Business Rural North Winter 2021

14 | CAMPAIGN FOR WOOL » Tom O’Sullivan • from page 10 Consumer education top priority for Campaign for Wool specifying buildings. It went very well so our next step will be to run similar webinar sessions globally.” Last year, a government report on New Zealand’s wool sector called for action on get- ting the sector on track, improving governance and coordination, and developing a strategic roadmap for strong wool. A marketing-focussed Strong Wool Action Group (SWAG) has since been launched and Tom is a member of that group too. “I’m keen to contribute positively to the SWAG initiative. It is vital that the strong wool industry recognises the urgent need for a new trans- formational strategy and pull together in one direction. We have to get that confidence back into the industry to build a profitable future for wool fibre.” Tom also welcomes work being done by the National Council of New Zealand Wool Interests to introduce a new farm assurance programme. “We need to be able to say in our marketing that ‘this is New Zealand farm assurance branded wool’ that has come off audited, well-managed farms that comply with our animal welfare policy.” Tom recalls meeting Prince Charles, who initi- ated Campaign for Wool in 2008, during a visit here in 2019. “He talked about how the campaign’s envi- ronmental message fell on deaf ears for the first eight or 10 years but how that was changing. That shift is really gaining momentum now that environmental damage associated with synthetic fibres is being recognised. “I do feel optimistic that with good, smart mar- keting and an understanding of what consumers want, we can turn this sector around.” Inspecting wool fibres for quality control. A recent government report on New Zealand’s wool sector called for action to improve governance and develop a strategic road map for strong wool. A marketing-focussed Strong Wool Action Group (SWAG) has since been launched. THE WONDERS OF WOOL – TOP 10 1. Wool is natural and renewable It is grown not made; every year sheep grow a new fleece. Wool products also use less energy than man-made fibres during manufacture. 2. Wool is sunsafe It has naturally high UV protection. 3. Wool is flame-retardant Wool fibre has a higher ignition threshold than many other fibres and is flame retardant up to 600ºC. It also produces less toxic fumes in a fire. 4. Wool is biodegradable When disposed of, natural wool fibre takes only a few years to decompose, and with a high nitrogen content, wool can even act as a fertilizer. 5. Wool is breathable It’s natural structure allows it to absorb and release water vapour into the atmosphere, keeping you warm in winter and cool in summer. 6. Wool is non-allergenic It is not known to cause allergy and does not promote the growth of bacteria. With microscopic scales, wool fibres can trap dust in the top layers until vacuumed away. 7. Wool is durable and elastic Wool fibre can be bent 20,000 times without breaking and still have the power to recover and return to its natural shape. Quality wool garments look good for longer. 8. Wool is easy care Modern wool can be machine-washed; retaining a small amount of natural oil, wool fibre resists dirt and grease. 9. Wool is multi-climatic Wool acclimatizes to its surroundings. 10. Wool is naturally insulating It can insulate the home providing and retaining warmth, and reducing energy costs. Rather than admitting defeat in the face of plunging wool prices, Gisborne’s largest independent wool handler – Gisborne Wool Company Ltd - is preparing to launch a bold new value-added venture to make the most of the region’s high quality wool clip. Steering the new venture is company manager Henry Hansen, whose family has been involved in every aspect of the local wool industry since the 1890s, from merchanting, scouring, exporting and brokering. Today’s depressed wool price market is jeopardising that proud wool legacy, but Gisborne Wool Company Ltd is taking action to turn that around. “We are as passionate as ever about the quality of Gisborne’s wool and don’t want to lose our sheep industry because of collapsing wool prices,” he says. “So we have decided to stick our necks out and take a crack at something new to secure the continuation of wool growing in New Zealand, especially in the Gisborne area. “Hence, we have decided to go into manufacturing and making value-added products. We will be getting into non-woven products and targeting the luxury end of the market. We’ve imported machinery from the United Kingdom with the aim of creating and making new products out of wool.” Gisborne’s sheep farmers will not have to pay a cent towards this new venture, but Gisborne Wool Company will certainly take all the quality wool they can supply. “This is going to be a massive user of wool and we want to take the Gisborne community and sheep farmers on this amazing journey.Wool is the best natural, sustainable, biodegradable fibre available.” Henry believes environmentally conscious consumers - here in New Zealand and around the world - also recognise the premium nature of this country’s wool. Many are looking for healthy alternatives to synthetics. He suggests all that is needed is more education and clever marketing to really get the industry up and thriving again. “We have gone to marketing gurus and invested a lot of time and money in working out the best way forward, so we don’t repeat what has been going on for the past 20 or 30 years. We are already doing a wool insulation product that is going very well, but there is a lot more to announce. We plan to fully launch our new venture in June/July.” Gisborne Wool Company Ltd has deep roots in Gisborne and is strongly loyal to the region. Promoting Gisborne will be a huge part of the exciting new venture. “We have been part of the wool story here for over 100 years and plan to be here for the next 100 years too.” Taking Gisborne’s wool industry into the future