North Canterbury News: August 20, 2020

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RURAL LIFE
30 North Canterbury News, August 20, 2020
Modelling
... Jono and
Sarah Reed
model
hoodies and
beanies made
from Merino
wool.
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QUOTE
Merino at heart of clothing line
By DAVID HILL
Faced with the realitiesofrural isolation,
Sarah Reed created her own clothingline.
The former nurse and mother of three
launched The Grumpy Merino line of
clothinginJune after alittlelockdown
soul­searching.
‘‘Atthe end of CovidIwas at the point
where Ineededsomethingelse to focus on.
Ineeded anew identity,’’ she says.
After launching awebsite, creating a
social media presence and planning popup
shops,Sarah has watched the orders
flowin.
‘‘Life has got alot more intensive.I
probably didn’trealise that, but when
you’re working on an online platform
you’ve got to be really active, so it takes a
lot of time. It’s made life prettybusy, but
it’swhat Iwanted.’’
Sarah farms at The Grampians,near
Culverden,with husband Jonoand his
parents,Graham and AnneReed, running
5500merino sheep and 400 head of angus
cattle.
The familywas already supplying
merino wool to Norwegian company
Devold,which is passionate about
traceability by labelling garments to
identify where the wool came from.
‘‘The traceability factor is becoming
moreimportant to consumers and
sustainability is becoming abig factor,’’
Sarah says.
‘‘You want to weargarments that are
going to keep being made.
‘‘Wool has such amazingpropertiesso
we just need to keep promoting it.’’
Many of thegarments soldbyThe
Grumpy Merinoare labelled to say the
wool came from The Grampians.
‘‘It depends on what’s available at the
time.But it’s all made from merino wool
from New Zealandgrowers,ifwecan.’’
Living on the farm is aworld awayfrom
her career as anurse, where Sarah
worked in pediatrics.
Afterhavingthreechildren, the
commute was no longer practical.
‘‘That’s the good thing aboutthis job. It
worksinwithfamily life and it’sflexible,
and it’s diversifyingoff our farm business.
‘‘It’s giving me my spot in our operation.
All we have to do is produceour wool and
send it off and then Iorder what Iwant.
‘‘EssentiallyI’m the retailer for Devold
of Norway,while finishing our supply
chainfor our wool.’’
Marrying into afarming family is never
easy,but Sarah saysruralwomen needto
find somethingtosink their teeth into.
‘‘It’s really hard with little kids and
beingisolated. You kind of lose yourself,
but you’vegot to get your swagger out.’’
The Grumpy Merino is acombination of
The Grampians and Graham Reed’s
nicknameofStumpy.
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