Time to spin yarn
A new strategy to get New Zealand's strong wool back on to the path to the global highs of the past has been launched by the New Zealand arm of the worldwide Campaign for Wool.
The strategy of charitable trust CFWNZ, tasked with advancing the education and promotion of New Zealand wool, is linked to a series of key appointments announced last week, including that of Hawke's Bay man Tom O’Sullivan to the role of general manager advocacy.
He relinquishes the position of chairman for the last three years.
The trust has appointed dynamic wool industry leader Ryan Cosgrove as its new chair and strategic consultant Kara Biggs takes the second new pivotal role, that of general manager – strategy.
The strategy outlines how the CFWNZ will narrow its focus to three primary strategic pillars, ensuring that New Zealand wool — in particular, strong wool — is better understood both here and abroad as a fully sustainable, natural, high performance super fibre.
Cosgrove says the CFWNZ Strategy 2023-2025 is instrumental in clarifying the trust’s vision as it moves into a new phase of growth, establishing New Zealand wool as a premium product across the globe and shifting buying preferences. “We exist to support our fantastic wool producers and achieve the best possible outcomes for them in terms of strong wool promotion and price,” he says. “But just as important, we’re focused on ensuring conscientious, climate-minded consumers have access to, and information about, sustainable products they cannot only wear, but build and furnish their homes with.”
Three core strategic pillars encompass strong wool education, promotion and advocacy.
Wool in Schools, an initiative that has seen more than 25,000 primary aged children learn about myriad benefits and uses of wool, will be revamped and reinvigorated through the use of digital technology.
A new digital partner portal will be developed to give CFWNZ’s brand partners across the supply chain, from wool producers to the manufacturers of woollen products, the resources they need to tell their stories well.
Wool promotion is set to focus more keenly on the benefits of wool in housing and architecture, with CFWNZ committed to developing better ways for those at the coalface to specify woollen products in the buildings and infrastructure they create.