A year of turning points for wool

Kara Biggs, Campaign for Wool NZ

If you work in the wool sector, you’ll know it hasn’t always been easy to feel optimistic. But this past year, the clouds have really started to part.

In 2025, we’ve celebrated some big moments in our sector - a combination of headline news, and quiet shifts that signal that change is on the way. We started the year already deep in collaboration. For too long, our sector had been split into silos, each doing good work but often in isolation. That all changed with a Strategic Alliance signed in 2024 – doubling down on effort while simultaneously ending duplication.

At Campaign for Wool NZ (CFWNZ), our remit is crystal clear. We educate on the benefits of using strong wool in age-old and shiny-new applications – everything from carpet to skin cream to kayaks! We advocate for strong wool growers who are battling the elements (both literally and figuratively) to prosper in tough conditions. And we promote wool to consumers, understanding their requirements and responding with research, insights and compelling information delivered in a multitude of ways. Sir Sam Neill had jumped on board the waka as our Global Ambassador, so we spent a little time with this born environmentalist in January, creating content that resonated with millions of new wool fans. It was a fantastic start to the year.

And things were about to get better. A policy announcement in April left us speechless (in the best way) with the government declaring wool would be mandated in public building projects, from refurbishments to new builds. Finally, our leaders had recognised wool for what it is: durable, safe and sustainable – and delivered a landmark decision that, we hope, will have impact all the way back to the farm gate.  Then came Fieldays in June where we invited our community to talk directly to us about their thoughts and ideas for an industry-good organisation for New Zealand wool. Hundreds of sticky notes later, it was clear: growers, processors, innovators, and even politicians needed to see a more unified sector, more transparency, and better tools to future-proof the industry.

That is how the Wool Alliance came to life: a formal agreement between CFWNZ, Wool Impact, WRONZ, and Beef + Lamb NZ. The significance of this shouldn’t be underestimated. It takes our Strategic Alliance up a notch. We now sit – formally – around a shared table, with a committed Chair, John Monaghan helping to drive the collective energy required to build an enduring model for strong wool. Expect to see more from the Wool Alliance in the new year – we’re working hard!

But perhaps the most meaningful shift of all in 2025 has been one of tone. For the first time in a long time, I’ve felt an undercurrent of genuine belief that wool’s renaissance is imminent – that it’s in progress. Strong wool growers are cautiously hopeful, the commercial sector is leaning in, and the next generation is watching with interest.  Perhaps wool is finally being seen for its true value again – as the sustainable super-fibre we know it to be.  There is a lot of mahi still to come but the momentum is there in spades, so as 2025 draws to a close, I’m pouring from a full cup and toasting a wool-rich 2026.