Integrity and happy sheep

Happy SheepNew Zealand has a reputation for producing clean white soft lovely wool.  Recently via Facebook someone asked “Yeah that’s all OK but how do you treat the sheep?”

I think this was a fair question, although it did get some social media responses as it was read as a little insightful by some.

The short answer of course is “Really well” Our farmers want their animals to be healthy and happy.  They sign up to a wool growing integrity programme with important rules on the environment, social responsibility and Animal Welfare.

Our animal health and welfare manual has firm objectives to ensure that our wooly friends are provided with five basic freedoms.

1. Proper and sufficient food and water.

2. Adequate shelter.

3. The opportunity to display normal patterns of behavior.

4. Physical handling in a way, which minimizes pain or distress to the animal.

5. Protection from and rapid response to any significant injury or disease.

Our wool growers are very aware that if carpet buying people have uninformed views on animal treatment it can put them off purchasing animal fibres.

The growers’ practices are externally verified through an audit process, which they gladly do in order to qualify for our Integrity programme.

Farmers tend to be animal lovers, they don’t want to see any animal suffer and they know that healthy happy sheep grow better wool.

Happy Sheep in New Zealand

Happy Sheep

Choose Wool

Choose Wool

Purple Sheep goes all out in an 80’s Wham tribute.

This Christmas Choose Wool,  But first enjoy Purple Sheep’s 80’s style Wham tribute to “Last Christmas”

Sheep Shearing in Paradise

A short film cobbled together from footage I took in New Zealand this month..  It shows the shearing  (wool harvesting) process.  Check it out..

New Zealand Road Trip

Our mantra to the market is all about “knowing where the wool comes from” Why?  If you don’t know who made it and where, how can you measure quality, value, sustainability, ethics, etc..?   But more importantly its about communication and trust.

We maintain that by connecting farmers and brands we are able to supply better fibre that is made for the job at hand.    It has to go both ways, as well as talking to the market we have to report market opportunities and trends back to the woolgrowers.

With all this in mind I am really excited to have been asked to travel to New Zealand to bridge the 14,000-mile gab between our growers and our customers.  Ill be speaking alongside our Chairman and CEO about the amazing opportunities that are there for the taking with our wool.

We will be getting to 17 rural communities in 9 days to talk to the people who grow the best wool in the world.   We aim to inspire more farmers to join us.  We hope to install confidence to our current growers and we hope to learn a lot along the way.

If you are in New Zealand and you have a few sheep, grab a few friends and come along.  We kick off in Wellsford on September 23rd.  There full schedule is here

For those of you who are not sheep farmers – why not – just look at these cute fuzzy little sheep!

Kiwi Farmer with Lambs

Kiwi Farmer Andrew Freeman – Courtesy Beef & Lamb NZ.

Ask more by sending an email to

Jeff Farm

This is Jeff Farm in New Zealand’s deep south.

Laneve farm

Young Kiwi farmers learning the ropes

This is rich, fertile farmland ideally suited to raising the very highest quality Laneve wool. The farm runs 12,000 breeding ewes and considered one of the best Romney breed flocks in New Zealand.

Jeff Farm is managed by John Chittock for The Salvation Army Trust Board, and is a unique farming enterprise.  Edmund Jeff first farmed this property before World War 2 and subsequently gifted it to The Salvation Army on the provision that it would be used to train young people for a career in the New Zealand agricultural industry.

Ulster Carpets use Laneve wool grown on Jeff farm for some of their carpet ranges.  In doing so Ulster are secured of a reliable and consistent supply of the very best sustainably produced fibre and they are doing their bit to ensure future generations are trained to keep growing wool well into the future.

Ulster Jeff Farm

Click this image to see Ulster’s Laneve Trace Profile

Wools of New Zealand

I have just hit the “put” button on a brand new website for out USA friends.

This site has been created to be USA Consumer-centric.   So although we have heaps to say, most of that is jargon and gobble-de-gook to someone who just wants to know about wool and where to purchase quality products from someone they can trust.

The site is live now at

It is day one so I’m sure there will be a few gremlins and broken links, but please take  look…

And expect updates..


usa site

the Wools of New Zealand USA & Canada website

The Laneve Wool Life Cycle

The Laneve Wool Life Cycle

Here is the story of Laneve in info-graphic form… We can break it down to a few simple points..

  • World’s best farming practice
  • Shorn wool from happy free-range sheep
  • Excellence in quality
  • Stunning Colour and Design
  • Fully transparent supply chains
  • Renewable and sustainable materials

Take a look..  Click on the image and it will open in a new page.

The Laneve Wool Life Cycle