deer Horn Company are precluded from being on the R&D Advisory Committee due to potential conflict of interest situations).

The membership of the Committee at end June 2000

CHAIRPERSON
Ms Nola Anderson
26 Arcadia Way
ELTHAM NORTH  VIC  3095
Ph: (039) 431 2360

MEMBERS
 

Dr Laurence Denholm
PO Box 1564
ORANGE  NSW  2800
Ph: (063) 913 863 (w)  (063) 613 268 (h)
Fax:(063) 613 268

Dr Paul Presidente
Victorian Institute of Animal Science
475-485 Mickleham Road
ATTWOOD  VIC  3049
Ph: (039) 217 4393
Fax:(039) 217 4328

RIRDC RESEARCH MANAGER

Mr Peter Core
Rural Industries R&D Corporation
PO Box 4776
KINGSTON  ACT  2604
Ph: (02) 6272 4819
Fax:(02) 6272 5334
Email: peterc@rirdc.gov.au
 

New Member to be appointed
 

Terms/Fees

Industry members will be appointed to the R&D Advisory Committee for a period of two years.

Advisory Committee members nominated by industry will be paid for their services in accordance with the determinations of the Commonwealth's Remuneration Tribunal.

The sitting days for the Advisory Committee will be determined by the Chairperson of the Committee in accordance with Commonwealth guidelines.

Operations

The operations of the Deer Industry R&D Advisory Committee will be consistent with the Corporation's charter under the Primary Industries and Energy Research and Development Act and RIRDC's Corporate Five Year Plan.

Advisory Committee members are expected to declare any conflict of interest relating to membership of the Advisory Committee to the Managing Director of the Corporation before appointment or at any time as such conflict may arise during membership of the Committee.

Accountability
The Deer Industry R&D Advisory Committee is a Committee of the Corporation but is expected to develop and maintain strong links to industry with particular reference to the Deer Industry Association of Australia Ltd, through the DIAA's R&D Policy Committee.

The Committee is expected to operate in accordance with the Deer Industry R&D Plan which will be drawn up jointly by RIRDC and DIAA.

The DIAA will make one of the industry members responsible for liaising with the DIAA's R&D Policy Committee, for providing them with written advice on the R&D Committee's activities and decisions and for alerting them to matters impinging on research policy.

Appendix 2

RIRDC funded research projects initiated and completed during 1996 - 2000
 

Project No.	Project Title	Start Date	Finish Date
ADH-1A	Australian Deer Horn & Co Products trip to China and Korea to investigate marketing options of deer horn and deer co-products for the Korean and Chinese markets	10/31/97	5/29/98
ADH-2A	Microbial Flora of Velvet: A Pilot Study	11/1/97	6/30/98
CSS-1A	Adding value to venison trimmings using cold set binders	8/1/97	8/18/98
DAS-43A	Development of an Ecchymosis grading chart	7/13/95	10/31/95
DAV-100A	Maintaining year-round production of quality venison: the use of "immunocastration" vaccines to control "rutting" behaviour	7/1/95	10/31/97
DEN-2A	Deer products R&D newsletter	11/9/95	9/30/96
DEN-3A	Consultancy: Production of 'Deer Products R & D Newsletter'	12/1/96	9/30/97
DIA-1A	Venison Market Development in Europe	7/1/98	6/1/99
DIP-1A	The development of the deer industry as a major Australian livestock industry	5/1/97	6/30/99
DIP-2A	Venison Carcass Specifications Manual	5/17/99	11/1/09
FPL-1A	Exporting Venison to Israel	12/21/98	3/31/99
MS967-15	John Andrews travel to attend the Tas and SA deer conferences	7/6/96	8/15/96
MS967-16	Deer R & D Plan	10/1/96	10/31/96
MS967-37	Editing and typesetting of the Short Report on Vension Market Development Program (VMD-2A)	4/1/97	4/30/97
MS978-07	Sponsorship of Deer Industry Association of Australia Conference 19-21 Sep 1997	9/19/97	9/21/97
MS978-23	Trip to New Zealand to explore deer velveting and Associated Workshop	12/4/97	6/30/99
MS978-34	Australian Deer Industry Manual No. 1 (publication)	11/21/97	11/21/97
MS978-35	2nd World Deer Farming Congress, Limerick, Ireland, 24 June to 27 June 998	6/24/98	6/30/98
MS978-38	Australian Deer Industry Manual No. 2 (publication)	3/4/98	6/30/98
MS978-39	Report of Operations to the Deer Industry Association of Australia	3/13/98	6/30/98
MS978-41	Australian Deer Industry Manual No. 3 (publication)	3/9/98	6/30/98
MS989-44	Sponsorship of Deer Industry Association of Australia Conference 27-28 March 1999	2/27/99	2/28/99
MS989-45	Meat Inspection Costs for Emerging Industries	1/1/99	6/30/99
TA989-42	Attendance at the 6th International Colloquium on Paratuberculosis	2/1/99	6/30/99
US-56A	Non-chemical means of harvesting deer antler	11/1/98	5/30/99
UWS-12A	Identification of factors associated with ecchymosis (blood splash) in deer	7/1/95	2/28/99
WS967-12	Deer Nutrition Workshop	3/2/97	3/2/97
WS967-26	Deer Prograze Workshop 25 July 1997	7/25/97	7/25/97
WS989-04	Venison Marketing Workshop	2/5/99	2/5/99

RIRDC funded research projects initiated during 1996 – 2000 and ongoing
 

Project No.	Project Title	Start Date	Finish Date
BRN-1A	The influence of pre slaughter conditions on the occurrence of ecchymosis (blood splash) and high pH in deer carcasses	5/1/97	1/31/00
COW-1A	Deer R&D Newsletter - Publication and Distribution	1/1/98	12/31/00
DAQ-246A	Decision support system for managing red and Rusa deer in Queensland	7/1/98	11/30/99
DEN-4A	Deer R&D Newsletter - Editorial Services	1/1/98	12/31/00
DIA-2A	Development of niche European market opportunities - Follow up to DIA-1A	12/1/99	6/30/00
DIP-3A	Development of niche regional domestic and Japanese markets for differentiated specific cuts of venison	7/1/99	6/30/01
DIP-4A	Quality assurance, strategic alliances and industry development	7/1/99	6/30/01
FSA-1A	Eating qualities of venison from red and fallow deer	7/1/99	3/31/00
HES-1A	Domestic Venison Marketing: A Test Case	4/1/99	12/30/99
MS990-03	Sponsorship of Deer Industry Association of Australia Conference 10-12 September 1999	9/10/99	12/30/99
MS990-28	Sponsorship of Deer Industry Association of Australia Conference 25-26 March 20000	2/2/00	6/30/00
OVH-1A	A study of reproductive performance and pre weaning mortality in farmed red deer in Australia.	7/1/95	10/30/99
SAR-21A	Defining energy and protein requirements of fallow deer under a Mediterranean environment	7/1/99	6/30/02
TUC-1A	Development of a new Five-Year Deer Industry Research and Development Plan for 2000-2005	1/1/00	7/31/00
UA-46A	Overcoming summer/autumn nutritional constraints to deer production in Southern Australia	7/1/98	6/30/01
UQ-78A	Drought feeding - Early weaning strategies	7/1/98	12/31/00
UWS-16A	Nutritional requirements and growth characteristics of pregnant and lactating red and fallow deer	7/1/97	6/30/00

Last updated: 8 June 2000  Copyright © RIRDC
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