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.