Venison
More on venison marketing
By Nancy Kindler
Jul 25, 2003, 17:36

As the numbers of farmed deer and elk continue to increase dramatically, new markets have to be found for animals not destined for breeding, velvet production or trophy hunting preserves. One potential market is the venison market, especially for upscale, fine-dining restaurants.

According to Nancy Kindler, the best opportunities for venison are in the local markets. Up-scale restaurants account for 6% of the total market. These clients usually don't quibble on price. The typical mark-up is 300%. Purchasing decisions are made by chefs - and each one is unique.

Here are some of the factors that are important to chefs:

1. Consistency of product - size and quality. If customers like a particular dish, they expect it to be the same the next time they order it.

2. Plate coverage - the greater the better.

3. Cooking times - the shorter the better.

4. Portion control and packaging - reduces waste, handling and labour.

5. Consumer trends - providing what customers are looking for.

6. Taste and nutritional value - a concern to more customers.

7. Marketing support - can you help the restaurants increase their sales.

8. Customization and exclusivity - can you provide the restaurant with something that makes them different from the competition?

9. Distribution method - most chefs don't want to deal with multiple suppliers.

10. Ease of ordering and order fill rates.

11. Product guarantees - do you stand behind your venison?

12. Training in preparation - can you show them make great dishes?

13. Free samples - some 99% will want free samples to try.

A survey conducted by Alberta Agriculture of restaurants found that:

1. Most restaurants said they would be interested in purchasing and serving venison.

2. The majority of restaurants expect the demand for venison to remain the same or increase.

3. Demand for venison increases in the fall, decreases in the spring and remains steady in the summer.

4. Once customers try venison, they usually have it again. The challenge is to get them to try it for the first time.

This market is an ideal place to start while numbers of meat deer and elk are still limited. However, to be successful, the same rules apply as with any venture - provide a quality product along with exceptional service.