Hiringa Energy, Sundown Pastoral Company and the NSW Government have today announced Financial Close has been reached on their Good Earth Green Hydrogen and Ammonia (GEGHA) project.  

GEGHA has satisfied all development milestones, with construction scheduled to begin in October this year. This achievement highlights the sustained opportunity for Australia’s green hydrogen industry, proving right-sized, demand-led projects can succeed. 

The GEGHA project is an integrated solar energy to low-carbon hydrogen and ammonia operation. Once complete the plant will be located adjacent to Sundown’s Joint Venture Wathagar cotton ginning facility, near Moree NSW.  

GEGHA will produce up to 4,500 tonnes of low-carbon ammonia annually, displacing high-carbon fossil fuel-based nitrogen fertilisers and removing up to 17,000 tonnes of CO₂-equivalent emissions each year – the same as taking 6,500 passenger cars off the road or planting half a million trees. 

GEGHA fertiliser will be consumed by Sundown to support production of its positive net-zero, traceable Good Earth Cotton, with excess supply also available for other regional growers. 

In addition to ammonia production, the facility will supply ~224 tonnes of green hydrogen per annum for direct use. Green hydrogen is set to be consumed as part of Hiringa’s heavy-vehicle refuelling network, as well as on-farm to displace diesel in irrigation pumping, further decarbonising the agricultural supply chain from paddock-to-port. 

“Getting the green light for green fertiliser production isn’t just about producing low-carbon ammonia,” says Hiringa co-founder and CEO Andrew Clennett.

“It’s a model for overcoming the obstacles that have held back the establishment of these new green industries. By strategically partnering with Sundown Pastoral Co, we’re anchoring demand with supply to meet the immediate needs of the agricultural sector.” 

Transforming supply chains

GEGHA will offer East Coast Australia’s first green fertiliser supply, delivering regional producers with competitive, stable pricing for their fuels and feedstocks.  

The plant will use renewable energy to generate hydrogen via electrolysis, which will then be used to make ammonia fertiliser with negligible CO₂ emissions. 

Conversely, ammonia used in traditional fertilisers is made with natural gas or coal, resulting in high carbon emissions. The current fertiliser supply chain is also highly import-dependent and is therefore subject to global disruption and volatility. 

Speaking about the announcement, Owner of Sundown Pastoral Company David Statham said “Agriculture is always adapting – as farmers we have adapted for generations. We have been measuring our emissions and reductions for the past five years. There is an increasing demand for fibres that demonstrate a lower footprint and the GEGHA project allows us to further control the reduction of our emissions.” 
 
By using GEGHA-produced ammonia, farmers can improve their environmental practices, plan sustainability for growing seasons and improve sustainability credentials to meet growing consumer demand for lower carbon products.  

GEGHA demonstrates a pathway for meaningful decarbonisation of Australia’s agricultural sector by transforming the supply chain of perhaps its most vital input.  

“The GEGHA project demonstrates how low-carbon ammonia can be integrated into regional farming through a scalable, cost-effective model. As both a template and a catalyst GEGHA paves the way for decentralised fertiliser production across NSW’s agricultural valleys – cutting emissions, meeting demand, and driving a more resilient regional economy,” Mr Clennett concludes. 

Project financing had been provided by National Australia Bank (NAB). NAB Executive for Regional and Agribusiness Khan Horne said, “This pioneering project could help transform Australian agriculture by enabling a more resilient, low-emissions future. As the bank for one in three Aussie agribusinesses, we’re committed to backing customers tackling challenges like access to affordable, low-emissions fertiliser. We’re proud to support GEGHA’s vision and its ambition to help farmers cut emissions, and boost profitability.” 

This project is proudly funded by the NSW Government in association with Hiringa Energy and Sundown Pastoral Company under the Net Zero Plan Stage 1: 2020-2030. 

The facility expected to be fully operational in early 2027.  

GEGHA at a glance 

The GEGHA Project is being delivered as a joint venture between Sundown Pastoral Company and Hiringa Energy Limited, managed by Hiringa Energy Pty Ltd. 

The project will be located on Sundown Pastoral Company land just off the Gwydir Highway, 33km south-west of Moree, NSW. The GEGHA plants will be constructed adjacent to an existing 9 MW solar farm and the Wathagar Cotton Gin.  

The GEGHA project basis of design includes: 

• 36MW of solar generation capacity including an existing 9 MW array and 27 MW of new capacity, supported by a 41 MWh battery energy storage system (BESS) and low-capacity grid connection.   
• 15 MW of electrolysis, producing hydrogen from renewable electricity and locally sourced water supply.   
• A 16 tonne per day ammonia plant, utilising hydrogen and air-captured nitrogen to manufacture ammonia. 
• 600 tonnes of ammonia storage capacity to manage variable renewable energy supply and seasonal ammonia demand.  
• 3 tonnes of hydrogen storage.   

The GEGHA project concept is scalable and repeatable. Hiringa are currently progressing plans for expansion projects in both NSW’s Riverina and Gwydir regions. Each plant will include over 50 MW of electrolysis to produce ~20,000 tonnes of ammonia production annually, to serve demand more broadly across regional New South Wales & Queensland at low distribution cost. 

ENDS 

About Sundown Pastoral Company 

Sundown Pastoral Company is a privately owned Australian agricultural and pastoral company with a renowned reputation for innovative farming techniques, sustainable agricultural production methods and environmental stewardship since establishment in 1964. Sundown owns Good Earth Cotton – a positive net-zero, traceable cotton brand, cultivated through modern regenerative farming practices that enhance soil health and sequester more carbon than the entire cotton growth lifecycle emits. Founded by second Australian growers and leaders in agriculture Danielle and David Statham, Good Earth Cotton represents a fusion of agricultural innovation and fashion industry insight.   

Media contact for Sundown Pastoral Company 

James Radford 

Principal, Radford PR 

[email protected]  

About Hiringa Energy 

Hiringa Energy is a privately owned hydrogen company founded in New Zealand with a physical Australian presence, and a strategic focus on hydrogen solutions for hard-to-abate sectors. Since 2016, Hiringa has been developing low-carbon hydrogen production projects to supply industry, agriculture and transport, including utility-scale wind and solar to hydrogen and ammonia production. 

Hiringa has a proven track record in developing, constructing, and operating world-leading hydrogen infrastructure. The company operates Australasia’s first and only green hydrogen refuelling network, with four stations currently active across New Zealand and more in the planning stages. It is also advancing several major hydrogen infrastructure projects, including a green hydrogen refuelling corridor between Sydney and Brisbane, and decarbonised ammonia production at its Kapuni green hydrogen project in partnership with Ballance in Taranaki, New Zealand. 

Media contact for Hiringa Energy 

Nick Walker 
Senior Communications Advisor 
[email protected] 

Good Earth Cotton Showcases its Climate-Positive, Traceable Cotton Program in New York City.

Fabric trend show, PREFACE, spotlights the game-changing innovation driving Good Earth Cotton to the forefront of sustainable fashion.

This year marks Six Cheung’s 20th as founder and owner of Chaintex Limited. Based in Hong Kong, the innovative manufacturer brings a head-strong ambition to produce knitted fabrics from entirely renewable and sustainable sources, all of which are 100% traceable. While he shies away from the term “expert,” Cheung holds unparalleled knowledge of the intricate and varied processes behind the production of organic, recycled, and regenerative cotton.

One of Cheung’s promises at Chaintex is to commercialise and promote responsible, renewable, and traceable materials, and to “lead, learn, share, and partner with others along the way.” In doing so, he has collaborated with Good Earth Cotton, a partnership that strives to bring fundamental change to the textile industry on a global scale.

Last week, Cheung sat down with over 35 members of the fashion industry for an intimate discussion at PREFACE – a thoughtful, small-scale fabric trend show hosted by BREW Creative in Midtown New York City. The seminar, titled Cotton Over Coffee, allowed guests to sip on complimentary espresso while learning about the pioneering, science-backed practices powering Good Earth Cotton’s sustainable farming program. There, Cheung shared his experience working with the farm thus far, shedding light on its trailblazing ethos, and revolutionary transparency and traceability practices.

Cheung brought with him a humble approach to the topic, kicking off the conversation with thoughtful insight into the basic principles behind modern regenerative agriculture. “It’s kind of like yoga,” he said. “Regenerative farming offers a holistic approach, improving soil health, increasing biodiversity, and enhancing ecosystems.”

When asked about the key elements setting Good Earth Cotton apart from conventional cotton-production methods, Cheung delineated the program’s harmonious balance between industry and nature, and its ability to “receive cotton yield and desired lint quality without sacrificing the environment, sequestering atmospheric carbon to the soil.”

Cheung stressed the significance of biotechnology and primary impact data within the regenerative cotton-making process, which, he explained, drives its accountable, transparent, and outcome-based approach. His “eye-opening” visit to Good Earth Cotton’s farm in May this year brought a personal touchpoint to the conversation, giving audience members an understanding of the sheer scale of the project. “The area of the farm is about half the size of Hong Kong city and about 10 times that of Manhattan island,” he said.

When delving into the pillars of Good Earth Cotton’s philosophy, Cheung explained the farm’s use of FibreTrace, which allows consumers to track a garment’s entire lifecycle by fixing traceable and scannable pigments directly into the cotton’s fibre. With an example FibreTrace model on display, Cheung demonstrated how incredibly simple the technology is to use, clarifying not only its ability to successfully quantify and audit fibre, but its commercial viability and accessibility, too.

For brands and designers, the concept of implementing such practices can seem overwhelmingly complicated. However, it is imperative the fashion industry commits to paving the way for a sustainable future. At Cotton Over Coffee, Cheung broke down the complexities of the textile supply chain, and implored suppliers and makers to be agents of change – a value at the core of Good Earth Cotton.

We speak to the women forging the company’s sustainable path; on expanding ambitious sustainability goals, the deepening relationship with Good Earth Cotton, and on what the journey has taught them.

When it comes to sustainable practices, R.M. Williams could have rested on their laurels. The heritage brand has been synonymous with quality, handcrafted Australian manufacturing since its inception, but as Angela Winkle, Chief Sustainability and Strategy Officer shares, relying on existing sustainable practices has never been a consideration for the brand.

“The most beneficial thing we can do is create products that last, that can be worn year after year; avoid that overconsumption in the apparel and footwear industry,” she shares. “We’re very proud of that legacy, and (craftsmanship) is a true sustainability, but we also need to take responsibility for the impact of the products we make and sell.”

The ambitious and measurable sustainability goals R.M. Williams has committed to address every step of the supply chain. Among them is accredited carbon neutral Australian manufacturing, including sourcing 100% renewable electricity for owned and operated facilities by 2025; and to reach gender parity, within all levels of the company, by 2025. Since 2020, the company has also released annual modern slavery statements, outlining their commitment to reducing the risks of modern slavery in its business operations and supply chains. “We sort of view it as we’re starting in a good place, but we can do more and do better,” Winkle concludes.

Another core focus area for the Australian company is to use preferred fibres in the creation of their apparel by 2025. In pursuit of this goal, R.M. Williams collaborated with Good Earth Cotton last year on a small collection of limited edition tees to commemorate the brand’s 90th anniversary. “The business really wanted to produce a unique couple of styles, using the most planet-friendly cotton,” R.M. Williams’ Sustainability and CSR Manager, Carli Davis, explains. As the story goes, the partnership was all but assured upon a visit to Sundown Pastoral Company’s 10,600ha Keytah aggregation, where Good Earth Cotton fibres are grown.

“To find a carbon-positive option that was growing locally in Moree was a really great moment in the search (for planet-friendly cotton),” she says. Davis recalls being invited to the farm for lunch, and seeing for herself how everything operated, despite the fashion industry often being “very closed doors.” “The Stathams are doing great things for the environment, and also great things for the community.”

When reflecting on the undeniably successful, yet always evolving sustainability journey that the company is on, Winkle says there are two pieces to the lessons amassed. “Sustainability challenges the whole system. For apparel, footwear…we’re making the most progress when we engage with our full value chain,” she explains. It’s not just about Australian made; it’s also about sustainably Australian grown. “So that’s going right back to the growers, like Good Earth Cotton; also going to farming collectives around leather. Working with the whole supply chain on how we transition to more sustainable materials.”

The second? After the sourcing and manufacturing process, there must be holistic measurement and management. “Taking into account production processing, use, end of life of the product,” Winkle elaborates. Notably, on the day that this interview takes place, R.M Williams is announced as a foundational member of Seamless, the newly-launched National Clothing Product Stewardship Scheme (NCPSS), the activities of which are projected to divert 60 per cent of end-of-life clothing from landfill by 2027. Each organisation — including THE ICONIC and David Jones, among others — has committed $100,000 to fund a 12-month transition phase.

It is clear that the pursuit of minimising our negative impact on the environment is not a case of ‘set and leave’. Companies, individuals; we’ll often have to iterate along the way. “And so we’re really investing in traceability in measurement; and finding that what you thought might be the most sustainable option is not necessarily so, and trying to make fact-based decisions to reduce our impact.”

We are proud to announce that Sundown Pastoral Company, the home and R&D hub of Good Earth Cotton®, is now a certified B Corporation. With this designation, Sundown Pastoral heads a new era of agriculture, recognised as leaders in the global movement for an inclusive, equitable, and regenerative economy.  

Located in northwest New South Wales, Australia, The Sundown Pastoral-owned ‘Keytah’ is the first Good Earth Cotton® farm and our own research and development laboratory. Serving as a base, it is from here we can pursue best-practice in modern regenerative agriculture with state-of-the-art agricultural technology. 

Setting the tone in modern regenerative agriculture 

Sundown Pastoral’s score of 95 B Corp points opens doors for a positive future in agriculture. Leading by example, Sundown Pastoral Company is proof that agriculture can be used as a force for good. 

What is a B Corporation? 

B Corps are businesses which make a conscious effort to improve the world around them: people, communities, and the planet. They are future-focused and measure successes by the positive impact they create. 

B Corp Certification is a clear marker that a business meets lofty standards of performance, accountability, and transparency. The certification assesses a company’s entire social and environmental impact with a holistic view, without exclusive focus on a single social or environmental issue.  

How is B Corp achieved? 

To reach this milestone, Sundown Pastoral has completed rigorous testing to demonstrate high social and environmental performance and corporate transparency across key factor areas: governance, workers, community, customers, and the environment. 

B Corporations must be re-certified every three years, which ensures companies stay compliant and improve on an ongoing basis. 

Good Earth Cotton® is embedded in the very values nurtured within Sundown Pastoral Company. We are proud to have roots at Keytah and continue to be guided on our global ventures by principles and practices developed by Sundown Pastoral Company.  

9^th March 2023

Sundown Pastoral Co and Hiringa Energy have partnered to introduce the next chapter of low-carbon, sustainable agriculture, and welcomes NSW’s announcement of funding under the NSW Hydrogen Strategy.

The Good Earth Green Hydrogen and Ammonia (GEGHA) project will see an integrated solar energy to hydrogen and ammonia operation implemented at the Wathagar ginning facility, on the ‘Keytah’ agricultural property, near Moree in northern New South Wales – the world’s first Good Earth Cotton farm, producing climate positive and traceable cotton.

Built in partnership with hydrogen leader Hiringa Energy who is the project developer, joint owner and operator, the GEGHA project will provide a long-term sustainable pathway for multiple hard-to-abate agricultural and logistics activities in the Moree area, including ammonia-based fertilizer, on-farm energy use and the transportation of agricultural goods to export markets. GEGHA demonstrates the opportunity for a more secure, localised and low-carbon supply chain for replacement of emissions-intensive imported fertilizer, diesel and LPG used in the agricultural and transport sector in NSW and more broadly.

By supplying low-carbon hydrogen for refuelling of heavy road transport at sites in the Moree region through the specialist expertise of Hiringa Energy, the GEGHA project aims to stimulate growth of the hydrogen transportation sector locally and throughout NSW. Hydrogen provides a broad range of opportunities for agricultural producers to decarbonise transport-related emissions as they move their crops to global markets for lower-carbon food and fibre.

The GEGHA project will involve the installation of the 27 MW Wathagar Solar Farm, providing energy for the seasonal ginning operations, feeding excess electricity into the grid, and creating hydrogen and ammonia to displace diesel, LPG and alternative nitrogen-based fertilizers. The project is being carried out in stages, with the near-complete 9 MW first stage to be followed by two more 9 MW modules.

Some of the hydrogen is converted to anhydrous ammonia (NH₃) for on-farm fertilizer use at ‘Keytah’ and other regional properties, and the balance will be utilised in multiple applications to displace diesel and LPG in stationary motors, mobile farming plant, and the drying of raw cotton.

GEGHA intends to produce about 45,000 MWh of energy per annum (equivalent to powering over 4,000 homes), making 3,800 MT of anhydrous ammonia to displace the equivalent of 6,800 MT of imported urea, as well as enough low-carbon hydrogen to displace more than 1.4 million litres of imported diesel.

David and Danielle Statham, owners of Sundown Pastoral Company and the visionaries behind climate positive regenerative cotton program Good Earth Cotton and traceability technology FibreTrace, set out with a mission to showcase that Australian agricultural leaders have an integral role to play in reduction of climate impact.

“Hydrogen and green ammonia provide a unique opportunity to secure cost effective, clean, secure energy for power, heat, farm operations and transportation, as well as green fertilizers for agriculture – it is so important for us to be part of leading this change for the environment and our communities,” said David Statham.

The Australian agricultural sector has recently seen the closure of domestic production capacity and diversion of ammonia to make explosives for mining and supply international markets, as a result some farmers decided against utilising the fertilizer source in 2022.  This reduced crop production levels and downgraded the quality of the produce (e.g., low protein wheat).

With its dedicated focus on the agricultural fertilizer market, the GEHGA project intends to increase local agricultural production, and decarbonise it, by manufacturing fertilizer close to the point of use and eliminating the carbon-intensive use of methane feedstock, while using renewable energy to drive the process.

The project is estimated to directly abate around 20,000 tonnes of CO₂ per year at full capacity, assuming direct substitution of existing emissions-intensive urea and anhydrous ammonia fertilizer, diesel and LPG.  There is substantial additional indirect abatement and safety benefits associated with reduced shipping and heavy vehicle movements required to bring fertilizer and diesel across the world to coastal import facilities, then unload, store, reload and truck them hundreds of kilometres inland to Moree.

Andrew Clennett, Chief Executive of Hiringa Energy, has guided the development of Hiringa’s globally leading commercial hydrogen heavy vehicle refuelling network currently under construction in New Zealand, as well as the Kapuni wind-to-hydrogen-to-urea project nearing its final investment decision.

“We have been seeking to transfer our hard-won hydrogen industry experience to the rapidly developing Australian hydrogen market, and are very pleased to have found such a suitable partner in Sundown Pastoral.  As developer, project manager and operator of the GEGHA project, we look forward to proving the technical and commercial model at GEGHA, and investing further both in downstream refuelling facilities, and scaled-up low-carbon hydrogen and ammonia hubs in the coming years.”

David Heard, Hiringa’s Executive Director Australia added “This agreement gives Hiringa the momentum to further build our capacity and presence in Australia with exciting opportunities emerging in regions such as Moree and within our Australian business operations in Sydney.” The Good Earth Green Hydrogen Ammonia (GEGHA) project is set to decarbonise, decentralise, and improve the resilience and security for a cleaner Australian agricultural industry.

Advance Denim has announced their partnership with Good Earth Cotton®, offering a fully traceable, sustainable denim made from climate positive fibre, produced using clean indigo dyeing technology.

This movement is part of Advance Denim’s ongoing commitment to a new production model which centres environmental protection while simultaneously elevating innovation and quality.

Good Earth Cotton® is Earth’s only climate positive, traceable cotton, sequestering more carbon than it emits across its entire growth lifecycle with secure, auditable data protecting provenance and transparency.

Sharing a vision for a more environmentally accountable fashion industry, Advance Denim embraces Good Earth Cotton® as a means of change – to disrupt traditional farming and manufacturing practices to further improve the environmental impact of denim and cotton overall. 

Cotton makes up 25% of the world’s global fibre use and the fashion industry accounts for 5% of annual global carbon emissions as the third most polluting industry after construction (10%) and food (25%).*

Advance Denim intends to incorporate 90% environmentally-conscious fibres in their product line by 2023.

As an industry pioneer, Advance Denim’s 30 year history recognises environmental care as a prerequisite to development. Their focus on constant sustainable modernisation has led to such innovations as BigBox Dyeing and BioBlue Indigo that create cleaner indigo dye by using 95% less water as well as the elimination of added toxic sodium hydrosulfite in the dye process.

“Advance Denim is proud to announce that we will be adding another layer of sustainability to our Advance Sico mill in Nah Trang Vietnam by partnering with Good Earth Cotton®, bringing denim made with modern regenerative cotton to the Vietnam region,” says Advance Denim’s US Marketing Director, Mark Ix. 

“Advance Sico and Good Earth Cotton® share a commitment to sustainability and carbon reduction, and are motivated to deliver high quality, sustainable and fully traceable products.”

Good Earth Cotton® employs modern regenerative and smart farming practices to minimise its global environmental footprint and maximise soil health, while elevating members of the global supply chain as agents of change. 

Good Earth Cotton® is completely traceable, backed by the power of FibreTrace® technology, which delivers end-to-end traceability in real-time to allow for irrefutable data and storytelling that is backed by scientific evidence. 

The first of the partnership collection between Good Earth Cotton® and Advance Denim will be released in December 2022. 

Blue Illusion® has released their signature Bengajean® range, now featuring styles made with climate positive Good Earth Cotton®. The release is the first for the partnership and will see the inclusion of Good Earth Cotton® yarn in three styles of the Bengajean® as the first phase of the transition of their iconic Bengajean® to Good Earth Cotton®.

The French inspired fashion brand was founded 20 years ago by Donna and Danny Guest and has always endeavoured to keep circularity and sustainable practices front of mind. 

The team acknowledges that sustainable practices are always advancing, and the label are woking on strategies to lower their impact. Through their partnerships with various organisations and charities targeting landfill diversion, Blue Illusion® engages in holistic sustainable practices, considering the social and economic dimensions of their products, partnerships and operations. 

Operational changes, such as the introduction of recycled yarn, compostable cornstarch bags, an emphasis on natural fibres, and the avoidance of virgin plastics where possible, has allowed Blue Illusion to continue to lower their environmental impact.

Partnering with WorldFinds Fair Trade to support female artisans in India for their accessory production and Leather Working Group for their leather products, Good Earth Cotton® is the next vital step towards reducing their carbon footprint, as regenerative farming and positive impact practices are key to Blue Illusion®’s future goals, and are an investment in the future earth. 

Blue Illusion® will continue to invest in the wellbeing of the earth and the global community, with their next project to see a tree planted for every garment purchased from their December collection. 

Shop the Bengajean® Straight Leg in clean denim, the Skinny Leg in clean denim and the Shorts in clean denim here.

Women have always had a pivotal role in agriculture. The International Labour Organisation indicates almost a third of women’s employment is in agriculture globally (2018). In low- and lower-middle income countries, agriculture is the single most important employment sector for women. 

However, women account for less than 10% of the industry in upper-middle and high income countries, on average. This is not simply due to choice – barriers such as access to and ownership of land compared to their male counterparts, education and training structures and accessibility, equal treatment and lack of representation in industry bodies all contribute to a lower female involvement in agriculture. 

This is at a loss to the industry. 

Findings of a U.S. study suggest that barriers of entry to agriculture encourage female farmers to pursue alternative avenues, with women finding success in smaller scale farms, diversified high-value and value-added products and enterprises, unique marketing strategies, and sustainable practices (Sachs et al., 2016). 

Research conducted by Dr Lucie Newsome at the University of New England also found that female farmers are more inclined to engage in sustainable and alternative agriculture – a methodology which is increasing in popularity, revenue, and ecological necessity. 

Dr Newsome has connected this to the perceived ‘nurturing’ role of women, and how it is applied to their agricultural practice. This research concluded that a common factor of women’s success in agriculture is their willingness to work in harmony with nature rather than attempting to dominate it, as traditional methods might dictate.

This factor isn’t isolated to upper-middle and high-income countries. Increased inclusion of women in agriculture is associated with more socially and ecologically sustainable outcomes in Africa, especially in food production (OECD, 2021). 

As agriculture pivots to regenerative practices which prioritise ecological health, consumers become more educated and the climate crisis continues, there seems no better time to amplify the voices of women in agriculture across the globe. Fostering female participation is essential to an environmentally-conscious future for farming. 

International Labour Organization (ILO). (2016). Women at Work: Trends 2016.
International Labour Organization (ILO). (2018). ILOSTAT database.
Newsome, L. (2020). Beyond ‘get big or get out’: Female farmers’ responses to the cost-price squeeze of Australian agriculture. Journal of Rural Studies, 79, 57-64.
OECD. (2021). Gender and the Environment: Building Evidence and Policies to Achieve the SDGs. OECD Publishing, Paris. https://doi.org/10.1787/3d32ca39-en.
Sachs, C. E., Barbercheck, M. E., Brasier, K. J., Kiernan, N. E., & Terman, A. R. (2016). A New Crop: Women Farmers in a Changing Agriculture. In The Rise of Women Farmers and Sustainable Agriculture (pp. 1–29). University of Iowa Press. https://doi.org/10.2307/j.ctt20p57gr.4 

By Maggie Hewitt

Reflecting on Maggie Marilyn’s journey over the past five years, it still surprises me that some of the toughest days in our business have also become some of our brand’s biggest moments as well as some of my proudest. When I founded MM in 2016, I envisioned a business that made it possible for people and the planet to thrive: A transparent supply chain where workers were paid fairly and treated with dignity and respect. Where clothing was repaired, repurposed or recycled, not discarded to landfill. Where decreasing atmospheric carbon and increasing biodiversity through regenerative farming was not only possible but commonplace. But most of all, I imagined a future where climate responsible fashion was accessible to not just a privileged few, but the majority. But four years in, we found ourselves fully immersed in the notoriously ruthless and rigorous fashion industry cycle and I found myself increasingly disconnected. Maggie Marilyn was experiencing huge growth, international acclaim and we were dressing people I’d only ever dreamed of seeing in my designs, but despite our brand’s determination to challenge industry norms and influence change, I could see Maggie Marilyn drifting further away from my original vision. 

Having spent four seasons pushing our wholesale buyers to continue telling our sustainability story, by February 2018 they had started candidly saying, “Sustainability just isn’t important to our customers, Maggie. This isn’t a story we are ready to tell.” That was a fork in the road for me – I knew then that if I wanted to educate the women wearing my clothes on the importance of ethical, sustainable fashion, then wholesale was not our way forward: We needed direct communication with our customer. Put simply, exiting wholesale was the only way I could continue running this business of mine in good faith and twenty years from now I believe it will remain the single most important decision MM made on our mission to become circular and regenerative. 

Today, the flow-on effect from that decision in 2020 continues to steer us in the right direction; the flexibility and time afforded to us by not needing to meet wholesale deadlines allowed us to increase our dependence on sea shipping – resulting in a decrease in our carbon emissions by 73% and making us New Zealand’s first carbon positive clothing brand. In other words, we can now accurately prove that Maggie Marilyn is having a regenerative impact on the planet. But there is no finish line; the nature of the climate and biodiversity crisis means we will always encounter new challenges and problems to solve. And I know we’re up for the fight.

Learn more about Maggie Marilyn and the pursuit of good at www.maggiemarilyn.com, and her visit on-farm with Good Earth Cotton® and Vogue here.

By Sam Duncan, FarmLab Founder and CEO

As we drive back down the hill to the house from our little holiday at the coast, I spot the now-familiar blue plastic tarps flapping in the wind on buildings in the distance. “They’ve finally started repairing the daycare,” my wife explains as we look on at the white stucco buildings at the university in the distance. At least that means our youngest won’t have to go through an Armidale winter in the drafty hall they transformed into a daycare at the back of the campus. It’s been 6 months since the tornado hit our small regional town of Armidale in Northern New South Wales and, despite being declared a national disaster by the government, the red tape of building insurers and policy agents means that reparations are slow to be realised.

This situation is common across regional towns in Australia, from the 2020 bushfires devastating the town of Mallacoota in Victoria’s east to the recent floods Lismore in New South Wales North coast, where extreme weather events are becoming more common and the victims are more often than not those who live closest to nature. Unfortunately, those victims are also a major contributor to the supply chains through which we source our food and fibre. As we start to use climate focussed terminology in marketing, it’s important to remember that we’re doing to this not for the sake of the consumer, but for the very people on whom our food and fibre industries rely: agriculture.

“Our real aim is to become ‘carbon positive’ – meaning we take more carbon out of the atmosphere than we put in, even as our company grows.” This statement came from one of the world’s largest clothing manufacturers, Patagonia. For those familiar with their story, you’ll know that Patagonia have been fighting for environmental causes since their inception by keen rock-climber and old-school environmentalist, Yvon Chouinard. This type of statement is becoming more commonly adopted by brands wanting to emphasise the work they’re doing to reduce emissions. But what does the term ‘carbon positive’ really mean, and how does it differ to Carbon Negative, and Carbon Neutral?

The formula we use to determine whether something is taking carbon out of the atmosphere to generate a ‘carbon offset’ is simple:

Carbon Sequestered – Carbon Emitted = Net Carbon Offsets

If I put some numbers into this equation to discover I am sequestering more carbon than I’m emitting, I will have a positive result.

This equation works well with the term ‘Carbon Positive’, but herein lies the issue: most companies won’t have any carbon sequestered. These companies will end up with a ‘negative’ result. If we are calculating our carbon emissions, the term ‘carbon positive’ might mean we’re emitting more carbon than we’re sequestering.

‘Who’s kicking whom?’

I decided to seek advice from an expert, so I asked my wife: esteemed Lecturer in Writing at the University of New England and all-around brilliant woman (I hope she reads this), Dr Lili Pâquet. When I asked what made more sense grammatically, ‘Carbon Negative’ or ‘Carbon Positive’, she asked, “who’s kicking whom?” I told her no-one was kicking anyone, we’re talking about climate change. She went on to explain one of the fundamental sentence structure rules she teaches first year students. In any simple sentence you need a subject, verb and object. In the case of ‘carbon negative/positive’ there is no verb. This absence results in some confusion around what we’re referring to. Do we mean ‘carbon sequestration’ or do we mean ‘carbon emissions’? It depends on who you ask.

Now take the term ‘Climate Positive’. It’s still missing a verb, but the meaning is less ambiguous. Climate + Positive = Good for the climate. The beauty of this statement is that it’s futureproof. CO2 and carbon are some of the most important environmental measurements today, but 30 years ago we were talking about CFCs in relation to the hole in the atmosphere. Over the next decade I wager we’ll start incorporating more than just carbon into our discussions about the environment, like biodiversity and ecology. An overarching term like ‘climate’ is a much more effective at capturing the overall good we want to do for the climate and the environment.

Cooperation through a common terminology

Brands today are becoming more transparent about the impact their supply chains have on the environment and society. Definitions can help us cooperate better. When it comes to being able to compare company A to company B’s effectiveness, having a standard terminology to compare the two companies can help consumers decide which brand to support. It can help suppliers across the supply chain to understand one another’s business. In our research, much of the government terminology has shifted to ‘Climate Positive’. The Australian government’s ‘Climate Active’ brand gives businesses a logo to use that represents ‘positive climate action.’ The United Nations Secretary General has proposed 6 ‘climate-positive actions’ for governments to take in rebuilding their economies following the global pandemic.

Of course, when it comes to action, it doesn’t really matter what terminology is being used. Extreme weather events like floods, fires and tornadoes are going to continue to impact our communities, and food and fibre industries will be the ones that feel the greatest effect. Fortunately, the food and fibre industries have some of the most transparent supply chains and best consumer messaging and awareness. If we get the terminology right here, we get consumers thinking about whether their cars, energy sources and furniture are ‘climate positive’ too.

Useful Definitions

Climate positive: means that a company or organisation’s activity goes beyond achieving net-zero carbon emissions to create an environmental benefit by removing additional carbon dioxide from the atmosphere.

Carbon Positive: one way organisations choose to describe climate positive and carbon negative.

Carbon Negative: means the same thing as ‘climate positive’.

Climate Neutral: refers to reducing all GHG to the point of zero while eliminating all other negative environmental impacts that an organisation may cause.

Net-Zero Emissions: when total amount of greenhouse gas (GHG) released and the amount removed from the atmosphere reaches an equilibrium. 

Sam Duncan is CEO and Founder of FarmLab, agricultural software which enables agronomists, consultants and farmers better map, sample and analyse soil using the latest in soil science and digital soil mapping techniques. For more about FarmLab, visit www.farmlab.com.au.