[14 September/ Business Day: NZ Farmer]

Alliance Group has just completed a trial with Metro Cash & Carry, selling venison to the Belgium retailer from April to August. The campaign was designed to encourage Europeans to eat venison in the summer, and showed that there was potential to sell more high quality product at a premium price out of the game season. Alliance Marketing Manager, Terry O’Connell said the co-operative was encouraged by the programme’s progress and planned to repeat the exercise next year.