University of Alaska Fairbanks M.P. Penfield, D. Mitchell, M.J. Reimann, and H.D. Loveday Dept. The University of Tennessee Introduction Historically, sales of exotic meats have been limited only by supply. As supply has increased in recent years, national and international exotic game markets have grown rapidly. The Alaskan reindeer industry is exploring the potential of expanding its meat sales as well as antler sales. Meat production increased from 320,000 pounds in 1987 to 432,000 pounds in 1988.
Evidence exists that some consumers are willing to pay premium prices for reindeer.
Consumers are placing less emphasis than in the past on cost as the primary deciding factor in food purchases. Value has become synonymous with quality. Quality has been identified as the major key to success and growth in today's food industry. Scandinavian and Canadian reindeer and New Zealand red deer compete with Alaskan reindeer in national and international markets. Thus, successful entry and maintenance of market share will be dependent on the quality characteristics of the Alaskan reindeer meat.