Mountain River � Mountain River Processors � RAKAIA � Mountain River Venison � MARKETING
� Some key business issues, the marketing strategies developed & illustrate with examples
Mountain River – a brief intro: � Specialist venison processing and marketing � Long-term relationships - suppliers to customers � Focus on adding value, searching out value niches � Venison is a delicacy - special occasion choice
Important business drivers in 2011: � Traditional game market demand – peaking November to December � Less production � More specialised / niche � market back to “festive season”
WHITE TABLECLOTH Traditional seasonal demand US$20-$40 and up CHAIN RESTAURANT VENISON VENISON $$$$ MID TIER RESTAURANT US$12-$20 QSR Out of season demand cheap & tasty
The mismatch of supply and demand
Mountain River strategies to address the supply / demand mismatch: � Premium frozen � Added value frozen programmes � Extend the sales season � USA
Frozen product category typically: � Low margin � Often low quality � Low level of innovation � Has seen category growth in recession � Retailers put more emphasis on higher margin chilled
Picard – French frozen food retailer � Leading efforts to “premiumise” frozen products � Product range: � Classic French bourgeoise cooking � Restaurant dishes & innovative cuisine � Change 200 products each year � 800 stores in France 2010
Picard store
Picard – French frozen food retailer � “In France there is no shame in shopping in Picard. The specialist frozen food chain commands 18% of the French frozen food market by selling quality frozen food to meet the needs of a time poor, food loving bourgeoise” BBC FOOD PROGRAMME MARCH 2011
Inside a Picard store
Picard products
Picard venison on the web
A bit of history: � Picard had a range of game products – venison, roe, wild boar, game birds � Around 2000 move away from “hunted” products � Venison line processed in Europe from NZ commodity products � Better if produced fresh in NZ � Quality controls put in place � 2003 - 1 st order 100,000 UV
Product research in Paris hotel
US Market - VENISON � Venison an exotic meat, not well known � Some negative perceptions persist � Specialty food distributors � 80%+ by value sold in restaurants � Recent trends in restaurants � Buy local � Seasonal ingredients
Supply chain in market The challenge is to get the message all the way through the chain to the Diner!
US Market - solutions � Joint Venture – Terra Pacific Marketing � Los Angeles distribution hub � Service market – supply & sales support � Cervena works to change perceptions � Product range � Chilled & frozen � Red, wapiti & fallow
Successful distributors work closely with chefs to get menu placements
Focus on specialty foods
Monthly Venison Sales in the USA
Focus on specialty foods
Solution – PREMIUMISE FROZEN Solution – EXTEND SALES SEASON
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