Sector players work on industry model for wool
A further step in the resurrection of the strong wool industry is underway with moves to establish an industry structure to continue driving its recovery.
The Wool Research Organisation of NZ (WRONZ), Wool Impact and Campaign for Wool have agreed to create what they call “an enduring industry model for wool”.
Campaign for Wool manager Kara Biggs hosted a stand at Fieldays, seeking input and solutions from growers on issues facing the sector.
These include the need for strong leadership, for a New Zealand story to support brands, diverse selling methods, government support, a funding mechanism and to arrest industry decline before it reaches a point beyond which it cannot be rescued.
The industry has become siloed, Biggs said, and all of these points need to be answered for the industry to be transformed.
A consistent story would promote the attributes of NZ strong wool and support brands but equally growers need choice in how they sell their wool.
WRONZ manager Tim Lonsdale said there appears to be broad cross-party political support for efforts to resurrect the strong wool industry.
“Wool was a $1 billion industry. When you look at the need for economic growth we have a win here. We just need to reduce farm income volatility.”
A regular funding source is required, but Biggs said it will not be a reincarnation of the former Wool Board, which was disbanded following a grower referendum in 2001.
“We have different ways and means but we need funding or we will not complete the restructuring.”
Who pays and on what basis it is sourced is up for discussion.
Biggs said the collaboration is focused on serving growers, who, she said, have lost control over how to improve wool prices.
“We need to take people with us,” she said.
“We’re a sidekick. We’re here to empower, enable and advance the heroes who are the NZ strong wool growers.”
McIsaac said feedback from markets is that they can handle higher wool prices.
“I have spoken to buyers through the supply and value chain and been told they can pay more but they don’t have to.”
The other challenge is to educate potential users such as architects and designers on the merits of strong wool.
“Saying ‘Buy our wool because its natural and grown in NZ’ doesn’t cut it.”
Quantifying carbon and biodiversity footprints and environmental impact are required as part of the NZ story.
Lonsdale said carpets, acoustic panels, filtration and bedding will be the main products, but new uses will also play a part.
“If we have got a vision on what the industry could be, I’m confident we can turn this ship around.”
While confident wool carpets could secure 30% of the NZ market, Lonsdale warns there is no silver bullet as dividends from such investments take years to materialise.