Business Rural Winter 2021

30 | CAMPAIGN FOR WOOL » Tom O’Sullivan ness degree from Lincoln University and has a solid background in meat marketing. He is proud to be using these skills to help spearhead a better future for wool. “Strong wool has been used to make carpets for a long time but outside of that there has been little product development. We’re now starting down a path of supporting companies commer- cialising value-added wool products and can see exciting movements, for example in the home and office environments. While it’s still important to get the message out on the benefits of wool, what we want is for people to buy wool products.” Over recent months, Campaign for Wool has been working alongside Big Save Furniture, sup- porting their move into wool furniture and bed- ding with a nationwide launch tipped for June. “It is a great example of a company recognising the consumer trend towards wanting more natural products. It would be fantastic if we could get more furniture made from wool into New Zealand homes.” Consumer education is key priority for Cam- paign for Wool. One of its programmes, Wool in Schools, runs out of two educational shipping containers and has been well-received in New Zealand schools. “In early March we also ran a live webinar to the New Zealand Institute of Architects on the history and science of wool and why it should be considered by architects and designers when 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 Zea- land’s wool sector called for action on getting the sector on track, improving governance and coor- dination, 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 transforma- tional strategy and pull together in one direction. Consumer education a top priority for wool campaign • from page 26 “We’re now starting down a path of supporting companies commercialising value-added wool products and can see exciting movements, for example in the home and office environments. While it’s still important to get the message out on the benefits of wool, what we want is for people to buy wool products.” “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 cam- paign’s environmental 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.” Getting confidence back into the industry is a focus for Campaign for Wool NZ Chair Tom O’Sullivan. mainlandwool@xtra.co.nz 2 Smallbone Drive, Ashburton Store Phone.................... Chris Bell........................ Dean Harrison................. Brent Jary........................ 03 308 0150 027 432 2547 027 229 1833 027 554 5547 Locally owned Wool Merchant Prompt, Professional, Personal Service Mid Canterbury’s leading low cost wool service provider “You cannot beat NZ Wool it is naturally grown from grass” WEIGH & PAY ON FARM LIFESTYLE BLOCKS CALL WITH YOUR WOOL Main West Coast Road, Yaldhurst, RD 6, Christchurch 7676, New Zealand Phone: +64 3 342 6223 Email : ywlwool@nzwool.com Web: www.nzwool.com Moisture regulation in the home, high level of insulation, Natural re retardancy of wool, comfort zero emissions from underlay tracible back to the farm. JERSEYS 01 windproof lining $195.00 09 unlined zip collar no pocket $175 08 unlined zip collar zip chest pocket $185.00 Crew neck $165.00 Beanies $23.00 Prices including gst plus freight To purchase please visit www.agwoolnz.co.nz or www.agmatch.com Made from Agmatch members wool with sustainable on farm returns. To know more go to www.agmatch.com CARPET COLOURS Slate Earth Bed Rock CARPET 60 oz high quality wool carpets also available in colours earth, bed rock and slate price $345.00 including GST we can make to order we also can supply a 97% wool underlay that is exceptional. Work socks 2 weeks away keep an eye on the website.