About 200,000 of the deer penises, complete with testicles, are sent to China from New Zealand each year.

"For a long time men believed that the larger the pizzle, the stronger their own would be," says Murray Hamer, Oriental trade manager for the Alpine Deer Group, based in Wanaka.

But the market, mainly in the north of China, is gradually reducing. "The belief in the sexual vigour of pizzles is slowly dying out. Modern Chinese men believe they don't work. They have turned to the Chinese version of Viagra and are getting results."

Read entire deer happiness article here.