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A modest gift of nine deer from India to the Hawaiian Islands in 1867 has become a modern-day ecological nightmare.
On the island of Maui, the axis deer population has grown to about 65,000 and could grow to 225,000, having a devastating impact on pastures and vegetation that are already in short supply due to the ongoing drought.
But Jake Muise, CEO/co-founder of Maui Nui Venison, offers an unconventional solution to offset the axis deer’s rampant expansion: sustainable, USDA-approved fishing methods that address overpopulation while protecting the land and helping locals.
“We knew that by balancing populations in the areas we could help improve food systems, ecosystems, communities, customers and others,” says Muise. “Along the way, we discovered that this animal is also one of the most nutrient-dense on the planet.”
Muise shares the unique story of his company’s mission in the latest episode of “One Day with Jon Bier.” Listen to the entire episode below and read on for key takeaways from the conversation.
Related: Entrepreneurs can no longer hide from sustainability – here’s how they should cultivate sustainable business leadership
Why there are so many deer in Hawaii
No one could have imagined that the number of Axis deer gifted by India in the 19th century would explode over the years. But Muise explains it as a perfect storm in a convenient location and a unique species.
“What makes axis deer so prolific as an invasive species is that it is one of the few deer species in the world whose sperm are viable year-round,” he says. “In the vast majority of other deer species, testosterone levels decline as the antlers fall off each year. However, Axis deer are capable of breeding year-round, representing an annual growth rate of 33%.”
Add to that an environment with perfect weather, plentiful food, and no natural enemies, and you have the recipe for a population explosion.
The deer dilemma
Muise explains that having so many deer in such a remote area has a devastating impact on the environment. Water is a precious commodity in Hawaii, “but as deer become established in our watersheds, they reduce the amount of water collected by 50 percent.”
The deer eat much of the farmland, destroying crops and affecting the food systems of other important animals such as: B. Cows. They also pose a danger on the road. Muise says there is an accident involving a deer every night on Maui.
The Mission of Maui Nui Venison
About 15 years ago, Muise and a few colleagues began developing a sustainable business solution to the deer problem that would benefit the community and the customers they wanted to support.
Teams humanely harvest the deer and track their movement using drones and sophisticated infrared technology. They then sell the venison commercially throughout the country.
“We were always just trying to solve a problem. We didn’t really know that this would be the healthiest red meat in the world,” says Muise. “Our venison has some of the best nutrient density testing in the world.”
The premium quality of the meat (plus some plugs from Joe Rogan and Peter Attia) has attracted consumers to pay top dollar and have the meat delivered.
This allowed Muise to keep prices low for local customers.
“Part of our sustainability model is that it has to be accessible locally,” he says. “You go to our website now and it’s $30 to $40 a pound to get some delivered to your door in California. The same stuff costs $8 a pound for someone locally.”
Muise has also developed an ingenious system to give away the venison to locals in need – especially after last year’s devastating fires.
In addition to donating the venison to food banks, the company also leaves free bags in freezers at local stores.
“When we donated to the food banks but realized it wasn’t reaching our community members because it’s really difficult for local people to ask for help.”
Muise says keeping the venison in small bags at local grocery stores makes it more accessible.
“Anyone who needs it can just take it,” he explains.
Related: 6 Ways to Integrate Sustainable Principles into Your Business
A profit-oriented solution
While Maui Nui Venison’s roots lie in sustainability, Muise says its unique business model would never work if it wasn’t focused on profit.
“Originally I thought the solution was to be a nonprofit and get a bunch of grants and that would be it. That would have been impossible to implement as a nonprofit organization.”
How is the company doing?
Muise says: “The most exciting metric for us when you think about what matters is that over the last five to six months we have been in the areas where we are managing to balance the population. It’s taken 14 years, but our communities and customers are on the rise.”