New evidence has surfaced exposing disturbing mistreatment on several New Zealand wool farms. Covert video footage and multiple investigations have revealed brutal handling of sheep, with animals whipped, kicked, and roughly treated during shearing.

These revelations call into question the wool industry’s claims of ethical and sustainable practices.

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Investigations have exposed brutal mistreatment of sheep on New Zealand wool farms.

Allegations of Cruelty and Abuse

Undercover investigations have captured distressing scenes. Sheep were reportedly struck with ski poles, thrown against hard surfaces, and left with open wounds stitched up without pain relief. In some footage, workers were seen laughing while animals suffered. Collective Fashion Justice reported on video evidence from a ZQ-certified farm, where sheep were whipped, smothered, and sustained facial injuries. Other reports have pointed to similar mistreatment across multiple farms.

This violence has not been an isolated occurrence. Several sources, including The Post, have reported that hidden camera footage from various locations shows shearers kicking, punching, and aggressively handling sheep. The videos depict animals with severe bruising and open wounds, sparking widespread calls for a full investigation into the shearing industry’s treatment of animals.

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Sheep were seen being dragged across floors and violently handled during shearing. 

MPI Investigation and Industry Response

The Ministry for Primary Industries (MPI) launched an investigation, reviewing more than 235 video files and conducting interviews with farm owners, industry representatives, and animal welfare advocates. The inquiry has expanded to include several farms that supply high-quality wool to international retailers. In response to the findings, the New Zealand Merino Company suspended two farms from the ZQ certification program while further investigations take place. According to The Post, the inquiry is expected to take months.

Industry leaders insist that such incidents are not reflective of standard practice. Organizations like Federated Farmers argue that most New Zealand farmers uphold high animal welfare standards. However, evidence gathered by animal rights groups suggests that even certified farms are not immune to abuse. A report from NZ Herald points to a pattern of rough handling and violence that raises serious concerns about oversight within the industry.

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Even farms with ethical certifications were found abusing sheep.

Certification and Ethics Claims Under Scrutiny

For years, wool producers have marketed their products under ethical labels like the ZQ certification, which is supposed to guarantee sustainable and humane practices. However, recent footage contradicts these assurances. Animal welfare advocates argue that certification standards still allow for harmful practices, such as tail docking and castration, without proper pain relief. Loopholes in the system have enabled mistreatment to continue under the guise of “ethical” farming. Reports from Collective Fashion Justice and statements from the Animal Justice Party suggest that these issues are not just the work of a few bad actors but are widespread within the industry.

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Investigations found cruelty across multiple locations, not just isolated incidents.

Brands Under Pressure

The controversy has put major brands under scrutiny. Companies such as Allbirds, Icebreaker, and Loro Piana, which source wool from New Zealand farms, are now facing criticism for their ties to suppliers implicated in these abuses. Activists argue that brands promoting ethical fashion must take responsibility for ensuring humane treatment within their supply chains. The Animal Justice Party has urged these companies to conduct independent investigations and hold suppliers accountable. In a press release, the group called on brands to reassess their sourcing and sever ties with any farm that permits animal cruelty.

Government Action and Ban on Mulesing

New Zealand lawmakers have taken steps to improve animal welfare. In a historic decision in 2018, the country banned mulesing—a controversial practice that involves removing strips of skin from sheep to prevent flystrike—without the use of pain relief, LiveKindly reports. The ban comes with hefty fines for violators, signaling increasing pressure on the wool industry to clean up its act.

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Without accountability, abuses may continue unchecked.

Legislation aside, the mounting evidence of sheep mistreatment on New Zealand wool farms has cast a shadow over the country’s reputation as a leader in ethical wool production. Investigations and undercover footage have exposed a troubling reality that contradicts industry claims. While the government’s ban on mulesing marks progress, the abuse during shearing remains a significant concern.

As the MPI probe continues and pressure on major brands intensifies, the demand for transparency and humane treatment is becoming impossible to ignore. If the wool industry hopes to rebuild trust and uphold its ethical commitments, it must address these issues head-on.

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