Arrian Ryan
University of Otago
Joe Cooper
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Andy Duncan, owner and founder of Duncan Venison (DV), understands that the meat (agriculture) industry typically has a bad reputation regarding environmental-consciousness, and is here to make a change. Driven by this mission, Duncan Venison is working towards a 'sustainable future for New Zealand Venison'. Andy has ensured that through the implementation of a sustainable business model, DV minimises their water consumption and reduces water and carcass wastage, which are the primary ways in which the industry affects the environment (Van Tuijl, W., 1993).
Duncan Venison is able to work towards meeting UN SDGs 2 (Zero Hunger), 13 (Climate Action), 15 (Life on Land) and primarily, 12 (Responsible Consumption) through this model. Some of their sustainable business practices include repurposing of waste water into fertiliser, and repurposing of typical waste products into usable goods. This set of practices together minimises waste, reduces consumption and costs, and in some cases, provides extra revenue.
Andy's innovation is not a product or service as such, but a set of business practices that helps towards achieving a shared global mission.
UN SDG 12 outlines efficient management of waste products, recognising the agriculture industry as one of the biggest users of water, and producers of wastage globally. In New Zealand, it is common industry practice to pay to get waste water removed from site, or simply pump it into local waterways. However Duncan Venison does things differently - they repurpose waste water into fertiliser. All waste water is collected on site, pumped through a filtration system, and stored in tanks. From these tanks, it is pumped into an irrigation system, through which it is sprayed onto surrounding farmland. This land is used for growing pasture, which is then harvested into hay, which can be used for shelter or food for companion animals. Chris stated: 'not only does this innovation minimise the amount of waste being pumped into waterways, but it also eliminates costs of fertiliser, waste water removal, and hay'.
Another thing Duncan Venison does differently is maximally utilising their supply. While nearly every part of the deer is produced into consumer products (meat for human consumption, organs and bones for pet food, and hides for rugs/leather), there are still a few waste products – packaging, paunch grass (grass from inside of the stomach of the live deer) and blood from the harvest process.
As much blood as possible is collected and frozen on site, and is then sold to nutraceutical companies, who through further processing are able to turn this waste product into supplements for human consumption. This adds revenue whilst also reducing waste volume.
Paunch grass is removed from the stomach of deer (necessary because the stomach is sold to pet food companies) and collected in large bins. 'This grass is then sold to a specialist fertiliser company that uses this waste to produce fertiliser and compost', says Chris. Again, a sustainable initiative that adds revenue whilst reducing costs and their environmental footprint.
Lastly, all waste cardboard is collected on site and returned to the cardboard packaging supplier, who then recycles the cardboard and uses it for new packaging. 'We get a small rebate from the supplier, but most importantly we are helping realise Goal 12'.
Having been in the industry for over 30 years now, Andy understands that meat producers tend to have a pretty bad reputation when it comes to environmental consciousness, so Andy wanted to change the way the public views the industry - and how else to do this than by actually making a change. He hoped that he could reform the ethos shared by many farmers in New Zealand - a community sometimes ingrained into ways of the past. While Andy agrees that the industry still has a long way to go, he did notice a few adjacent companies follow suit in minimisation of waste products. When asked what the purpose/mission of this innovation was, Chris replied ‘we are focused on providing a source of protein for the world as sustainably as possible, maximising yield, minimising wastage and water consumption, and saving costs wherever we can’.
As previously mentioned, this innovation has allowed Duncan Venison to reduce their wastage and associated costs, all while sourcing extra revenue.
SDG 12 encourages 'industries, businesses and consumers to recycle and reduce waste', which is perfectly exemplified by the operation at Duncan Venison. The company has successfully identified their contribution to waste, figured out ways in which they can either repurpose this waste, or reduce it, and in turn, have succeeded in contributing to the achievement of SDG 12.
Duncan Venison's focus on sustainability forms a competitive advantage in the market. Consumers nowadays are far more aware of the impacts the industry can have on the environment, and ask questions such as: are they conducting business in a sustainable manner? What precautions are they taking to mitigate environmental detriment? DV's sustainable business practice sets them apart from many competitors, evidenced by growing revenue and a growing share of the market.
However sales are not the only factor in increasing revenue - the waste water repurpose system has now broken even and has developed into an extra source of income. What was initially a NZ $50,000 investment, is now providing a revenue stream of approximately NZ $5,000 annually.
Moving away from pecuniary benefits, Chris added that he believes 'employee wellbeing to have significantly improved', adding that 'working for an environmentally-responsible company' is an important aspect for most people today.
Finally, new business-relations have been procured. More specifically, Duncan Venison now acts as a supplier for nutraceutical companies, a cardboard packaging company, and fertiliser companies.
Every online purchase of Duncan New Zealand Venison contributes to their Feed the Future Program, powered by the Duncan Charitable Trust (a non-profit organisation established by Andy and his wife, Vinnie, to give back to the community). Their Feed the Future program provides educational and personal growth opportunities for kiwi individuals through scholarships to Outward Bound NZ Ltd.
A more intangible effect on society would be reforming the environmental awareness of the agriculture industry in New Zealand. By doing their part in reducing their emission of waste products, they are working to achieve their mission of creating a 'sustainable future for New Zealand Venison', and hopefully encouraging others around them to do the same.
The environmental impacts are simple, yet perhaps the most important. By reducing their emission of wastage, they are contributing to preservation of waterways and land, and are maintaining this farmland for generations of venison to come.
Before interviewing Chris and learning about DV’s practices, I can confidently say I was among the majority that viewed the meat industry as careless and unaware when it came to environmental protection. I have since realised that Duncan Venison is making a real difference when it comes to sustainable business and is setting an example for other companies in the industry. There are ways to reduce waste that I would have never imagined, which gives me hope for the future of farming and agriculture. If all businesses can incorporate sustainable practice into their operations, we may truly, as said by the United Nations, ‘end poverty, protect the planet, and ensure that by 2030 all people enjoy peace and prosperity’. Duncan Venison is doing their part here in New Zealand, so why not join in and do yours too!
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Chris Duncan, Marketing Manager
Duncan Venison is a New Zealand family-owned venison processing company with 3 locations across the country: processing plants in Rotorua and Mosgiel, and a head office in Auckland. They purchase live deer from farmers, process the deer into cuts of meat, and export this meat overseas – acting as the medium between farm-to-table. In an average year, Duncan Venison exports 2,500 tonnes of meat, making up 18-19% of our country’s total venison export. With such scale comes great responsibility, and is why founder Andy Duncan has ensured that DV employs sustainable business practices in line with the UN sustainable development goals (SDGs).