There has been plenty of talk about the New Zealand wool industry in recent years, most if it painting a fairly negative outlook.
So it was pleasing to last week hear of some positive steps being taken to promote the under-siege product, both here and overseas.
It started with wool carpet manufacturer Bremworth announcing it was launching a $2 million-plus marketing campaign, designed to address misconceptions about wool but, more importantly, grow exports.
NZ is the world’s third largest producer of wool, accounting for 9% of global production, but, according to Bremworth, the country’s export revenue from wool is projected to fall by 3% to $380 million over the coming year.
A series of new campaigns will be created for local and Australian markets to help lift woollen carpet’s profile.
Bremworth chief brand and product officer Rochelle Flint hopes the marketing investment will help stimulate demand for NZ wool and address the decline in domestic production.
It is interesting to note that research by Bremworth shows that despite three-quarters of homeowners saying they would prefer to have wool in their homes, they aren’t buying the product, instead opting for synthetic products, which continue to dominate the market.
The Bremworth announcement comes as Wools of New Zealand confirmed it has signed an agreement with leading Chinese rug and carpet manufacturer Yangxin Ruixin Group for the company to use Wools of New Zealand branding on its products.
It is the first time the farmer-owned company has reached a deal with a Chinese manufacturer to produce branded products.
Yangxin Ruixin can now use the Wools of New Zealand logo on its products that contain at least 60% Wools of New Zealand-supplied fibre.
The company is located in the Shandong province and produces a range of types of carpets and rugs for the commercial, hospitality and residential markets. It operates the largest hand-tufted factory in China, with 3000 employees.
Wools of New Zealand chief executive John McWhirter said an advantage of the agreement is the ability of Yangxin Ruixin to monitor any Chinese manufacturers falsely claiming to be using Wools of New Zealand wool.
“This is adding to the growing list of Wools of New Zealand partners taking the New Zealand wool story to international consumers.”
And to top off the week there was news that two new wool classing tutors have been appointed at the Southern Institute of Technology. There were fears there may no longer be formal training available in wool classing following the retirement of two long-serving tutors.
Rebecca Braddick and Emma O’Sullivan, who both found their love of wool growing up on family farms, will tutor the NZ Certificate in Wool Technology and Classing (Level 4), the country’s only wool classing programme.
These announcements are unlikely to initially change much for the everyday sheep farmer, but they do show there is still passion and belief in the industry. It is going to take hard work and drive to keep wool in the spotlight, but, thankfully, there are plenty of people who think it is worth the effort.
