On the ethics side we’ve made more progress. All our wool is mulesing-free. This painful method of fly prevention isn’t inline with our animal welfare standards. So we don’t work with farms still using this method. The trail continues to stretch out, long and undulating, in front of us. The path isn’t straightforward; but we will continue to learn and improve.
Our response to animal mistreatment at ZQ-certified farms
Dear Fjällräven Friends,
On December 31st the American nonprofit organisation PETA (People for the Ethical Treatment of Animals) released video footage of sheep in New Zealand with horrific scenes of animal mistreatment during shearing. PETA claimed that it was filmed at farms working for The New Zealand Merino Company (NZM), a supplier of wool for Fjällräven.
We were as shocked as everyone else by the footage, even more so, since the whole reason for choosing ZQ Wool some ten years ago, was due to their world-leading standards when it came to guaranteeing the welfare of the animals.
Following a thorough review of the footage released by PETA, it has been confirmed by NZM that two of the farms depicted in the video are part of the ZQ program. We are appalled that it has happened at all and extremely disappointed by these revelations.
However, after much deliberation, we believe that driving meaningful change, far outweighs the short-term relief of walking away from the problem.
Therefore, we have formally demanded that NZM implement the following:
(a) Animal welfare training for shearers before they engage with ZQ-certified farms
(b) Tighter controls during shearing
(c) Mandatory signing of an animal welfare code by shearers at all Fjällräven-supplying farms
(d) The presence of a veterinarian during shearing.
We will pressure NZM and New Zealand’s Ministry for Primary Industries (MPI) in reforming shearing practices across the country, starting with all ZQ-certified farms. Should a Fjällräven-supplying farm be involved in these issues, we will demand that it be marked as inactive in the ZQ system, and no wool from it will be delivered to any other Fjällräven supplier or premises until corrective actions are taken. To further ensure compliance, from this season onwards, Fjällräven representatives and veterinarians will be present during the shearing season in New Zealand to oversee adherence to our animal welfare standards.
The footage released by PETA is shocking, to say the least, and demands fundamental changes in shearing practices. We refuse, however, to agree with PETA’s notion that cruelty is an unavoidable part of wool production. We hope to continue to use wool in our products because of its exceptional properties and as a renewable, biodegradable, non-fossil based alternative to synthetic materials.
We deeply regret the harm caused under our name and will keep our customers informed as we work to improve this situation. We remain committed to transparency and will continue to communicate openly on our progress as we address this troubling issue.
PS. We will not continue to claim our Wool Promise until we can confidently ensure that all practices meet our own high animal welfare standards.
Martin Axelhed
Fjällräven CEO
For more information please contact: csrsupport@fjallraven.com
17th of January 2025