EDMONTON – If there’s one good thing about arriving late in the alternative livestock market, you know who not to copy.
During the first annual white-tailed and mule deer association conference the common theme was they want to pattern themselves after bison farmers, not ostrich producers.
“We want to follow the example of the bison industry,” said Marvin Ference, president of Canvena Inc., a white-tailed deer company from Sherwood Park, Alta.
Almost 15 years ago when the bison industry began, producers launched a market development program at the same time they expanded their herds. Now, when there are plenty of bison, there’s also a healthy market for bison.
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It’s different with the ostrich industry. Ostrich prices have plummeted after the market for breeding stock became saturated. Producers are now scrambling to develop markets for the meat.
With this knowledge, the white-tailed and mule deer association knows it must sacrifice profitable breeding animals to learn more about markets, meat quality and feed rations.
Ference anticipates it will be 10 to 15 years before there is a fully developed venison market. It will be up to individual producers, not the association, to develop those markets.
Last year Ference began work with scientists at Agriculture Canada in Lacombe, Alta., to develop a grading system and ways to improve meat quality.
Initial work at the station showed tenderness to be a real concern. Scientist Wayne Robertson conducted shear value tests that indicate meat tenderness. For consumers to be satisfied with tenderness, 80 percent of the product must have a shear value of 5.6. The venison tested closer to 12. A lower number is better in shear tests.
After temperature adjustments and pre-slaughter management, some of the tests dropped to around four.
“There are a lot of roads that have to be traveled to get the shear factor down. We don’t want to kill our industry before we get it going,” said Ference.
There are also two or three years of research needed to develop a feed ration that will produce high-quality, tender meat, he said. Eventually the industry should aim at developing a high-quality venison with name brand recognition like New Zealand’s Servena, its venison name.
In an Alberta Agriculture survey of restaurants using alternative meats, a number were already serving venison on the menu. Most of that meat was coming from fallow deer in Saskatchewan.
It was clear from the survey that chefs want a consistent, high-quality, medium-priced venison before it becomes a staple on their menus.
