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PRESENTATION OUTLINE
• Introduction to the proposed venison scheme:
Rationale behind the concept.
Overview of the concept.
Benefits to biodiversity stewardship sites.
Benefits to retailers.
Implementing the scheme.
THE CONSERVATION ECONOMY
• Objectives of conservation initiatives on communal land:
Conservation of critical biodiversity.
Conservation as a viable land use.
Poverty alleviation in poor rural areas.
Redressing the imbalances of the past – rural development and land reform processes.
• Venison scheme:
One of the tools to achieve the above.
Part of the multi-faceted, value-added nature of game ranching in South Africa.
• Market appeal: Health – free range and organic. Sustainability – sourced off of well-managed protected areas. Social value – produced off of some of the poorest and agriculturally
marginal land in SA.
• Complementary to existing activities: Tourism. Trophy and biltong (meat) hunting. Live game capture and sale.
• Ancillary industries: Abattoir/butchery. Tannery. Taxidermy.
ATTRIBUTES OF VENISON PRODUCTS
THE MARKET FOR VENISON
• Untapped potential:
Absa Agricultural Outlook – word demand for venison 100,000 tons, supply approximately 40,000 tons.
South Africa exports less than 2,000 tons.
Outlook projects that between 2013 and 2020 growth in game meat products for local markets may be as high 20%.
Export market has the potential to grow by 8%.
[Source: Business Day, Dec 2012]
THE PRODUCT
• Beef:
Frying steak – R 104.99/kg
Rump steak – R 124.99/kg
Sirloin steak – R 139.99/kg
Fillet steak – R 219.99/kg
• Ostrich:
Ostrich steaks – R 104.98/kg
Ostrich fillets – R 134.98/kg
• Venison:
Venison steaks – R 109.98/kg
Springbok loin – R 180.00/kg
• A trademarked brand: Held within the biodiversity conservation fraternity. Potential for certification.
• In order to qualify to receive the brand: Must be a protected area, proclaimed in terms of the Protected
Areas Act. Must adhere to the standards set in order to receive the brand.
• Standards: A protected area management plan. An annual plan of operation. No extra-limital or hybrid species. Adherence to ecological management principles – invasive alien
plant control, fire management etc. Ecologically-based game management – off-takes and population
management.
THE CONCEPT
• Access to the conservation economy.
• Additional income stream: Value-added premium products. Certainty of the market. Ability to leverage capital. Employment and skills development. Business development.
• Biodiversity stewardship programme: Support, assistance and technical expertise. Protected area planning and management. Business planning and project development. Assistance in sourcing capital finance. Oversight and audit functions.
BENEFITS TO BIODIVERSITY STEWARDSHIP SITES
• Marketing: Health benefits. Concepts of fair trade. Partnering with biodiversity conservation. Driving rural development in highly impoverished areas of South
Africa.
• Consistency of supply: Critical mass under the umbrella of biodiversity stewardship. Partners that can ensure that standards are adhered to and oversight
is implemented.
BENEFITS TO RETAILERS
• Two communally-owned sites (Green Fund): Budget of R22 million combined. Establishment of commercial game ranching and hunting operations. Employment and training of staff, purchase of equipment, installation
of infrastructure and purchase of game.
• Wildlife Economy: Development of game ranching and breeding infrastructure. Purchase of game. Provide support for organic certification. Construction and certification of abattoirs. Ancillary services such as taxidermy.
SECURING FINANCE
• Existing opportunities: Two reserves with abattoirs – Nambiti and ZuluWaters. Two reserves with funding to establish commercial game farming ventures. Over 150,000ha of land suitable for game farming in KZN. Ancillary businesses could include butcheries, tanneries and taxidermy
operations.
HOW THIS WILL BE APPLIED
• Development of the concept: Creation of a trademarked brand. Discussions and negotiations with partners. Development of concept and business model. Model demonstration on initial sites.
• Taking the concept to scale: Establishment of national institutional arrangements. Formal agreement with retailer. Supply contracts between retailer and individual stewardship sites. Each provincial stewardship programme acts as the broker/facilitator
between the retailer and the stewardship sites. Ultimately the project should demonstrate a new approach to dealing
with land, people and the food system in South Africa.
PROOF OF CONCEPT
