WELLINGTON: New Zealand consumers can now buy Landcorp’s Pamu-branded venison, the first of its products available in this country. The venison cuts, developed with the help of chefs, will be available only through home delivery, at a minimum size of 4 kilograms. Landcorp chief executive Steven Carden said it had been selling venison into the United States restaurant trade for the last 12 months, and decided to sell it in New Zealand.
“We had a session with a bunch of executive chefs in Auckland, looking at venison and coming up with what they thought were the best cuts available to a chef. “Most chefs get a leg and then they get eight cuts off that, three are of really high quality, the chefs have identified which are the best and turned that into ‘Pamu bistro fillet’.”
Carden said the new product was an important step in Landcorp’s business strategy of diversification getting more value out of its farms. There had been a sea-change in the way in which the state-owned enterprise operated over the last few years. Landcorp was also working in partnership with other businesses to help develop high end products. Timaru-based Light Leathers uses deer hides from Landcorp’s Mararoa farm to supply French fashion brand Daniel Hechter, who in turn have created high priced leather satchels.
The New Zealand Merino Company has signed a contract to buy the next three year’s production of Landcorp’s coarse wool, to be used to manufacture Danish indoor shoes called glerups. With Pamu venison, it is working with processing company Duncan Venison, which distributes the packs. They are also supplied to New Zealand restaurants via Zealfresh Distributors.
Landcorp deer farmers will front a social media advertising campaign. “Consumers trust people who share their values, they don’t trust corporates. You need to personalise your products which is why we are bringing our farmers into the limelight to talk about them,” Carden said.
“Our strategy is to work with partners who are developing innovative new food products for specific markets.” With 140 farms, Landcorp is New Zealand’s biggest farmer. It is also owns 15 per cent of the country’s deer farms. Vinnie Duncan from Duncan Venison said the venison was of a quality not always available to people at home. Her company had worked with chefs in a cooking trial to develop the new cuts.
“[Landcorp’s] venison is finished to the highest standard, by a group of New Zealand farmers who care passionately about their land and animals. It’s a pleasure to partner with people who have the same vision and belief that we do. We want to create a sustainable future for the venison industry through thoughtful farming. Pāmu venison comes as a gourmet ($149) or family pack ($109) – and includes a selection of cuts such as Pāmu bistro fillets, shortloins and premium mince.
