The Cervena Appellation

Just as the Champagne appellation immediately communicates the image of highest quality sparkling wine from the Northwest region of France, there is now an appellation for premium, farmed venison from New Zealand.

Cervena Quality

Cervena® is distinguished from all other venison by the trademarked assurance that the meat has been naturally produced, and processed in accredited plants, according to a system of high quality standards.

In order to qualify as Cervena®, cuts must be from animals three years or under and raised in the most natural ways.

Cervena® is a high quality game meat that is produced and packaged under the highest standards and regulations in the industry. Quality Assurance guarantees consistency in texture, taste, appearance and tenderness. Only venison passing the highest standards of inspection bears the name Cervena.

For more detailed information about the quality assurance aspects of cervena production please visit this section of the Cervena Council of New Zealand Website.

The Origin of the Name

The Cervena® name reaches back to historical origins to give new meaning to a cherished heritage. It comes from a combination of the Latin, Cervidae, meaning deer, and venison (which originally meant "hunting" in Latin, but over time has come to mean deer meat in general.) For centuries, venison was known as a delicacy for kings, and a seasonal menu item. But pioneering New Zealanders have made a serious and long-term commitment to redefining venison as a tasty and healthy farmed meat available to all, year-round.

A Culinary Delight

Cervena® represents a blend of nature's gifts and today's modern approach to eating. Cervena venison is mild but distinctive, tender and exceptionally versatile. It is available year-round and is wonderfully suited for even the lightest summer fare. For chefs, the Cervena® name guarantees they are working with the finest meat. To those already familiar with venison, Cervena® represents superior taste, flexibility and artistry. For diners and home cooks, Cervena® means light, lean and tender meat for fine everyday cuisine.

Cervena® Production

In order to qualify for the Cervena® label, New Zealand farm raised deer are free range fed to produce a tender, mild meat. The deer are raised naturally -- no steroids are used and antibiotics are administered only as a remedy to injury. All Cervena® deer are three years or under to ensure consistent size, flavor, texture and taste of the meat. New Zealand's meat inspection standards are among the highest in the world because of the major contribution meat exports represent to the New Zealand economy. The Cervena® appellation applies only to saddle and leg cuts.

Number-One World Exporter

New Zealand is the number one worldwide source for farm raised venison. In addition to the U.S., Germany, Switzerland, Australia, Sweden and Japan are major importers of New Zealand venison.The U.S. began importing farm raised venison in 1982. Consumption of farm raised venison from New Zealand in the U.S. has grown 120% since 1991. In the past, all exported venison had to be sent frozen. New technologies make it possible for more than half of all New Zealand venison to be shipped chill packed. Approximately 85% of all venison served in restaurants in the U.S. comes from New Zealand.

Worthwhile links:

Cervena Council of New Zealand

New Zealand Game Industry Board

New Zealand Tourism Board