Opportunities and limits to the future of the Australian farmed venison industry

Rodney Cox, Geoffrey Watson, Timothy McRae, Catherine Cunial

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Abstract

This paper amalgamates the results of two separate studies commissioned within the initial stages of developing an endorsed strategic plan for the Australian farmed venison industry. The first study was to ascertain factors limiting growth while the second study identified the Strengths, Weaknesses, Opportunities and Threats (SWOT) that exist within the industry. Extensive direct consultation with all levels of the Australian venison industry indicated that the industry is currently in a rapid decline. Current limits to growth revolved around a linked downturn in both the demand and supply areas of the industry stemming from a lack of consumer awareness and demand for venison. The SWOT revealed weaknesses that directly related to the relatively small size of the industry, its fragmented history and lack of cooperation within and across different sectors. Another major concern was that 52% of respondents saw the total collapse of the industry as an imminent threat. However, consultation with industry revealed several feasible opportunities were available and these were further explored and utilised in the development of the industry endorsed strategic plan.
Original languageEnglish
Pages (from-to)15-26
Number of pages12
JournalExtension Farming Systems Journal
Volume2
Issue number1
Publication statusPublished - 2006

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