ZQRX partners with Land to Market to promote regenerative wool

The New Zealand Merino Company’s regenerative wool platform, ZQRX, has announced a strategic partnership with Savory Institute’s Land to Market Program.

Together, the two industry titans will strengthen ZQRX’s network of farmers, which spans over 3.7 million acres of land. The two groups will work together to achieve a more sustainable future by assisting these producers in constructing regenerative agriculture and monitoring the subsequent ecological impacts.

The concept that regenerative agriculture is a path of continual improvement throughout the whole ecosystem – including environmental, social, and animal welfare outcomes – is at the heart of ZQRX. ZQRX has so far supported this journey through a set of 15 Key Performance Indicators spanning biodiversity, climate, animal health, and community.

Megan Meiklejohn, Senior Vice President of Supply Chain Innovation at Land to Market, said that this collaboration between Land to Market and The New Zealand Merino Company will expedite the usage of regeneratively cultivated materials for the fashion industry.

Chris Kerston, Chief Commercial Officer, said that important collaborations like this one enable them to deploy science-backed and outcome-based solutions to more farmers while also providing brands with at-scale regenerative material alternatives. Their collaboration will increase supply by giving training and resources to wool farmers, equipping them with the tools they need to manage their land, become more robust to harsh weather events, increase biodiversity, and ensure profitability.

This collaboration will have a meaningful influence on the ZQRX platform’s Land Indicator, with Savory Institute’s Ecological Outcome VerificationTM (EOV) procedure serving as a major quantitative metric. The EOV evaluations are intended to help and teach producers throughout their regenerative journey, as well as to determine the results of their management in the pursuit of continuous improvement.

John Brakenridge, CEO of The New Zealand Merino Company, said that at ZQRX, their regeneration efforts are focused on continuous progress. This conviction is at the heart of their exciting new collaboration with the Savory Institute’s Land to Market Program, as they expand on the practices and measurable outcomes provided to their network of producers and brand partners. As a result, they’re speeding their development as we identify real measures and areas for improvement, eventually leading to more impactful ecological results.

ZQRX and Land to Market’s collaboration was a natural next step in advancing the adoption of regenerative management as two outcome-driven businesses with similar goals. As a consequence of their collaboration, consumers and businesses will have access to the highest quality wool – a natural fiber that fosters regenerative ecosystems, healthy communities, and the world’s greatest animal welfare standards.

As a founding partner of ZQRX, VF Corporation is investing significantly in ZQRX’s Land Indicator, bolstering the great effect that this alliance will have as brands like VF’s own Smartwool and Icebreaker strengthen their grower ties.

Jan Van Mossevelde, Global President of icebreaker, said that through their strategic cooperation with ZQRX, they ensure that their performance gear items respect the duty of conserving their world, as well as the growers and animals involved. They’re happy to take these efforts to the next level in pursuit of a regenerative future for their ZQ-certified merino by supporting the team’s cooperation with Savory Institute’s Land to Market.

Jennifer McLaren, President and CEO of Smartwool, said that as they continue their quest to make 100% climate-positive wool, ZQRX’s cooperation with Savory Institute’s Land to Market is an exciting milestone in bringing forward their sustainability commitment. As they embark on a path of continual improvement with their producers, they’re glad to assist the creation of their Land Indicator.