The International Wool Textile Organisation (IWTO) is very pleased to share that the Campaign for Wool New Zealand has published its 2024 Annual Report, highlighting significant achievements in education, promotion, and advocacy for New Zealand strong wool. The Campaign made strides across all three areas, during what Board Chair Ryan Cosgrove describes as “a pivotal year for the New Zealand strong wool industry.”
Key Highlights
The report details the organization’s focused strategy to revitalize the strong wool sector through the three strategic pillars of Education, Promotion, and Advocacy.
In education, the organization launched innovative programs for all educational levels. “Wool Dynamics” serves tertiary architecture and design students, while “Wool Week” is aimed at remote primary schools. “Little Wool Learners” introduces wool through sensory experiences for early childhood education.
School engagement expanded impressively, reaching 8,761 students across 38 primary schools. This is a substantial increase from the previous year.
Likewise, promotion efforts increased, with 47 media articles and 21 radio interviews. Social media reach grew to 1.1 million consumers. The addition of acclaimed actor Sam Neill as an ambassador further elevated their profile.
In its advocacy work, the organization formed strategic alliances with Wool Impact and Wool Research of New Zealand to promote wool use in construction and architecture. CFWNZ also engaged with government agencies to advance wool product adoption.
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Industry Perspective
“Collaboration will be a key cornerstone of recovery for the strong wool industry,” notes Ryan Cosgrove, Board Chair. “A global shift towards performant, natural products is creating new opportunities for wool globally, and New Zealand is uniquely positioned to lead this resurgence.”
Adds General Manager Kara Biggs: “Although it is fair to say we have a long way to go – this report sheds encouraging light on how far we have come.”
Looking Forward
Following on from 2024, plans include “the largest and strongest cross-industry alliances seen in over a decade.” There will be full implementation of education programmes across all age groups, and strategic awareness-building.
The full report is available on the Campaign for Wool New Zealand website: www.nzwool.co.nz
Learn More About the World’s Wool on IWTO’s Website
For more information on the wool industry around the world, take a look at our fact sheets, statistics and guidelines.
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Based in Brussels, she enjoys the challenge of coordinating communications across time zones and cultures, whether she's working with sheep farmers in Australia or fashion brands in Europe. When not immersed in wool industry trends, you might find her on a yoga mat or exploring Belgium's excellent coffee scene.
Have a question about wool or the wool industry? Contact Jeannette through IWTO at iwto@iwto.org.
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