By Peter Owens
With a very rocky international financial situation, Northern European countries such as Germany are not only settled, but also have booming economies. What is of particular interest to New Zealand farmers and exporters is that the northern European region has developed a taste for New Zealand venison.
In recent years, New Zealand exporters have noted that this is a strong market but with equally strong preferences. Consumers do not mind paying high prices for venison but they are very choosy and demand top quality meat. Some exporters who sold venison into this market have been reminded sharply that just any old meat will not do.
To ensure it keeps its significant share of the market the Alliance Group has decided to extend to venison its current VIAscan lamb yield-grading system which is currently operating in eight of the group’s plants throughout New Zealand.
VIAscan has been used in scanning lamb carcasses since 2003 and the Alliance Group installed the system at its plant in 2008 when from November that year it offered suppliers yield quality premium contracts.
The new venison processing plant at Smithfield is currently being fitted with the VIAscan system.
The VIAscan system provides a very accurate analysis of a deer carcass, including taking an image of the carcass and then using its state-of-the-art technology to provide a comparison of that carcass with the ideal market, weight colour and range that have been complied by research at Invermay Research Centre and Whiterock Station in Mid-Canterbury.
At present the Alliance Group is planning to process deer carcasses from that project at its Makarewa plant in October this year, using the VIAscan system currently installed at that plant. It will then be available early next year to the group’s commercial venison clients who will then be able ensure they will ne using genetics that will enhance their returns.
Essentially the VIAscan system measures the meat less fat and bone on the leg, middle and shoulder areas. When the commercial suppliers us this system later in the year, they will be able to work out from their kill sheets how their animals rate to the ideal market range for meat yield, colour and other traits demanded by the consumer.
The Alliance Group’s livestock general manager Murray Behrent says, “Exceptional product quality and food safety standards are vital for Alliance Group’s export markets. We’re targeting high-end consumers with discerning palates who rate meat quality highly when making purchasing decisions and VIAscan helps our suppliers produce the quality livestock that is required.”
