Stock Handling & Animal Welfare

NZ Merino Company suspends two farms after PETA investigation

Terry Sim January 17, 2025

LEADING ethical wool marketer, the New Zealand Merino Company, has suspended two farms from its ZQ program after anti-wool activist group PETA released video footage of alleged cruel treatment of sheep in NZ wool sheds.

PETA Asia-Pacific has claimed that from 2023 to the end of 2024 it went inside 11 farms and shearing sheds in New Zealand that produce ZQ-certified wool, a certification standard developed and owned by The New Zealand Merino Company.

PETA has described the standard as a ‘sham’ and challenged NZM claims it is the world’s leading ethical wool brand and that sheep producing wool for its programs are humanely treated.

PETA Asia-Pacific has said its investigation reveals there is no such thing as “ethical” or “humane” wool. The footage showed shearers kicking and hitting sheep, and throwing them down chutes, with some animals left with wounds that were stitched up without painkillers. PETA also claimed sheep were forced into severely crowded enclosures, leading to one being smothered to death, and a farmer slit the throat of a conscious sheep after the animal spent days struggling and collapsing. PETA claimed that farmers used dogs that sometimes attacked the sheep and were also abused.

NZM identifies two ZQ farms from PETA footage

In a statement released today, NZM chair Kate Mitchell said New Zealand’s Ministry for Primary Industries has confirmed that a large volume of footage alleging animal welfare mishandling has been processed, but will not disclose the identity of entities involved in its investigation.

“NZM is also running an independent investigation for breaches of its ZQ Standard,” Ms Mitchell said.

Through the publicly available footage NZM has been able to identify two ZQ farms, along with a number of non-ZQ growers,”” she said.

“NZM cannot provide the names of these properties, nor any third parties (e.g. shearing sub-contractors) involved due to the Privacy Act 2020 and so as not to prejudice the outcome of the ongoing MPI investigation.

“NZM immediately suspended these farms from the ZQ programme and will move to determine if any breach of the ZQ Standard has occurred,” Ms Mitchell said.

“If further information or footage is released we are committed to expanding our investigation.”

Ms Mitchell said NZM and its growers are appalled by the footage and unequivocally condemn the “mistreatment of animals.

“The behaviour captured in PETA’s footage does not reflect the values or practices of the 600-strong ZQ grower base.

“These farms, many of which are multi-generational family properties, are committed to being part of a standard that advocates for the highest levels of animal welfare,” she said.

Ms Mitchell said the ZQ programme was founded on a commitment to work constructively with growers to continuously improve animal welfare on farm, banning mulesing a decade before it was outlawed in New Zealand in 2018 – the first country in the world to do so.

“We categorically reject the claim that animal abuse is in any way a typical occurrence within the ZQ programme.

“We have zero tolerance for breaches of our standards.”

Ms Mitchell outlined the actions NZM has taken:

  • Farms identified have been suspended from the ZQ programme pending completion of its investigation
  • Unprocessed wool from the two identified farms has been quarantined in the supply chain
  • NZM has reengaged PETA and MPI directly requesting the names, locations and dates of the farms
  • NZM has initiated a rapid response assessment of all ZQ farms to determine that current animal welfare protocols are being upheld and identify potential gaps in its monitoring process.

NZM has also requested an additional 50 animal welfare-focused spot inspections to be completed by Control Union, its third-party auditor, by the end of February, Ms Mitchell said.

Ms Mitchell said NZM’s in-shed observation visits during shearing will now be accompanied by a third-party auditor and the company is commissioning an independent industry working group to develop recommendations for enhanced welfare and monitoring.

“In addition to the third-party spot inspections on farm, there will also be independent monitoring of the programme certification and assurance processes.

“We are also exploring the continual advancement of our monitoring and control protocols during shearing and for animal handling practices,” Ms Mitchell said.

Ms Mitchell said the following actions are being considered to support the improvement of the ZQ Standard:

  • The use of video surveillance during shearing for independent review by auditors
  • Unannounced inspections by third parties during heightened risk times of the season (e.g. shearing)
  • The appointment of trained, designated animal welfare officers in shearing sheds during shearing for each ZQ property

Ms Mitchell said NZM’s commitment to delivering ethically farmed wool remains unwavering.

“We will continue to hold ourselves accountable, raise the bar for animal welfare, and provide consumers with confidence in the integrity of the products they purchase through the ZQ programme.

“Our brands absolutely believe in ethical wool – many of them have come over to New Zealand and Australia and seen the great work happening on farm for themselves.”

The PETA investigation has named several NZM brand customers and NZM chief executive officer Angus Street said PETA has continued to target the company’s brand partners directly and the company has been in constant contact to help them manage a rush of emails and social media comments.

“This has included direct pressure being put on CEOs and other leaders to stop using wool.”

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Comments

  1. Angus Hobson, January 18, 2025

    Both the animal welfare breaches, and the clandestine nature of the video footage collected, are concerning. I can see a time – in the not too distant future – when shearing sheds — at least those aligned with different QA programs — will require a code of conduct signed by all personnel in attendance, as well as formal ID verification/vetting of everyone on the farm.

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