Questions & Answers: Icebreaker Baacode

Q:

What is Baacode?

A:

Starting August 2008, Icebreaker garments will be tagged with a unique Baacode that will match each Icebreaker garment with the batch of wool from which it was produced. The name “Baacode” comes from the “baa” bleating sound sheep make (ewe know?). A swingtag invites customers to enter their Baacode on Icebreaker.com/baacode, where they can trace the fibre back to the Southern Alps of New Zealand to the sheep stations from where it came. Customers can see the farmers and the living conditions of the sheep, then follow the fibre to the factories that knit, dye, finish, cut, manufacture and shipped the garments.

Q:

What is traceability?

A:

Traceability is the ability of a customer to track all the way from the point of origin to the retail shelves where their product came from and how it was manufactured. Traceability is a program that is becoming more popular in the sourcing and manufacture of food and that Icebreaker is introducing into its supply chain.

Q:

Why is Icebreaker doing Baacode?

A:

Icebreaker is proud of its supply chain and believes that by being transparent and traceable with its products, consumers will feel better that their products are made with deep integrity.

Q:

What do consumers see when they go to Icebreaker.com?

A:

They will see an area to enter their unique Baacode, which will then begin the traceability program, taking them the South Island New Zealand sheep stations from where their fibre originated to meet the sheep and the farmers that produced their garment. They then can follow the fibre to the factories that knit, dye and manufacture their Icebreaker.

Q:

Was this costly/difficult to implement?

A:

Yes. We have always had a paper trail that allowed us to trace garments back to the sheep stations where the fibre originated. To then make information available for customers online meant a lot of data entry and we on purpose built software to collect data from every part of our supply chain, which then needs to be updated every day and available online. so yes a lot of work, but we think it is worth it.

Q:

Are all the sheep stations you work with participating in Baacode?

A:

No, not yet. Some are a bit shy, but we will continue to add stations in the future.

Q:

Why can't we trace back to one sheep or one station?

A:

To make a good quality Icebreaker is a bit like making a good bottle of wine. We need a good blend of merino fibre which means sourcing from different stations, these parcels of wool contribute to the perfect blend that will make the best quality Icebreaker garment for you. Generally you will find a mix of approximately five stations in each trace you do.

Q:

How many Icebreaker garments have a Baacode?

A:

Most Icebreaker garments have a Baacode and we are continually adding products to the program.

Q:

How does Icebreaker measure success of Baacode? Will it continue?

A:

We look forward to seeing how customers respond to it and how they think it can be improved. We are committed to this program for the long run.

Q:

Can consumers ask questions of Icebreaker online?

A:

Yes, with the launch of Icebreaker Baacode we plan to start a blog in 2009 to solicit customer feedback and respond to questions.

Q:

What factories does Icebreaker work with to produce its garments?

A:

Icebreaker works with four factory partners in China -- a French wool cleaning plant (that recycles and cleans its water and extracts the lanolin for sale to the cosmetics industry), a German spinning plant (which reuses the heat from processing into its air conditioning system and has its own water purification system), a Japanese-Chinese owned garment and textile manufacturing plant (which conserves energy through large-volume dying and also has an on-site water recycling plant that reuses water for the dye process.) This plant has strong social and environmental ethics.

Q:

Does Icebreaker have rules of conduct for its contract factories?

A:

Yes, we have Ethical Manufacturing Standards, which are shared with all of our manufacturing partners and are available for customers to review at Icebreaker.com/sustainability. Icebreaker employs very strict selection criteria, which we call ‘narrow and deep.' We choose to work with a small number of key partners and grow a deep relationship with these companies to create symbiosis.

Generally, to become an Icebreaker manufacturing partner, manufacturers and their suppliers must:

• Demonstrate impeccable business ethics have an up to date and impeccably maintained manufacturing plant;
• Have access to the latest technology;
• Respect staff and provide them with a caring community environment;
• Have good natural light, clean air and a healthy environment;
• Be part of, or working towards, a global quality assurance programme, such as ISO 9001; Be part of, or working towards, a global environmental assurance programme, such as ISO 14001 and/or comply with Oeko-Tex environmental standards for textiles and be working to incorporate sustainable practices into its businesses;
• Take responsibility for its garments at every step of the production process and expect contractors in production facilities to meet these workplace standards.

Q:

Does Icebreaker allow the practice of mulesling?

A:

No. Icebreaker fibre is sourced from sheep that have not been mulesed. Maintaining high animal welfare standards is an essential part of the Icebreaker ethos, which is based on respect for nature, ethics and sustainability.

Icebreaker has developed deep relationships with the farmers that produce its merino, who are required to meet five basic animal welfare requirements:

• Freedom from thirst and hunger;
• Provision of appropriate comfort and shelter;
• Prevention of (or rapid diagnosis and treatment of) injury, disease or parasite infestation;
• Freedom from distress; and
• The ability to display normal patters of behaviour.
• The farmers who supply Icebreaker merino are also required to meet minimum standards of care of sheep dogs.

About Icebreaker