Seminar · Season 1

Wool and Animal Welfare

19 June 2025

This conversation delves into the critical issues surrounding animal welfare in the wool industry, focusing on practices such as mulesing, tail docking, and shearing. Experts from various sectors discuss the implications of these practices on animal welfare, the importance of certifications, and the evolving standards in the industry. The dialogue emphasizes the need for transparency, ethical sourcing, and the role of technology in improving animal welfare. The panelists share insights on how brands can navigate these challenges while maintaining a commitment to ethical practices.

Session Guests

Dave MaslenChief Customer OfficerNew Zealand Merino Company
Justine RossWool growerHāwea Station
Annie NilssonBuying and Production ManagerBITE Studios

Hosted by

Lisa BergstrandFounderBergstrand & Good Wool Collective

Session summary

Animal Welfare in the Spotlight

Animal welfare is no longer a niche concern, it’s central to responsible sourcing, brand credibility, and consumer trust. This session is your opportunity to ask questions, challenge assumptions, and strengthen your sourcing strategy.

In the knowledgebase

Animal welfare in wool: the lifecycle, the risks and the standardsWhere welfare risks arise in the life of a wool sheep, from mulesing and tail docking to shearing and end of life, what the standards cover and where they are silent, and what to ask.