The time is right to position strong wool as a problem solver, Wool Impact chief executive Andy Caughey says.
With natural fibre starting to take the lead in the sustainability space he said Wool Impact is set to change the perception of wool to global markets.
Wool Impact is a collaboration between the government and sheep sector partners under the Ministry for Primary Industries’ Sustainable Food and Fibre Futures fund to grow export revenues for wool.
Launched in July 2022, it has embarked on its mission to create new demand and value for New Zealand strong wool.
The industry body is tasked with changing the perception of wool, ensuring NZ strong wool has desirable end-user appeal and is backed by on-farm and environmental performance credentials.
Now is the time to really position strong wool as a problem-solver especially with brands focused on circular product design, Caughey said.
“Natural fibre strengths are starting to lead the innovation and sustainability space with footwear brands, carpet, insulation, and acoustic companies turning to wool as a key component for production.
“More recently we’ve also seen developments in deconstructed wool fibre into particles, powders, and pigments.
“Wool really has the potential to be a game-changer.
“Strong wool growers have not been connected with brands and end user demands and we want to make sure we bridge this gap and equip farmers with the market intel to better prepare wool to meet these needs, which in turn will add value on farm.”
Caughey, a passionate advocator for wool having previously represented NZ wool interests overseas working with luxury, lifestyle, and sports brands, wants to see an increased awareness of the uses for wool and generate a greater demand for wool across global markets.
“We have a story to tell about the benefits of NZ strong wool including high standards of animal welfare, environmental care and how natural fibre supports the wellbeing of people in the home and at work.
“Representing wool as a responsible and sustainable fibre is crucial to increasing the demand for strong wool and providing greater returns to NZ farmers.”
Advocating the current high standards of environmental care and animal welfare amongst NZ farmers was made possible via the extension of the Farm Assurance Programme to wool late last year.
Wool Impact has picked up and run with this assurance programme as a lever to build brand trust in and value for NZ wool globally.
“We are working expediently with the sector to understand and advance knowledge of wool’s environmental impacts and contributions.
“Understanding the current impact of wool products throughout the life cycle, including the carbon footprint, will give brands the information they need to support market access and the continual building of better products,” Caughey said.
The industry body has a dual focus on demand and value creation and plugging some of the serious voids that have eventuated in the wool industry including gaps in skills, training, market intelligence and data and environmental impact.
It is teaming up with companies, the wool classer and shearing representative organisations to boost the delivery of practical training courses and attract new people to the sector for wool harvesting.
