Wool Impact NZ aims to work with brands to get strong wool products into markets quickly. File image Photo: RNZ/Carol Stiles
A new entity established to promote the strong wool sector is working to change how overseas customers view the product.
Strong wool prices have been subdued in recent years, with the price often not enough to cover the cost of shearing the sheep.
With support from the government, Wool Impact NZ was launched in July with the aim of working with brands to get strong wool products into markets quickly and speed up returns to farmers.
Chief executive Andy Caughey said their work was being helped by the fact that consumers were moving away from fast fashion and synthetic fibres.
"New Zealand has traditionally had a great reputation for our strong wool, but that's been challenged over recent years," Caughey said.
"We need to revisit how we present our wool to the market and address issues like contamination, and ensure that grading and classing is meeting the standards that the markets are looking for."
Caughey said wool had the potential to be a "game changer" and the group had been exploring alternative uses for wool.
"We're familiar with using wool for home insulation, but there are a number of companies in New Zealand who have been very innovative around acoustic panels and this is a new application which has worldwide opportunities," he said.
"As people have moved away to hard floorings, they're having to deal with the challenge of acoustics and so we can see providing wool into both residential and commercial facilities or schools that wool acoustic panels can be a great solution for that."
