The government convened the Wool Industry Project Action Group to prepare recommendations for the future of New Zealand wool, particularly focusing on strong wool. PGG Wrightson Wool General Manager Grant Edwards was a member of the group, which presented its recommendations to the Minister for Primary Industries recently.

Building on New Zealand’s safe and reliable reputation, the group’s report recognises the evolving consumer mindset that places a high value on products that enhance family safety and health.

Acknowledging that attempts to respond to increased demand for synthetic fibres have previously failed, leading to a long-term contraction of the strong wool sector, the group says ‘we are on the cusp of a natural fibre renaissance led by more environmentally and socially conscious consumers and that a new approach is needed.’  This approach, it says, should incorporate the concept of Te Taiao: respect for and harmony with the natural world, which is the basis of its mission:  ‘capturing the hearts, minds and values of consumers who love natural, sustainable materials.’

Three key recommendations for action are to:

•  Develop a market-focused investment case and strategic roadmap for the strong wool sector.

•  Establish the capability necessary to get the sector match fit and ready for the opportunities ahead.

•  Establish a governance and coordination capability.

Grant Edwards says the group’s work has been well received.

“We were careful to ensure that the recommendations plotted a simple and realistic strategy towards a better future.

“We want to engage global consumers, and alongside them map out strategic ways to tell the story of New Zealand wool, bringing all its excellent characteristics to the fore; and we need to make sure the sector has the capability, through the likes of industry training and research and development, to capitalise on what could and should be a bright future for our natural fibre.

“Feedback since the report’s publication has been positive. We are confident that these recommendations will drive our industry forward, ultimately delivering better returns for growers,” he says.