Deer farmers are feeling more optimistic with a lift in venison returns. Deer Velvet has been going gangbusters but venison basically tanked falling to $5.50 a kilogram this time last year from a high of $11.30/kg In 2018. Deer Industry New Zealand Chief Executive Innes Moffat says deer farmers have seen a subtle improvement in prices after Christmas and defying seasonal fluctuations at nearly $7.50 during a normally low point of venison sales. European customers have continued to show faith in New Zealand venison during Europe’s lockdowns – backed up by solid demand in North America as the foodservice market there recovers. There are also significant orders at good prices from China for their New Year’s celebrations. Velvet is up 10-15 per cent from last year at about $130-$140/kg , but for the meat there is the expensive air freight or the risk you take putting a container of high-value chilled venison on the water without the certainty that it will reach its market within its shelf life.