Instrumental and sensory quality of fallow deer (Dama dama) and red deer (Cervus elaphus) venison

The supply of venison to the Australian domestic market is undermined by inconsistent quality, lack of consistent supply, poor presentation and lack of product knowledge by marketers and at point of sale. The aim of this work is to improve quality assurance of venison produced by the Australian deer industry. This study investigated links between live animal body condition along with pre- and post- slaughter management with subsequent meat quality and consumer acceptance. A study of this type has never before been conducted on venison. Data for venison from fallow deer (Dama dama) castrates (n=18), bucks (n=31) and does (n=24) as well as red deer (Cervus elaphus) stags (n=26) were analysed. The study included pre-slaughter management of deer such as the effect of animal body condition score, sex, supplementary feeding and pre-slaughter stress. A number of post-slaughter treatments were also examined, including the effect of carcass ageing and hanging method. Pre-slaughter Body Condition Score (BCS), the feeding regimen for finishing deer prior to slaughter, and post-slaughter meat quality attributes including pH, moisture content, fat content, fat distribution, shear force, and Lab colour measurement were the factors analysed along with consumer sensory evaluation. Overall, this study has shown that venison is a high quality product. Sensory evaluation showed the product to be strongly appreciated by men and women between the ages of 25 and 55, and differences in ‘overall liking’ between red and fallow deer venison were not detected in this study. Consumer behaviour is shaped by the availability of product to meet their needs. The decision to purchase food products is generally influenced by perception of quality in terms of safety, sensory aspects, nutrition and health (Troy and Kerry 2010). This study confirms that Australian venison has the potential to meet all of the characteristics desired by consumers