Insert NZ story slide from Sharon 100% MADE OF NEW ZEALAND FOOD - PowerPoint PPT Presentation

Anuga Conference 2013 Insert NZ story slide – from Sharon 100% MADE OF NEW ZEALAND

FOOD SCARCITY Rising global demand for protein

FOOD SAFETY Consumers seeking security & confidence

SUSTAINABILITY & ETHICS Now a mainstream preoccupation and expectation

INCREASED SEGMENTATION of consumer needs driving differentiated products and new red meat niches

DIVERSE CHANNELS TO MARKET Supply chain consolidation + new shopping behaviours

DIGITAL CONNECTIVITY the influence of citizen media

BACK TO NATURE A return to natural, away from refined and processed – less is more

Inaugural Silver Fern Farms Premier Selection Awards 73 chefs from across New Zealand 17 venison entries (23%) “A great opportunity to create a unique dish not normally offered on our restaurants menu”

FINALIST ALEX STROBACH O’Connell Street Bistro Auckland Silver Fern Farms Cervena venison loin “A simple but considered compilation of textures and a deep sauce made for the best possible marriage. The venison was so tender we barely needed our knives” Judge

FINALIST SCOTT CORBETT Pepper Tree Restaurant Coromandel Rack of Silver Fern Farms Cervena venison cutlet “As simple dish with complex tastes and textures magnificently combined. It was sublime, perfectly balanced and not just good but very, very good” Judge

FINALIST Greg Piner Pier 24 Dunedin Char grilled Cervena venison loin medallion “This contemporary dish pushed the diner to try meat that went well beyond the usual venison offerings, and did so in a refined and clever way” Judge

PREMIUM VALUE-ADDED BRANDS IN TARGETED GLOBAL MARKETS GERMANY

MIDDLE EAST

ASIA – CHINA AND HONG KONG FOCUS

$1,000,000 $1,500,000 $2,000,000 $2,500,000 $3,000,000 $500,000 $0 MAT To 08/05/11 $978,313 MAT To 06/05/12 $1,830,227 MAT To 05/05/13 $2,229,469 MAT To 04/05/14 $2,660,343 October 2009 November 2009 December 2009 January 2010 February 2010 March 2010 April 2010 May 2010 June 2010 July 2010 August 2010 September 2010 October 2010 November 2010 December 2010 January 2011 February 2011 Total Venison - Dollars March 2011 April 2011 Total Key Accounts May 2011 June 2011 July 2011 August 2011 1000 2000 3000 4000 5000 6000 7000 September 2011 October 2011 November 2011 December 2011 0 January 2012 February 2012 March 2012 April 2012 May 2012 June 2012 July 2012 August 2012 September 2012 October 2012 November 2012 December 2012 January 2013 February 2013 March 2013 April 2013 May 2013 June 2013 July 2013 August 2013 September 2013 October 2013 November 2013 December 2013 January 2014 February 2014 March 2014 April 2014 $0 $50,000 $100,000 $150,000 $200,000 $250,000 $300,000 TOTAL VENISON VOLUME TOTAL PRICE / KG $- $5.00 $10.00 $15.00 $20.00 $25.00 $30.00 $35.00 $40.00 $45.00

“I always “I don’t eat buy this” venison” “OMG this is “ Just try a little bit” so good, I “oh oh that is can’t believe I actually good” have never had it before” “I love your venison” “Yum! “This just What is melts in your this?” mouth, so tender” “I don’t “ The Venison Steak pack usually like is the perfect size for me venison but as my wife doesn’t like this is venison so nothing goes wonderful” to waste”

Anuga Conference 2013 100% MADE OF NEW ZEALAND