Definition of Quality

 To the deer industry, "quality" is an essential element of its approach and philosophy. Quality underpins the product marketing programmes.

Not restricted solely to product quality, the industry takes a broad definition of quality. To the deer industry, quality includes animal welfare, animal health, food safety, identification and traceability and environmental issues.

In other words, all the concerns that the industry’s international customers hold in their minds and seek reassurance and information about.

Deer farmers understand that it’s not what happens on the farm but what happens in the market – perhaps in a restaurant in New York or a delicatessen in Christchurch – that’s the most important driving factor in their success. It’s all about providing what the customers want.

That’s why the deer industry’s quality programme’s aim is to provide its customers, worldwide, with an assurance that its products always meet their most discerning requirements. The DeerQA programme is always focused on consumers – their needs and their perceptions.

At the same time, experience has shown that consistently meeting those needs also helps improve productivity (and therefore returns) on the farm. So it’s a win/win result.