An undercover investigation on x11 ZQ-certified wool farms in New Zealand reveals horrifying allegations of abuse. We urge brands to investigate and request MPI take action for the clear violation to the Animal Welfare Act 1999.
Watch the video here, (warning, graphic content).
Email us at [email protected] for the letters to brands and MPI, and the brand email list.
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Sheep are gentle, intelligent animals who feel fear and pain just like us.
This investigation revealed:
- Shearers kicking, stomping, and violently throwing sheep, even laughing as they bled.
- Workers using weapons like ski poles to jab sheep and one sheep is punched.
- Sheep suffering gaping wounds without pain relief, their cries ignored.
- One sheep’s throat is slit while still conscious after being tormented.
- Overcrowding is so severe that one sheep is suffocated, and their wool is still taken for sale.
- Sick and injured sheep denied proper care, left to die in agony.
Common NZ brands like Arc’teryx, Barkers, Icebreaker, Max, Mons Royale, Rodd and Gunn, Untouched World and many more profit from ZQ-certified wool with claims of ethics and sustainability.
Sheep are beautiful, social animals who deserve kindness and respect—not torture and neglect. Join us in demanding justice for these animals. Every voice, every action makes a difference. Thanks to PETA Asia-Pacific for exposing these atrocities.
It’s time to take a stand.
Email us at [email protected] for the letters to brands and MPI, and the brand email list.
- Ask that these brands take action – urge them to immediately investigate and ensure they have strong policies against animal cruelty.
- Request Ministry for Primary Industries (MPI) enforce the law – call on them to enforce New Zealand’s animal welfare laws. Fill out the form on their website using and personalising the letter below, https://www.mpi.govt.nz/contact-us/report-animal-welfare-concern/
View the complete letter to brands
Subject line: Serious concerns about reported animal welfare violations within your supply chain
I am writing regarding the investigation into ZQ-certified wool farms in New Zealand, conducted between 2023-2024. The findings of this alleged investigation have raised serious concerns about animal welfare violations within your supply chains.
The reported investigation, which covered x11 farms and shearing sheds producing ZQ-certified wool, documented numerous concerning incidents that violate both New Zealand’s Animal Welfare Act 1999 and the promoted standards of ZQ certification, including:
- Deliberate physical abuse of sheep, including kicking, beating, stomping, and violent handling during shearing
- Use of excessive force and weapons (including ski poles) to strike animals
- Performance of surgical procedures without pain relief
- Overcrowding leading to animal deaths through suffocation
- Inhumane killing methods, including throat-slitting of conscious animals
- Inadequate care for injured or ill animals
- Improper disposal of deceased animals
These practices appear to violate multiple sections of the Animal Welfare Act 1999, particularly:
- 7.6 Shearing, Dagging and Crutching – Code of Welfare: Sheep and Beef Cattle
- 28 Wilful ill-treatment of animals – Animal Welfare Act 1999
- 28A Reckless ill-treatment of animals — Animal Welfare Act 1999
- 10 Obligation in relation to physical, health, and behavioural needs of animals – Animal Welfare Act 1999
- 2.1 Competence of Stunning and Slaughter Personnel – Code of Welfare: Commercial Slaughter
Furthermore, these findings appear to fundamentally contradict the ethical claims made by ZQ certification and your own company commitments to animal welfare and responsible sourcing.
As major buyers of ZQ-certified wool, you have both the responsibility and influence to address these serious concerns. We request:
- A formal response detailing your position on these findings
- Information about any internal investigations you will conduct
- Specific actions you will take to ensure such abuse is not occurring in your supply chains
- Timeline for implementing enhanced monitoring and accountability measures
This matter has significant implications for consumer trust and animal welfare, and we believe urgent action is required.
View the complete letter to MPI
I am writing to urge you to address the reported evidence of animal cruelty recently exposed in PETA Asia-Pacific’s investigation into ZQ Merino-certified sheep farms in New Zealand. The footage is deeply distressing, showing sheep subjected to brutal treatment, severe neglect, and horrifying deaths.
This investigation highlights systemic failures in animal welfare enforcement and calls for urgent action. We strongly encourage you to ensure these incidents are thoroughly investigated, those responsible are held accountable, and meaningful reforms are implemented to prevent future cruelty.
The video is available here. We hope you will take immediate steps to address this critical issue.