PROJECTS
Development of the Cervena Venison Appellation, New Zealand
The problem
The Cervena Venison Appellation was not achieving its objective to increase the value of New Zealand venison in international markets. Farmers were required to subscribe to the appellation, but were unwilling to pay for it to be promoted effectively, preventing the initiative from succeeding.
How we helped
Our analysis identified the lack of coordination between product and appellation marketing as the key weakness of the Cervena Appellation, creating opportunities for free riding and preventing exporters from taking full advantage of promotions. We recommended turning the Cervena appellation into a brand, with a single entity coordinating brand promotion and product sales. This would be accompanied by removing compulsory subscription, so that venison processors would be free to join the brand or to opt out of its sales channels. We consulted producers, processors, and marketers in the venison industry and obtained their buy-in into the proposed commercial and ownership structure.
Impact
The client adopted Castalia’s recommendations. New Zealand exports venison to 50 countries around the world, with most of the venison it exports to the US marketed under the Cervena brand.
How can we help you?
How can we help you?
WASHINGTON, DC
+1 (202) 466-6790
1747 Pennsylvania Avenue NW, Suite 1200
United States of America
SYDNEY
+61 (2) 9231 6862
Suite 19.01, Level 19, 227 Elizabeth Street
Australia
AUCKLAND
+64 (4) 913 2800
Sinclair House, 3 Glenside Crescent
New Zealand
WELLINGTON
+64 (4) 913 2800
Level 2, 88 The Terrace
New Zealand
PARIS
+33 (0)1 85 64 10 22
3B Rue Taylor
France
BOGOTÁ
+57 (1) 508 5794
Calle 81 #11-08, Piso 5, Oficina 5-121
Colombia
Thinking for a better world.
WASHINGTON, DC
+1 (202) 466-6790
1747 Pennsylvania Avenue NW, Suite 1200
United States of America
SYDNEY
+61 (2) 9231 6862
Suite 19.01, Level 19, 227 Elizabeth Street
Australia
AUCKLAND
+64 (4) 913 2800
74D France Street, Newton South
New Zealand
WELLINGTON
+64 (4) 913 2800
Level 2, 88 The Terrace
New Zealand
PARIS
+33 (1) 73 44 26 97
6 Rue Duret
France
BOGOTÁ
+57 (1) 508 5794
Calle 81 #11-08, Piso 5, Oficina 5-127
Colombia
Thinking for a better world.