Endorsement for Melior Venison, Fairlie, whose focus on genetics and how their hinds perform finds favour with a strong, wide and varied gallery.

This year’s minimum price venison contracts, up on last year by around 40 cents, have confirmed stability in the deer market, as indicated by results at the on-farm sale of 500 Melior Venison red deer hinds in early July.

After a tough few months, achieving over $800 for the top end hinds, and around $30 on average ahead of the 2023 sale, Melior owner Tom Macfarlane was pleased with the day.

“Although we didn’t have too many expectations, we hoped it would be up on last year. While the deer industry is positive, particularly compared to sheep, venison farmers are generally sheep and beef farmers as well, so are in tough times financially.

“We have a strong focus on genetics and how animals perform. We aim to attract a higher premium. We believe that those who buy our stock understand those genetics flow through to productivity, the bottom line, and the next generation of animals.

“A good sale result like this is an endorsement that we are on the right track. Animals we supply are doing the job: if they weren’t then our customers wouldn’t come back,” says Tom.

PGG Wrightson Livestock Deer Stud Coordinator Steve Annan says the Fairlie sale attracted plenty of attention for the Melior genetics. 

“We had a substantial gallery with a good mix of buyers, including traditional South Island deer farmers who usually come to this sale, plus new North Island purchasers for the first time, as well as plenty of online interest through bidr. 

“It has been a tough summer, both in terms of on-farm costs, and dry conditions in many districts, with extra feed required by many farmers to keep their stock at maintenance level. On that basis, the hinds Melior presented were up on last year’s sale by three to four kilograms on average, which is due to their superior genetics and high growth rate. A real achievement considering the pressure of the season we have just been through, and the market has rewarded them accordingly,” he says.

Steve acknowledged the extra efforts leading up to the day by local Deer Specialist Murray Coutts assisting Melior, and the wider PGG Wrightson Livestock Deer Team for their support.

Next up on the deer calendar is a series of online hind sales in early August, offered by multiple vendors emphasising speciality velvet and trophy genetics.

Visit Melior's website here.