Wool brands push for regenerative farming
Four major wool brands are banding together to try and reduce the environmental impact of sheep farming in Aoteaora. The New Zealand Merino Company, Icebreaker, Allbirds and Smartwool have announced this morning they are creating a new system to buy from regenerative wool farmers. The programme is launching with 167 sheep farmers who are trying new things to make their farms active regenerative. it's an upgrade on an existing ZQ structure which measures the sustainability of wool farms. The New Zealand Merino Company says sustainability isn't enough and active regeneration is required. Dave Maslen is the General Manager for Markets and Sustainability at The NZ Merino Company. Kathryn is also joined by the Director of Product Development and Sustainability at Icebreaker Tui Taylor.