A three-strong executive leadership team has been announced to lead Wool Impact, the $11.4 million entity tasked with driving collaboration and innovation to increase demand for New Zealand’s strong wool.
The team will be led by chief executive Andy Caughey and supported by sector executives Gretchen Foster and Ross McIsaac.
The entity will ensure that NZ strong wool has desirable end-user appeal and is backed by on-farm and environmental performance credentials.
Caughey has been representing NZ wool interests overseas since 1996, working with luxury, outdoor sportswear and lifestyle brands to link to demand-driven programmes through the value chain.
He is the founder of Armadillo Merino with previous roles including managing director at John Smedley and international marketing manager at the NZ Merino company.
He has been involved with the Strong Wool Action Group since his return to NZ in 2020.
McIsaac has a finance background within the agricultural sector, having worked in the ANZ commercial and agri team before spending seven years with the Ministry for Primary Industries Investment Programmes Directorate.
He brings analytical, contract, project and relationship management skills, experience working with a range of partners across value-chains and strong networks within central government.
A director of Akaroa Butchery and Deli, Foster has a background in marketing and textile science and has spent 16 years advocating for the virtues of wool for different end uses and market segments through her various roles at the NZ Merino Company.
Wool Impact chair Mike Allen said the new team has international wool industry experience and business credentials that will accelerate the growth of the sector.
“This is a trio of passionate and talented individuals who believe in the potential of NZ’s strong wool sector.
“With skills across the agricultural sector including commercial, marketing, branding and export, we are confident this is the team to renew NZ’s strong wool sector,” Allen said.
Caughey said representing wool as a responsible and sustainable fibre is crucial to increasing the demand for strong wool and providing greater returns to NZ farmers.
As leading brands focus on circular product design, natural fibre strengths start to shine.
“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,” Caughey said.
Increasing demand for strong wool will build resilience for NZ sheep farmers who will not have to rely solely on meat prices.
“Through better connectivity with market needs, farmers will be able to better prepare wool to meet these needs, which will in turn add value on farm.”
Wool Impact is jointly funded by the government, leading NZ meat companies and wool industry stakeholders.
Over the coming three years Wool Impact will transition from a Crown and industry supported model to a self-sustaining model combining wool grower and industry funding.
