By The Deer Wife
No two deer farms are alike and that’s exactly how it should be.
I’ve had the privilege of touring quite a few farms, and none look the same as the last. Some are big, some are small. Some are polished and picturesque, others are built with grit and pure functionality in mind. And honestly? That’s the beauty of this industry. A farm thrives by leaning into what makes it uniquely theirs.
I love visiting other properties. I believe it sharpens my knowledge and understanding of the industry, challenges the way we do things at home, and more often than not, sends us back to our farm with a head full of thoughts and a notebook full of new ideas.
Inspiration is everywhere if you’re paying attention. This time, I happened to have a pen in hand while attending Lance Clawson’s fallow deer session at the Exotic Wildlife Association AMM conference. In the middle of answering a question, he said something simple that stuck: “You know your herd plan…”
And I thought—do we? Do we actually know it?
Have we sat down and defined it? Talked it through intentionally? Or are we just working hard every day and hoping it all lines up in the end? Because “winging it” might work for supper… but it’s a risky strategy for a herd plan.
So let’s take this idea a little further
Do you have a herd plan?
If you don’t… it’s probably time to build one.
We can start with exploring the opportunities within this business because this industry offers more than one path forward.
Breeder Market
Breeding stock is the key to pursuing better genetics with purpose. Bigger antlers, body size, efficient does, solid maternal instincts, you name the trait, and there has probably been a breeder that has placed focus on it. It’s about building animals that don’t just look impressive but perform well and strengthen herds for years to come. This market generally places a high emphasis on deep pedigrees and proven genetics. The breeding market is the top tier, the foundation of herd improvement that can influence all other facets of the industry.
Semen sales deserve their own spotlight here. And let’s be honest…Collecting semen straws starts to feel a little like collecting mint-condition baseball cards. Except this “card” might change your entire herd. They’re one of the most accessible ways to bring in outcross genetics without buying a live buck, hauling a trailer across the country, or blowing your entire budget in one handshake. Closed herd? Tight budget? No problem. With the help of a skilled A.I. technician, you can introduce top-tier genetics right into your herd. Or flip the script, collect from your best buck and offer those genetics to others. If you build it right, your breeding program doesn’t just support your herd; it becomes part of your reputation.
Hunting Ranch Market
Now let’s talk about the market everyone seems to have an opinion on: High fence hunting. It is often misunderstood, especially by those who have never participated, or been a part of it. This market creates opportunity; for landowners, for hunters, for families, for veterans, for youth, and for deer and exotic animal farmers. It allows people with limited time or access to still experience a meaningful hunt. And most operations are far from what critics imagine. They’re expansive, well-managed, and designed to create a genuine hunting experience. A connection to the animal. An appreciation for the harvest. And yes—meat on the table, and antlers on the wall as a memory of the experience. Because at the end of the day, it’s a whole lot more natural than grabbing shrink-wrapped protein at the grocery store. And in many cases, if a hunter doesn’t take the meat home, it’s donated to families or local charities. This hunting ranch sector plays a vital role in sustaining our industry, and adds significant value to imperiled animal species that otherwise might have gone extinct. It is “Conservation through Commerce” at work!
Venison Meat Market
Venison consumption isn’t new. It’s just often underappreciated due to improper meat handling and poor food preparation skills of the modern era. Farmed Fallow deer specifically, has been part of the U.S. venison market since 1979, when the first commercial operation was established in New York state. And today? The opportunity is still strong. High-quality venison is a premium product. Lean, healthy, and packed with flavor. Fallow venison is known as the “King of Venison” mild, tender, and highly prized. Good enough for kings. In fact, European royalty kept game parks full of fallow deer dating back to the 11th century.
A Venison production route may require more acreage and higher numbers to scale, but not always. Local farmers markets can be a powerful outlet if you’re willing to put in the time and build relationships. Farm-to-table isn’t just a trend. It’s a trusted and increasingly popular system.
So what makes the most sense for your farm? Mix and match. Find your balance. Build your plan around your resources, your goals, and your strengths. Then—stick with it.
Build your plan.
Grow your plan.
Own your plan.
The grass often looks greener on the other side of the high fence, especially when you’re walking through trade show booths under bright lights and big promises at conferences. But don’t get distracted with trying to turn your farm into the biggest, flashiest star you saw at a conference. If we all chased the same model, this industry wouldn’t work. Difference is not a weakness. We each represent an invaluable cog in the functional gear of this industry.
I’d be remiss if I didn’t mention partnerships because when done strategically, they have the potential to accelerate the timeline to your farm’s goals faster than could be done alone. But let’s clear something up. In the deer farming world, partnerships don’t usually mean splitting daily responsibilities or chores. They mean shared ownership. Typically, it’s ownership of a single animal, or sometimes a group of animals. Each owner manages their own physical operation, makes many of their own decisions, and handles daily care for the animals on their property. The shared animals often aren’t shuffled around; in fact, some may stay at a single location indefinitely. They sometimes stay at one farm for a set period before moving to another owner’s location, based on agreed terms and goals of the specific partnership.
Simple. Structured. Strategic.
This setup allows both parties to benefit from genetics, growth, and production without complicating day-to-day operations. And let’s be honest… Most of us have enough chores already.
Partnerships can open doors to better genetics, expand your herd potential, and even give you a built-in mentor. Like anything worth doing, they have to be done right. Visit the farm; communicate clearly; understand the terms upfront, because not all deals are created equal. Trust is earned, and expectations should be written down. A handshake is great, but clarity is better.
Here’s where it gets personal. Your herd plan isn’t just about what you produce, it’s about how you produce it. Every farm has strengths, and the best thing you can do is lean into yours.
Maybe you’re exceptional at raising bottle babies.
Maybe you focus on producing white fallow deer, or tight curled blackbuck, or the biggest bodied eland; or maybe the calmest fallow in the industry.
Maybe you’ve built a social media presence that connects people to your animals, to this industry, and to other mentors.
Maybe diversification is your edge.
Maybe you have the gift of quality mentorship
Whatever it is, don’t overlook the “small” things. Because those “small” things? That’s your brand. It’s what people remember. It’s what brings them back. It’s what earns you the sale. And what takes us to that next level of responsibility: Earn the sale, earn the respect, and always follow through. Because your reputation travels faster than a trailer load of deer.
No matter which direction your herd plan takes you, we all share a few things in common: a deep appreciation for these animals, a commitment to caring for them, and a drive to keep improving for ourselves and for the next generation of this great industry.
So build the plan.
Write it down.
Talk it through.
Then execute! And have fun doing it! Because a herd can grow by accident, but a long term successful farm takes purpose!
—The Deer Wife
Becky Compton
BRC Fallow Deer