The level of data now being collected on farms on a daily basis is massive but it's not working together in a collaborative way for farmers to manage the data. It is also useful for brands to verify the environment's regeneration when sourcing their product. NZ Merino has recently partnered with Silicon Valley technology company, Actual to provide insights into each ZQRX growers’ sustainability credentials. Guided by science and starting with carbon emissions, this work will include the ability to model mitigations on-farm to guide future investment, arm brands with information to source responsibly manufactured wool, and provide growers with tangible plans to further their positive environmental impact   "Our objective is to partner with the global best on each index point of the 15-point ZQRX regenerative framework such as Actual, Savoury Institute & Toitu Envirocare," - Tim Loftus, NZ Merino.   Tim Loftus has recently joined NZ Merino as the General Manager of Sales & Marketing at NZ Merino following a career in marketing sustainability with Kathmandu & icebreaker. Sarah discusses with Tim the global signals from the consumer and what it truly means to be market-led as well as the importance of farmers data ownership. This episode is the first in a new weekly series for 2022 on Sarah's Country 'Shaping our future' where we help New Zealand farmers & growers navigate the big issues to be more prepared for the challenges and opportunities ahead!   CLICK HERE TO ENTER THE FEBRUARY PRIZE DRAW! WIN ONE OF THREE PREMIUM PASSES TO THE FARMAX CONFERENCE (9th & 10th March 2022) complete with a Farmax subscription (valued at $200)!