Wool brands push for regenerative wool.

Updated: Mar 24

Four major New Zealand Wool brands are banding together to try and reduce the environmental impact of sheep farming. The New Zealand Merino Company, Icebreaker, Allbirds and Smartwool have announced this week they are creating a new system to buy from regenerative wool farmers.

The ZQrx 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.

NINE TO NOON for full interview

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