Track and trace system enhances opportunity, particularly for Chinese market

Described by many in bygone years as a by-product, velvet now provides a significant income stream, which at present is sustaining the deer industry. Growth in both onshore production and offshore consumption continues to characterise the ascent of New Zealand velvet.

Covid-related effects on logistics, higher costs, lower buyer confidence and misinformation as a consequence of restricted travel have made the past two years difficult, although good relationships and a product with high safety and brand integrity provide velvet with a degree of market resilience.

From the start of the 2021 season farms selling velvet for human consumption must register with VelTrak, which tags the product with a barcode and contains an RFID chip, enabling rapid and accurate tracking and tracing of sticks. VelTrak is designed to future proof the rapidly growing deer velvet industry.

PGG Wrightson Velvet’s investment in the three year China Velvet Coalition is making progress towards establishing relationships that could result in New Zealand velvet becoming an important health food ingredient, replicating success in the South Korean market.

With velvet harvesting under way, deer farmers can look forward to another progressive season for this important and highly valued product.

Tony Cochrane, PGG Wrightson National Velvet Manager