TL;DR: Graham Brown of DINZ is promoting New Zealand venison in Korea, targeting integration into local dishes. Following positive feedback at a diplomatic event, efforts are now focused on establishing a steady supply and engaging chefs to expand venison’s presence in both Korea and China.
A New Culinary Frontier
Graham Brown, the executive chef for Deer Industry New Zealand (DINZ), is setting his sights on Korea. Having promoted New Zealand’s farmed venison globally for over three decades, Brown’s recent visit to Korea marked a new chapter in his efforts.
Venison in Korea: A Nascent Market
Historically, Korea has been a significant market for New Zealand deer velvet antlers. However, venison, the other prime deer product, has seen limited exposure in the Korean market. Brown believes that venison’s lean and healthy profile makes it ideal for integration into Korea’s beef-centric dishes.
Culinary Potential Unleashed
Brown’s inspiration deepened after studying a book on Korean cuisine, a gift from his son Hamish, a successful chef in London. A subsequent visit to a local Seoul restaurant confirmed his belief: Korean dishes could indeed embrace venison. “The restaurant we visited used simple yet flavourful ingredients, serving Wagyu beef in thin slices, perfect for venison,” Brown noted.
Diplomatic Dining
The potential of venison was showcased during a special dinner at the New Zealand ambassador to Korea, Dawn Bennet’s residence. The event featured venison in five distinct courses, highlighting its versatility with Asian twists, such as udon noodle broth and yakiniku-glazed short ribs. The reception was part of a broader DINZ initiative to introduce venison to Korean chefs, food influencers, and trade officials.
Feedback and Future Prospects
The response from the event’s attendees was overwhelmingly positive, praising the venison’s flavour, texture, and health benefits. Brown remains optimistic about venison’s future in Korea but acknowledges the need for significant groundwork to establish a steady supply chain that meets local culinary demands.
Engaging the Culinary Community
“The first step is engaging directly with chefs,” said Brown, emphasising the importance of hands-on collaboration to tailor venison offerings to Korean tastes. This approach began effectively at the ambassador’s event, setting a foundational step for future engagement.
Beyond Korea: Venison in China
Prior to visiting Korea, Brown was part of a DINZ delegation to China, where interest in New Zealand venison is well-established. Despite logistical challenges, including a delayed flight, the team managed to host successful events in Shanghai, introducing various cuts and dishes to local and international chefs curious about the meat’s origins and quality.
Reflections and Opportunities
Brown reflects on the regional culinary diversity in China and sees vast potential for venison, recalling skepticism about New Zealand meat exports to China over two decades ago. Today, that initial belief in venison’s potential has been validated, as evidenced by the enthusiastic reception from chefs and the growing interest in both markets.
In summary, as venison gains traction in new markets, DINZ’s strategic engagements and Brown’s culinary diplomacy are pivotal in shaping a promising future for New Zealand’s venison in Asia.
