The New Zealand Merino Company has announced it will conduct a thorough investigation into allegations of animal cruelty brought forth by an animal rights organization. The claims involve sheep mistreatment on various farms, with potential consequences including removal from the company’s ethical wool accreditation program if substantiated.
The controversy arose after People for the Ethical Treatment of Animals (PETA) published an exposé focusing on 11 farms and shearing sheds, including Hunter Valley Station in Central Otago, owned by former American television host Matt Lauer. PETA’s footage allegedly reveals numerous instances of abuse, such as workers stepping on and dragging sheep, and performing medical procedures without anesthesia.
PETA has criticized the ZQ-certified wool program, claiming that it is deceitful regarding its animal welfare standards. The organization has urged notable buyers like Allbirds and Icebreaker to cease using wool products and consider vegan alternatives.
In response, the New Zealand Merino Company, the owner of the ZQ standard, clarified that Hunter Valley Station is not part of its program, raising questions about the involvement of other ZQ-certified farms. The company has expressed its commitment to investigating the issue alongside the New Zealand Ministry for Primary Industries and its auditing partner, and intends to act decisively if violations are discovered.
PETA has turned over its findings to the Ministry for Primary Industries, which is currently investigating the allegations. Meanwhile, Lauer’s legal representative stated that Lauer’s company leaser is not responsible for day-to-day operations on the farm, but is taking the matter seriously and conducting its own review.
Hunter Valley Farming Co Ltd, the entity responsible for farm management, is also conducting an investigation and pledges full cooperation with the Ministry’s inquiries. The controversy has prompted a strong reaction from Federated Farmers, who condemned PETA’s actions and underscored that the behavior depicted is not representative of the broader farming community in New Zealand.
