The market in Canada has and will continue to be primarily a hunt ranch market, as Whitetail and Mule Deer are the most sought after animals in North America. Managers of fee-based hunting areas are always looking for quality animals and will pay a premium for them. The superior genetics of Alberta breeding stock places our livestock in high demand from the hunt farm industries of Saskatchewan and the United States. Realizing the potential of this future market, many of Alberta's new deer farmers are also hunters, guides, and outfitters.

In the future, there is a large international and domestic market for venison. The growing demand is attributed to health conscious consumers wanting meats which are low in fat, low in cholesterol, low in calories, and high in protein. In 1996, New Zealand exported 11,500 tons of venison with a value of $145 million. Canada is still unable to support its own venison market, and in 1996 imported approximately 27 tons, 95% of which came from New Zealand.