In this month’s Country radio interview, Jamie Mackay caught up with Rachel Shearer, General Manager of PGG Wrightson Wool, for a timely update on the state of the wool market. While other agricultural commodities are currently riding high, the wool sector is facing ongoing headwinds.

Rachel acknowledged that buyer sentiment remains cautious as the new season begins. “There’s not a lot of urgency from buyers at the moment,” she said, citing uncertainty in international markets as a key factor across most wool types.

However, not all news is bleak. Rachel reported strong buyer interest in early-season Merino and mid-micron wools, with prices at recent Christchurch auctions reaching levels not seen in five years. “There are really good signs for fine wool growers this season,” she noted. In contrast, lamb’s wool prices continue to be mixed, with quality and preparation still critical in determining buyer demand.

The interview also touched on the importance of brand advocacy and industry visibility. Jamie praised Norsewear’s Tim Deane for publicly calling out the All Blacks’ controversial use of synthetic beanies, a story that gained significant media attention. Rachel commended Tim and the Norsewear team for championing New Zealand-grown wool, especially given their use of South Island PGG Wrightson growers' wool. “It’s great to see our fibre in the spotlight for all the right reasons,” she said, adding that she looks forward to seeing how the All Blacks respond.

Another bright spot discussed was the unexpected impact of sport on wool demand—specifically, the rise of padel. This fast-paced racket sport is driving a surge in global demand for tennis balls, which use wool felt. “Our export team is telling us UK manufacturers can’t keep up,” Rachel said. “It’s great to see New Zealand wool contributing to this growing global trend.”

While the strong wool market continues to face challenges, Rachel remains optimistic about the opportunities for fine wool and the positive influence of global trends and local brand champions.

Stay tuned for next month’s update as the season progresses.