The problem with outsourcing ethically-farmed anything to third party companies. This news should shift how ethical fashion operates and considers liability for wrongful marketing.

The New Zealand Merino Company, now rebranded as Zentera, has quietly removed the phrase “world’s leading ethical wool brand” from its website, a notable change that comes after a disturbing investigation by PETA Asia-Pacific into the company’s ZQ-certified wool supply chain, PETA reports to Green Prophet. Zentara, according to its website, supplies wool for 30 leading fashion brands. They are a supplier that CSR VPs have come to rely on for annual and quarterly reports.

They have changed wording on their website and say that their wool is “grown with care.”

ZQ, which now stands for “Zentera Quality,” is Zentera’s official wool certification label, marketed as a standard for animal welfare, traceability, environmental stewardship and social responsibility. Big brands which feature their products as ethical and “kind” are sold by brands including Allbirds, icebreaker, Smartwool (I love their socks), Mons Royale who touts “we are going regenerative!”; and Untouched World, all of which publicly market items made with ZQ- or ZQRX-certified wool.

For years, wool has been sold to consumers as the natural, sustainable alternative to synthetic fibers. But when “ethical” becomes a marketing shield rather than a measurable reality, the industry has a serious credibility problem. (We buy sweaters from babaa in Spain).

If you go to some of the companies that use ZQ wool they are still celebrating the “eco credentials of their suppliers, like with SmartWool, this screen capture taken April 1. This is not April Fool’s.

PETA Asia-Pacific says it went inside 11 farms and shearing sheds in New Zealand that produce ZQ-certified wool, which it describes as “a sham certification standard developed and owned by The New Zealand Merino Company.” According to the animal rights group, investigators found that “shearers kicked, beat, and stomped on sheep and threw them down chutes. One worker slammed a sheep’s head against a hard wooden board three times.”

Green Prophet reached out to Zentera 24 hours ago and there has since been no reply for our request to comment.

The allegations do not stop at the shearing shed.

PETA says that sheep from ZQ-certified farms whose fleece production had declined were later sent to slaughter, including to a slaughterhouse owned by Silver Fern Farms. There, according to the organization, sheep were “forced onto conveyer belts, electroshocked in the head, and violently killed.” In its account of the footage, PETA says the stunning process was at times inadequate and that some sheep appeared to show signs of consciousness after their throats were cut. One worker laughed at dying sheep when blood was pouring from its eyes.

The group says it has submitted evidence from the farms to New Zealand’s Ministry for Primary Industries, calling for investigation and charges over what it describes as apparent violations of animal cruelty laws. Green Prophet has not independently verified the footage or the full scope of the allegations, but the claims are serious enough to put pressure on every brand still using ZQ wool as a reassurance label. We have reached out to Zentera for a comment.

Among the most shocking findings documented by PETA Asia-Pacific were claims that “workers whipped, tackled, and hit sheep with various objects, including a ski pole,” and that “sheep were left with gaping wounds that were stitched up without painkillers.”

“One worker laughed at a sheep as blood ran down their face from an eye injury,” PETA told Green Prophet.

The investigation also describes overcrowding so severe that one sheep was allegedly “smothered to death,” after which “her wool was still shorn to be prepared for sale.” In another alleged incident, “a farmer slit the throat of a conscious sheep after the animal spent days struggling and collapsing. Her body was dumped into a trash pit.”

These are not the kinds of images consumers picture when they buy a merino sweater labeled “ethical.”

And that may be the larger story here.

Fashion has become adept at swapping one moral language for another. “Natural.” “Regenerative.” “Ethical.” “Responsible.” These words can reassure shoppers who want to avoid petroleum-based fast fashion, but they can also obscure what is happening to animals in industrial supply chains. Wool may biodegrade but that does not automatically make it humane.

For brands relying on ZQ-certified wool, the Zentera rebrand raises uncomfortable questions. Was the removal of the “ethical wool” claim a routine repositioning, or a quiet retreat from language that no longer withstands scrutiny?

Either way, the burden now falls on fashion labels, outdoor brands, and luxury houses using certified merino to explain what exactly they mean when they ask consumers to trust them.

Because if “ethical wool” can include animals who are, in PETA’s words, “kicked, punched, killed,” then the label may not mean much at all.

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The livestock and pasture management sector is currently facing several challenges, including rising operational expenditures and labor shortages, compounded by the demand for sustainable, efficient food production. The pressures they face require a radical transformation driven by technological expansion. These combined factors strain traditional farming methods, making technological adoption a matter of survival. 

Autonomous systems have emerged as a solution, changing the agricultural landscape through unprecedented precision and insight. From intelligent herd tracking to automated land care, the equipment is unlocking new possibilities in agriculture. 

The New Era of Agricultural Automation

The adoption of agricultural automation marks a transition from strictly mechanical labor to data-driven farming, backed by artificial intelligence (AI), machine learning and the Internet of Things. It is not merely about the emergence of new gadgets but a necessary response to global pressures for food security and sustainability. 

The approach utilizes a wave of technological innovation, including aerial drones, sophisticated robotics and analytics, to gather and interpret information with precision. For example, sensors and global positioning systems (GPS) collect data on animal health and land conditions. 

The information undergoes processing by computer vision and AI algorithms before delivering actionable insights. Ranchers can then improve resource, husbandry and operational management before more critical issues arise.  

Intelligent Monitoring for Superior Livestock Health

According to experts, the global livestock monitoring market is growing exponentially, with a compound annual growth rate of 12.82% from 2026 to 2033. 

One company, Advantech Co. Ltd., developed a system that uses AI and infrared vision to measure cattle’s body temperature as part of daily health screenings. The Universitat Autònoma de Barcelona has also designed sensors to observe livestock behavior, productivity, environmental impacts, and physical and mental well-being. 

The platforms process data from camera networks and sensors worn by the animals, including devices like GPS, thermometers and accelerometers. Ranchers can establish a baseline for each animal and monitor changes over time. For instance, the systems might send an alert if they detect abnormalities, such as illness or distress. 

Receiving a warning about potential disease helps farmers intervene early on, providing rapid treatment that prevents the rest of the herd from falling ill. Overall, the proactive approach reduces economic losses from disease outbreaks and the high labor costs associated with manual assessments. 

Optimizing Pastures with Autonomous Ground and Air Systems

On the ground, robotic mowers maintain pasture quality, mitigate invasive weeds and ensure optimal vegetation for grazing animals. Their operational performance typically covers 1 to 3 acres per hour, depending on the terrain. Implementing this technology can dramatically reduce labor costs and boost worker safety by eliminating the need for manual machine functions.

Complementing these efforts, autonomous drones enable more precise and effective field mapping and surveying, crop and animal monitoring, disease detection, and fertilizer and pesticide applications. Farmers who grow high-rise date palms and walnut trees might use drones for pollination, which is a labor-intensive task. 

The multi-rotor unmanned aerial vehicles cover 4 to 20 hectares per hour or about 30 to 150 hectares a day. For spraying, they usually come equipped with liquid tanks holding 5 to 50 liters. The targeted application decreases chemical waste and environmental impacts. 

Farmers also reap a financial benefit. With an initial investment of $40,000 to $50,000, drones help growers recoup costs in just four to six weeks, making it a profitable and validating system for modern pasture management. 

Integrating Autonomous Systems for Long-Term ROI

Those interested in integrating autonomous systems must carefully consider the return on investment. Although up-front costs often present a financial barrier, the long-term economic and operational benefits usually outweigh the initial price tag. 

Ranchers can reduce labor hours and input costs for feed and treatments by employing data-driven decision-making to improve animal welfare and land productivity. Still, initial investments in these technologies often make them out of reach for many professionals.

Purchasing a GPS tracker for every cow might be unaffordable and impractical, depending on the herd’s size. Fortunately, industry innovations are helping overcome the financial barriers as researchers develop less expensive solutions. 

Researchers developed a method for fitting GPS collars to select animals and tagging the rest with low-cost Bluetooth devices. The collars, which connected to the Sigfox network, enabled cost-effective tracking while delivering essential information about the herd. 

The decision to invest in autonomous systems hinges on the unique needs of individual operations. Fortunately, these solutions are often scalable, so farmers can target the areas where automation will benefit them most. This allows them to phase implementation in a manner they can afford and still attain significant long-term returns. 

The Future of Farming is Autonomous

Autonomous developments have proven practical and accessible for modern livestock and pasture management operations, addressing some of the more pressing challenges today’s farmers face. Although the tools require an initial investment, professionals cannot deny the economic benefits of embracing the technology. As the equipment continues to evolve, it will become increasingly necessary for secure and sustainable farming.

The post From Pasture to ROI: Implementing Autonomous Systems in Livestock and Pasture Management appeared first on Green Prophet.

Remember PETA? The group of animal activists that threw paint on fancy women wearing fur to shame them out of fox stoles and mink?

The same animal rights group – People for the Ethical Treatment of Animals – is once again finding targets for animal abuse and this time it’s H&M. PETA sent Green Prophet a press release that they are filing a shareholder resolution that asks the fashion giant to reinstate a ban on mohair, the fiber made from Angora goat hair.

“H&M can’t claim to care about animals while supporting the mohair industry, which mutilates, whips, and drags terrified goats to their deaths,” says PETA President Tracy Reiman. “The only humane materials are vegan, and PETA is calling on H&M to ban mohair immediately.”  

The move follows a new investigation by PETA Asia, which the group says shows goats being beaten, cut and left injured at farms certified under the Responsible Mohair Standard (RMS), a certification system meant to ensure animal welfare in the supply chain. According to PETA, one of the farms investigated supplies fiber through BKB, one of the world’s largest mohair exporters and a partner to global apparel brands.

The dispute highlights a familiar cycle in the fashion industry. In 2018, H&M suspended the use of mohair after reviewing earlier undercover footage from farms in South Africa that appeared to show rough shearing practices and the slaughter of goats. The company later reintroduced mohair in 2020, saying it would only source the fiber from farms certified under the Responsible Mohair Standard.

“I struggle to understand the contradiction of PETA,” says Alexander Smith, the Founder of Alexander Night, London College of Fashion Bespoke, “they seem to go hard on animal welfare yet they give their PETA certificate to brands who use vegan (plastic) leather, polyester and other synthetic materials that in my opinion cause more harm to animals than the leather and fur industry because they harm every single life form on the planet and will continue to do so for the 100+ years they’re on it.”

PETA argues the certification does not adequately protect animals and is now using shareholder activism to push the issue back onto the company’s agenda. Shareholder resolutions are a tactic increasingly used by environmental and social campaigners to force companies to address ethical concerns at annual meetings.

Peta showed “12 South African farms that revealed goat kids crying out in fear as they were roughly handled and shorn, and a worker slowly cutting the throats of fully conscious goats with a dull knife and then breaking their necks.”

Mohair has long been prized by fashion brands for its soft, glossy fibers used in sweaters, scarves and luxury knits. But it has also become a target for animal welfare campaigns.

According to PETA, nearly 300 fashion retailers have banned mohair in recent years following investigations into the industry. Those companies include Zara, Gap, Banana Republic, UNIQLO and Ralph Lauren, among others.

The question is whether campaigns like this still carry the same influence they once did. In the late 2010s, PETA investigations helped push several fashion houses away from fur, angora wool and exotic skins, accelerating the rise of plant-based textiles and synthetic alternatives.

Today the debate is shifting toward sustainable materials, circular fashion and lower-carbon textiles, where animal welfare is only one piece of a larger environmental conversation.

If you want to shop sustainable fibers, try my favorite sweater maker babaa. I own 3 sweaters. Look for mohair in second hand shops or your grandma’s closet.  Want to get involved? Download this animal empathy kit and share it with your friends.

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Known as a biodiversity indicator species, local experts say it’s too early to stop protecting these important birds

National surveys carried out since 2021 by the Seychelles Ministry responsible for the Environment and the NGO Island Conservation Society (ICS) have documented sharp declines in Sooty Tern populations throughout the country. At monitored breeding colonies, numbers have dropped by an average of about 70 percent, while some sites have recorded declines exceeding 90 percent. Overall, the national population is now estimated to be roughly one third of its size 25 years ago. On several islands, including Aride Island, African Banks and Etoile, colonies are now nearing local extinction.

In response to these findings, ICS recommended introducing a ten-year suspension of egg harvesting. A two-year moratorium was first implemented in 2021, followed by a second two-year extension in May 2024.

“It is still too soon to assess the impact of these measures,” Adrian Skerrett, Chair of ICS tells Green Prophet. “Sooty Terns generally do not begin breeding until they are five to seven years old. Any recovery linked to reduced harvesting pressure will only become visible when birds hatched during the moratorium survive to adulthood and return to breed.”

For that reason, the 2025 national census report produced by ICS recommended extending the ban to allow birds protected as eggs and chicks to mature and join the breeding population.

“Without continued protection,” Skerrett explained, “it will be impossible to determine whether reducing harvesting pressure can stabilise or help rebuild national populations.”

Seychelles has long highlighted its environmental credentials, which made the government’s recent decision particularly unexpected. Despite the growing body of scientific evidence documenting population declines, the Cabinet approved the resumption of egg harvesting in 2026.

“This decision is deeply concerning,” said Skerrett. “The survey data collected jointly by ICS and the Ministry responsible for the Environment provide clear scientific evidence of steep declines in Sooty Tern numbers. Restarting egg harvesting at this point disregards that evidence and represents a troubling step backwards.”

Skerrett emphasised that Sooty Terns are important indicators of ocean health.

“These birds provide valuable signals about the state of the marine environment,” he said. “Their breeding success reflects ocean productivity and the availability of fish. When colonies begin to fail, it often points to wider environmental pressures.”

He added that the species plays an important ecological role beyond its intrinsic conservation value.

“Sooty Terns are far more than just another seabird. They serve as a key indicator of marine ecosystem health. Their breeding success is closely linked to ocean productivity and prey availability, both of which are increasingly affected by commercial fishing, climate change, habitat degradation and declining fish stocks. At several colonies we are already observing worrying signs, including chick starvation and widespread breeding failure, suggesting that food shortages are beginning to affect the population.”

Although Sooty Terns sometimes lay replacement eggs after their original eggs are harvested, research shows that these replacement clutches rarely result in fledged chicks.

“The fact that Sooty Terns can lay again after eggs are removed has often been used to justify harvesting,” Skerrett noted. “But scientific studies show that these replacement eggs rarely produce chicks that survive to fledge. As a result, the apparent resilience of the species can be misleading.”

According to ICS, the magnitude of the population decline means that a prolonged period without harvesting is essential if the species is to recover.

“Our recommendation was clear,” said Skerrett. “Given the scale of the decline, the species requires an extended period free from harvesting if populations are to rebuild. Restarting egg collection now represents a significant reversal and is difficult to reconcile with the available scientific evidence.”

In many parts of the world, wildlife exploitation is driven by the need for food or income. Historically, that was also true in Seychelles. Today, however, the country’s economic circumstances are very different. In 2015, Seychelles became the only sub-Saharan African country classified by the World Bank as a high-income nation.

“Egg harvesting was once closely tied to subsistence and food security,” Skerrett said. “Today it is far less a necessity and increasingly a matter of choice. That makes it even more important that decisions are guided by science and long-term conservation priorities.”

The life history of Sooty Terns also means that population recovery takes time. Birds typically do not begin breeding until around six years of age, and younger adults often require several attempts before successfully raising chicks.

“That slow life cycle means population recovery depends on long-term stability and protection,” Skerrett explained. “A sustained ban would allow colonies time to rebuild, while also improving our understanding of national population trends and reducing the risk that illegally harvested eggs enter the market.”

The moratorium introduced in 2021, together with the National Sooty Tern Census Programme led by the Ministry of Environment, Climate, Energy and Natural Resources in partnership with ICS and the Islands Development Company, represented an important step in improving knowledge of the species’ status. Although some colonies have shown modest short-term increases, these gains remain small when compared with the significant long-term declines recorded at most sites.

At the same time, conservationists warn that stronger enforcement is urgently needed. Despite the country’s strong conservation laws, illegal egg harvesting continues at several protected sites, including Aride, Île aux Récifs and Bancs Africains. Monitoring of legal quotas has also been limited, and enforcement actions remain rare.

Related: Song bird poaching in Cyprus

“Legislation is only effective when it is properly enforced,” Skerrett said. “Without consistent monitoring and enforcement, regulations cannot deliver the conservation outcomes they were designed to achieve.”

A scientific study published in 2024 further strengthened the case for continued protection. The research concluded that egg harvesting has already contributed significantly to the decline of Sooty Tern populations and warned that continued harvesting could lead to further, and potentially severe, population reductions. The study also found that even relatively low harvesting levels, around 10 percent of the population, are unlikely to halt the ongoing decline.

“This research clearly shows that recent harvesting levels are not sustainable,” Skerrett said. “The modelling indicates that only long-term scenarios without harvesting offer a realistic chance for the population to recover.”

Given the evidence currently available, Skerrett said there is no scientific basis for restarting egg harvesting at this time.

“Extending the ban would represent a cautious and responsible approach, allowing seabird populations time to recover while research continues into the broader environmental pressures affecting them across the region,” he said. “At the same time, when clear scientific evidence indicates a serious conservation concern, it is important that policy decisions reflect that evidence. Failing to do so risks undermining the credibility of the country’s stated commitment to conservation.”

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The internet runs on video, and people are addicted to doom scrolling. What if you had the power to turn nonsense into meaning? A short clip filmed on an iphone can circle the planet in minutes, inspiring millions to save animals abandoned in Dubai, or they can spread panic. For environmental storytellers and citizen journalists this is powerful territory and there is a lesson to be learned. You know that a video you create can expose oil pollution in a river, highlight a desert farm growing food with almost no water, or introduce a new climate technology that runs on air and that most people have never heard about.

Environmental creators are in a unique position because many of the stories worth telling are happening outside: in deserts, forests, coastlines and cities adapting to climate change. These stories deserve attention, but they should also be filmed responsibly.

The first rule of sustainable video production is surprisingly simple: film local, and use your travel opportunities to take footage from new places. You might not use it today, but it can be your B-roll or inspiration for tomorrow. Flying a production team halfway around the world for a short clip carries a large carbon footprint and content creators don’t need to do this anymore. You can write a film, direct a film narrate and edit a film, all with tools that are within reach.

Online video editor tools can help simplify this process. Platforms such as Clideo allow creators to trim clips, resize videos and compress large files so they are easier to share online. This reduces storage requirements and speeds up publishing while maintaining quality. Mobile creators can also edit footage directly on their phones using the Clideo Video Editor, which removes the need for large desktop editing systems.

And the most compelling sustainability stories are those happening locally and which affect you personally. A water reuse project in your city, a community compost initiative, regenerative agriculture, a rooftop farm, or a new solar installation can all make powerful visual stories without the need for heavy travel, and chances are you can get interviews with the main players, because some of them might be your friends and family.

Natural lighting is another sustainability trick filmmakers have used for decades. The sun provides beautiful lighting conditions that often look more authentic than studio lights while reducing energy use. Planning your shots before filming also reduces wasted footage and unnecessary battery use.

Creators filming in nature should follow ethical guidelines as well. Wildlife should never be disturbed or baited for dramatic footage. Sensitive ecosystems like nesting areas, coral reefs or desert habitats should be treated with care and not walked upon. The goal of environmental storytelling is to protect these special places, not damage them for a shot.
Another hidden environmental impact of video comes after filming, during editing and distribution.

Massive video files require storage and processing across data centers that consume enormous energy. As global video streaming grows, the digital infrastructure supporting it grows as well. Creators can reduce their digital footprint by compressing video files, trimming unused footage and exporting videos at the appropriate resolution for the platform they are using. Not every clip needs to be uploaded in ultra-high resolution.
Beyond the technical side of filming and editing lies the deeper question: what kind of stories should we tell?

The most effective sustainability videos focus on solutions rather than despair. Audiences are more likely to engage with stories that show innovation, creativity and possibility. Instead of only documenting pollution, animal abuse, or environmental collapse, creators can highlight projects restoring wetlands, entrepreneurs building circular economy businesses, or architects designing buildings that stay cool in desert climates without air conditioning.

Even small stories matter. A beekeeper protecting pollinators, a school teaching kids about compost, or a startup turning food waste into fertilizer can inspire others to act. Yes, the internet rewards sensational content, but sustainable storytelling rewards thoughtful content and it creates good vibes that are often noticed.. Videos that educate people about water conservation, renewable energy or biodiversity often travel further than expected because viewers recognize their value.

Creators who want to influence people for good should also think carefully about tone. Environmental storytelling does not need to lecture or shame audiences. It can invite curiosity instead. A well-filmed two-minute video explaining how mangrove forests protect coastlines or how desert architecture cools buildings naturally can spark deeper conversations. Consider that your audience is just as smart as you, maybe even smarter.
Ultimately sustainable video production is about intention.

Before posting, creators can ask themselves a few simple questions. Does this video help people understand the world better? Does it respect the people and places being filmed? Could sharing it put someone at risk?

When the answers are thoughtful, video becomes more than content. It becomes a tool for education, environmental awareness and positive influence and this is the kind of storytelling the internet needs much more of.

The post How to make sustainable video content and influence people for good appeared first on Green Prophet.

War and conflict makes people do things they don’t like. In some cases, and it’s not the best solution, loved pets are abandoned when people need to vacate a country or region due to conflict and war. When Israel disengaged from Gaza 20 years ago, a large number of pets were left behind. Same is true now in Dubai, where influencers have left dogs and cats to fend for themselves. Iranian missiles are targeting the UAE and people are trying to leave. It’s difficult getting out with pets, so they remain.

The city of Dubai has taken a step to protect the pets and have created a smart feeding station for cats. While it’s cold and not excessively dry in the UAE right now, cities like Dubai are not know for their cat street culture, unlike Istanbul and Tel Aviv.

According to municipality rules in Dubai is not permitted to feed stray animals, with fines of around AED 500 given for unauthorized feeding in public or residential areas to manage population and hygiene.

Instead, Dubai Municipality has set up 12 AI-powered “Ehsan Stations” to safely and officially feed strays. The city also officially supports Trap-Neuter-Return (TNR) programs. 

Dr. Naseem Mohammed Rafee, Acting CEO of the Environment, Health and Safety Agency at Dubai Municipality, said: “The launch of ‘Ehsan Stations’ for feeding stray animals, including cats and others, reflects Dubai Municipality’s commitment to promoting humane and civilised values across the emirate, foremost among them compassion and animal welfare.

“The initiative also supports efforts to preserve ecological balance and advance sustainable practices that reinforce Dubai’s position as one of the world’s most attractive, progressive, and liveable cities.

“Through these stations, Dubai Municipality is introducing an innovative approach that  combines provision of food with more effective management of stray animal populations, while also addressing random feeding practices that can lead to environmental, health, and community-related challenges.”

Now what about the dogs being abandoned? And can the owners be found and fined? You can file a report through this link.

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