{"id":7452,"date":"2023-08-25T17:47:22","date_gmt":"2023-08-25T05:47:22","guid":{"rendered":"https:\/\/thebuzz.apnanetwork.co.nz\/?p=7452"},"modified":"2023-08-25T17:47:22","modified_gmt":"2023-08-25T05:47:22","slug":"nz-merino-wool-sellers-attract-new-ethical-producers-in-australia-to-stem-shortfall","status":"publish","type":"post","link":"https:\/\/thebuzz.apnanetwork.co.nz\/?p=7452","title":{"rendered":"NZ merino wool sellers attract new ethical producers in Australia to stem shortfall"},"content":{"rendered":"<p>New Zealand is known for its jaw-dropping scenery, first-class food and wine, and sheep &#8211; lots of them.<\/p>\n<p>It stands at less than a third of what it was four decades ago, about 20 million sheep, as the industry competes with other land uses like dairy and beef farming.<\/p>\n<p>That is an issue for a number of businesses, including marketing and innovation firm New Zealand Merino Company.<\/p>\n<p>It has built a reputation for sourcing ethically produced merino wool for the rapidly expanding outdoor apparel market.<\/p>\n<p>It now sells wool to more than 130 brands, covering everything from luxury fashion to footwear.<\/p>\n<p>But demand for merino wool is outstripping supply in New Zealand, despite wool only making up 1 percent of the the world&#8217;s textile fibres.<\/p>\n<p>New Zealand Merino Company&#8217;s Australian regional manager Steve Wainewright said that for the past five years, the company had been sourcing additional wool for its customers from Australia.<\/p>\n<p>It now has about 130 Australian woolgrowers on the books, providing the business with 15 percent of its needs.<\/p>\n<p>The company has 75 percent of the market share of apparel wool grown in New Zealand.<\/p>\n<p>&#8220;In the past two or so years, New Zealand Merino has really stepped up and that&#8217;s aligned with the growing demand from brand partners for wool in this space,&#8221; Wainewright said.<\/p>\n<p>&#8220;We&#8217;ve got orders from 10 micron to 40 micron wool, anywhere from that luxury fashion space to interior textiles and carpet.&#8221;<\/p>\n<h3>Sending Australian wool to NZ<\/h3>\n<p>Tasmanian woolgrowers Chris and Claire Headlam started supplying New Zealand Merino three years ago.<\/p>\n<p>The couple who farm at Woodbury, halfway between Launceston and Hobart, were eyeing the market for some time.<\/p>\n<p>They run just over 8000 merino sheep on their 1800-hectare property, Ratharney.<\/p>\n<p>&#8220;This country lends itself to growing good, healthy sheep,&#8221; Headlam said.<\/p>\n<p>&#8220;It&#8217;s just a good fit with some native run country and improved paddocks, as well as irrigation.<\/p>\n<p>&#8220;It gives us a few options to run those stock.&#8221;<\/p>\n<div class=\"photo-captioned photo-captioned-full photo-cntr eight_col \"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/rnz-ressh.cloudinary.com\/image\/upload\/s--HbxuXfSj--\/ar_16:10,c_fill,f_auto,g_auto,q_auto,w_1050\/v1643518056\/4NNBN6D_image_crop_67126\" alt=\"New Zealand merino sheep in rural livestock farm.\" width=\"1050\" height=\"700\" \/><\/p>\n<p class=\"photo-captioned__information\"><span class=\"caption\">Some farmers have had to change their practices to meet New Zealand standards. File pic\u00a0<\/span><span class=\"credit\">Photo:\u00a0123RF<\/span><\/p>\n<\/div>\n<p>To qualify for a three-year contract with New Zealand Merino, the Headlams ceased mulesing, a one-off procedure to remove folds of skins around a lamb&#8217;s rear and tail.<\/p>\n<p>They also have to meet a globally recognised set of standards that cover fleece quality, animal welfare, environmental sustainability, and social responsibility.<\/p>\n<p>&#8220;The Kiwis ceased mulesing quite early in the piece because they could see the markets [they] could gain access to,&#8221; Headlam said.<\/p>\n<p>&#8220;It was quite clever on their behalf.&#8221;<\/p>\n<p>The pair recently spent some time in New Zealand as part of a study tour of its wool and textile industry, including its biggest outdoor merino brand, Icebreaker.<\/p>\n<p>&#8220;I&#8217;ve always been a fan of wearing their Icebreaker apparel for nearly 20 years,&#8221; Headlam said.<\/p>\n<p>&#8220;It&#8217;s cool to see that finally we&#8217;ve got some connection with a consumer through that channel, with New Zealand Merino and AWN.&#8221;<\/p>\n<p>Claire Headlam said it was encouraging to see the entire supply chain on the same page.<\/p>\n<p>&#8220;Icebreaker have been manufacturing quite sustainably for quite some time now,&#8221; she said.<\/p>\n<p>&#8220;But their real goal is to remove plastic from their garments.<\/p>\n<p>&#8220;It fits with some of our values as well, because we&#8217;re really trying to reduce the amount of plastic we use.&#8221;<\/p>\n<p><b><i>This story was first published by the\u00a0<\/i><\/b><a href=\"https:\/\/www.abc.net.au\/news\/rural\/2023-08-25\/nz-chasing-more-ethically-produced-australian-merino-wool\/102737976\">ABC.<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>VIA RNZ<\/p>\n","protected":false},"excerpt":{"rendered":"<p>New Zealand is known for its jaw-dropping scenery, first-class food and wine, and sheep &#8211; lots of them. It stands at less than a third of what it was four decades ago, about 20 million sheep, as the industry competes with other land uses like dairy and beef farming. That is an issue for a [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":7453,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,222,174],"tags":[],"class_list":["post-7452","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-latest-news","category-nz-news"],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/thebuzz.apnanetwork.co.nz\/index.php?rest_route=\/wp\/v2\/posts\/7452","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thebuzz.apnanetwork.co.nz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thebuzz.apnanetwork.co.nz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thebuzz.apnanetwork.co.nz\/index.php?rest_route=\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/thebuzz.apnanetwork.co.nz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=7452"}],"version-history":[{"count":1,"href":"https:\/\/thebuzz.apnanetwork.co.nz\/index.php?rest_route=\/wp\/v2\/posts\/7452\/revisions"}],"predecessor-version":[{"id":7454,"href":"https:\/\/thebuzz.apnanetwork.co.nz\/index.php?rest_route=\/wp\/v2\/posts\/7452\/revisions\/7454"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thebuzz.apnanetwork.co.nz\/index.php?rest_route=\/wp\/v2\/media\/7453"}],"wp:attachment":[{"href":"https:\/\/thebuzz.apnanetwork.co.nz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=7452"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thebuzz.apnanetwork.co.nz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=7452"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thebuzz.apnanetwork.co.nz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=7452"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}