The name change and restructuring is a result of the downsizing of the Deer Farmer Association's national Council and the appointment of a Producer Executive by the Game Industry Board to manage producer affairs. Tony Pearse, formerly of the Life Sciences company AgResearch, has been appointed to this position.

"This is a structural reflection of the strong industry unity that the deer industry has been working to achieve in recent years" said MJ Loza, CEO. "The GIB has always had an industry-wide approach and the new structure will further assist the integration of our programmes across all production, distribution and marketing activities. This will further strengthen quality assurances and provide a strong and unified industry voice".

The New Zealand Game Industry Board (NZGIB) was established in 1985 to "promote and assist with the orderly development of the deer industry". The NZGIB does not trade in products. Its responsibility is solely for products derived from deer, and it is not involved with other game animals. NZGIB is a frequent exhibitor at US dietary supplement industry trade shows, and works to educate the industry as to the benefits, safety, and humane aspects of velvet antler production and usage.