New Zealand Deer Farmers' Association

Name

New Zealand Deer Farmers' Association

Legal name

New Zealand Deer Farmers Association

Website

https://deernz.org

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Agricultural Industry Association Services

NAICS

Support Activities for Animal Production (115210), Support Activities for Agriculture and Forestry (115)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)

akta.pro industry

PRIMARYAFAEAIAD

Deer & Elk Farming (Venison)

Agriculture & Food Production/Animal Production & Aquaculture/Other Livestock & Specialty Animal Farming (e.g., rabbits, bison, camelids)

SECONDARYBPAGALAL

Fair Trade & Ethical Supply Chains (Certification, Traceability, Producer Support)

Business & Public Services/Nonprofit, NGO & Social Services/Social Enterprises & Impact Organizations

SECONDARYHLAMAJAO

Animal Health Policy, Standards & International Coordination (e.g., WOAH/FAO)

Healthcare & Life Sciences/Veterinary & Animal Health/Animal Health Public Health, Regulators & Disease Control

Keywords

• Deer farming association
• Livestock industry advocacy
• Velvet traceability systems
• Deer genetic evaluation
• Venison market development

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Industry Levies: DINZ is funded through levies collected at slaughter and on velvet at point of sale. The deer industry share (approximately 2% share, about $35K per quarter) is incorporated within the DINZ general levy.
2. Membership Subscriptions: NZDFA voluntary membership subscription at $150 per year (2024-25). This subscription supports the NZDFA at national level for representing deer farmer interests including environment, traceability, research and farmer-led learning.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

NZDFA is a voluntary industry association representing New Zealand deer farmers, providing member representation, advocacy on environment, traceability, research and farmer-led learning, and linking the deer industry to the agricultural sector and the public. It works alongside DINZ to deliver industry tools (VelTrak traceability, Deer Select genetic database, Seeka AI research tool), market development programmes (including the NARA North American Retail Accelerator), the Next Generation farmer development programme, and brands such as Nature's Superpower and Cervena. Members receive access to branch events, training, industry news, and representation on the DINZ Board.

Product overview

Deer Industry New Zealand operates a platform-plus-modules architecture centered on the Deer Hub — a comprehensive online encyclopedia for deer farming. Core products include VelTrak (electronic traceability system for velvet from farm to market), Deer Select (national genetic evaluation database), and Seeka (AI-powered research discovery tool). Additional offerings include Nature's Superpower (marketing brand), Deer Facts (knowledge resources), Environmental Management Handbook Modules (interactive workbook), and various feeding/health calculators and planning tools. The organization also supports industry publications and brand platforms for venison and velvet products.

Differentiator

Problem solved

Functional benefit

Brands

• Deer Hub: A comprehensive knowledge resource for deer farming information including genetics, health, breeding, feeding, and farm environment management.
• Deer Select
• VelTrak
• Cervena

Products and services

• NZDFA Voluntary Membership Annual voluntary subscription ($150 including GST for 2024-25) providing NZDFA members with industry representation, advocacy on environment, traceability, research and farmer-led learning, access to branch events and the Next Generation programme, and the ability to elect representatives to the DINZ Board through the Selection and Appointments Panel. Branches receive $25 per head annual capitation to support regional activities.

Quantifiable outcome

• 81% reduction in emissions at 2025 Fieldays event
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core, major and minor.

• Yuhan CarecoreStrategic or Co-development Partner · 16 April 2026Yuhan Care, a subsidiary of Yuhan Corporation (South Korea's leading pharmaceutical firm), collaborated with DINZ and Bioeconomy Science Institute for many years to develop HENKIV IMMUNE, the only deer velvet-derived immune-enhancing functional claim approved by Korean Ministry of Food and Drug Safety. DINZ CEO Rhys Griffiths attended the launch ceremony in Seoul along with Alpine Deer representatives.
• Beijing Tong Ren TangmajorStrategic or Co-development Partner · 1 January 2025China's oldest traditional Chinese medicine company, a national China Time-honoured Brand targeting women's skin and beauty products. DINZ continues to deepen this partnership following the MoU signing in 2025. DINZ met with Beijing Tong Ren Tang and two of the country's largest donkey skin gelatin companies to explore velvet market opportunities.
• Bioeconomy Science Institute (BSI)coreStrategic or Co-development PartnerBSI Senior Scientist Dr Stephen Haines worked alongside DINZ and Yuhan Care for years on deer velvet research and clinical trials, contributing to the scientific validation that enabled health functional food claims approval in South Korea.
• Alpine DeermajorStrategic or Co-development PartnerNZ-based supplier partner for Yuhan Care, present at the HENKIV IMMUNE launch ceremony in Seoul alongside DINZ CEO and BSI scientist.
• First Light FarmsmajorGTM or Marketing PartnerFirst Light Farms is leveraging the NARA programme to develop and retail deer-based products, from premium venison for people to deer-based pet treats. NARA helped fast-track product development of NZ venison and elk premium dog treats for retail, now on West Coast supermarket shelves and specialist pet retailers.
• Trade DeerminorOthersThe largest and most comprehensive list of deer breeders and stud animals in New Zealand.
• PGG Wrightson DeermajorChannel Partner/ Reseller/ DistributorWrightsons operates a dedicated team of deer specialists throughout New Zealand, servicing all aspects of the deer industry. Tony Cochrane represents PGG on the DINZ Board as processor-appointed director.
• Mountain River NZ VenisonminorChannel Partner/ Reseller/ DistributorProduces a variety of quality venison products from their own locally raised deer.
• OSPRImajorOthersHelping eradicate bovine tuberculosis from New Zealand. Deer joined the NAIT scheme on March 1, 2013, requiring deer farmers to comply with traceability requirements.
• Downlands Deer TransportminorChannel Partner/ Reseller/ DistributorProgressive, forward thinking company specialising in the transport of deer and stud stock.
• CervenamajorGTM or Marketing PartnerComprehensive source of information on all aspects of venison gastronomy, representing NZ venison globally.
• New Zealand National Fieldays SocietyminorOthersOrganises Fieldays, the annual agricultural exhibition at Mystery Creek Events Centre in Hamilton, NZ, attracting over 100,000 attendees since 1969. The 2025 event achieved an 81% reduction in emissions and researchers estimate it generates hundreds of millions of dollars in economic impact for the Waikato region.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Cervena: Marketing brand for New Zealand farmed venison and a GTM partner of NZDFA/DINZ, representing NZ venison globally — directly comparable as the consumer-facing venison brand in the same value chain.
• Mountain River NZ Venison: NZ-based venison producer and NZDFA channel partner, producing a variety of quality venison products from locally raised deer — directly comparable as a vertical peer in farmed venison.
• First Light Farms: New Zealand venison and elk producer participating in the NARA programme to bring deer-based products (including freeze-dried dog treats) to retail — directly comparable as a downstream deer-farming operator and NZDFA/NARA partner.
• Deer Industry New Zealand (DINZ): The closely affiliated industry body that shares leadership and governance ties with NZDFA, runs market development for venison and velvet, and is referenced in nearly every operational data point — making it the most directly comparable entity.
• Alpine Deer: NZ-based deer supplier partner for Yuhan Care's HENKIV IMMUNE launch, present alongside DINZ at the Seoul launch — directly comparable as a velvet supplier in the Korean health functional food value chain.

Regional players

• Beijing Tong Ren Tang: China's oldest traditional Chinese medicine company and a strategic partner via the 2025 MoU for women's skin/beauty velvet applications — directly comparable as a downstream TCM channel partner in the velvet value chain.
• PGG Wrightson Deer: NZ agribusiness with a dedicated deer specialist team servicing all aspects of the deer industry, and holds a processor-appointed seat on the DINZ Board — directly comparable as a deer-industry support services partner.
• Yuhan Care (Yuhan Corporation): South Korean pharmaceutical subsidiary that developed HENKIV IMMUNE using NZ deer velvet extract, the only deer velvet-derived immune functional claim approved by Korean MFDS — directly comparable as a downstream health functional food partner.

Broad incumbents

• Alliance Group: Major NZ meat processor/exporter (venison among other proteins) whose senior representative (Nigel Jones) holds a processor-appointed seat on the DINZ Board — comparable as a broad incumbent processor operating in the same venison value chain.

Others

• OSPRI: NZ animal traceability and disease management agency that operates the NAIT scheme deer farmers have been required to join since 2013 — comparable as an enabling traceability/government programme partner in the same livestock ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/deerindustry
• LinkedInlinkedin.com/company/deer-industry-new-zealand

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about New Zealand Deer Farmers' Association