NZM rolls out digital traceability for certified ZQ wool supply

The New Zealand Merino Company (NZM) has announced it will provide digital traceability for 100% of its ZQ and ZQRX certified wool, applying TextileGenesis technology across all certified fibre. This approach will enable brand partners to access verified farm-to-product data and support authenticated sourcing claims.

Digital chain

The traceability system leverages TextileGenesis's proprietary Fibrecoin technology. This creates a secure, end-to-end digital chain of custody for certified wool - tracking the product from farm to the finished garment. As part of the expansion, all brands sourcing ZQ and ZQRX wool will receive traceability as standard, with no extra charges applied. NZM will invite its brand partners to adopt the TextileGenesis platform in the coming months.

Verified access

Through this system, brands will have real-time access to supply chain data. This addresses both consumer and regulatory demands for proof of origin and sustainable practices in textile supply.

"This marks a step-change in how regeneratively grown and ethical wool is tracked and trusted," said Henry Tallott, General Manager Integrity Systems, NZM. "Brands working with ZQ and ZQRX wool now have access to real-time, verified supply chain data - helping them meet rising consumer and regulatory expectations."

Sustainability focus

ZQ and ZQRX wool programmes are supplied exclusively via direct contracts and approved supply chain partners. Both standards are designed to uphold animal welfare, environmental care, and grower wellbeing. The programmes previously relied on a manual chain of custody system for traceability. The new digital solution automates and broadens the process, enabling brands to validate sourcing practices with greater accuracy and transparency.

"Traceability underpins every claim our customers make about their sourcing," said Tallott. "By embedding TextileGenesis' technology across all ZQ and ZQRX fiber, we're not just meeting expectations - we're raising the bar. This ensures growers are visible and valued, while brands get the data they need to support credible product claims."

Regulatory demand

The wool industry is facing growing legal requirements around traceability, particularly with frameworks such as the EU Digital Product Passport and global greenwashing laws coming into play. By making digital verification a default option, NZM and TextileGenesis aim to respond to these demands while offering a uniform level of transparency for all supply partners.

Industry collaboration

TextileGenesis, which is now a Lectra company, continues to expand its textile and apparel supply chain tracking technology globally. Its collaboration with NZM builds on a prior pilot involving three international brands. This partnership supports both regulatory compliance and consumer-facing transparency initiatives within the wool sector.

"New Zealand Merino is leading the way in aligning regenerative sourcing with digital traceability at scale," said Amit Gautam, Founder & CEO of TextileGenesis. "Together, we're building a more resilient, transparent wool supply chain - one that empowers growers and gives brands the verified data they need."