Canadian Wool Conversations returns to Calgary on October 7, 2026, bringing together producers, processors, entrepreneurs, researchers and industry leaders to explore the future of Canada’s wool value chain.
Without collaboration across the wool value chain, opportunities to improve fibre quality, strengthen local manufacturing and develop new markets can be difficult to realise. Canadian Wool Conversations creates a platform for industry stakeholders to share knowledge, build connections and explore practical opportunities for growth.
Organised by the Canadian Wool Council, an IWTO member and the parent organisation of the Campaign for Wool in Canada, the event takes place under the theme “Regenerating Landscape, Industry, and Community.”
→ Register for Canadian Wool Conversations 2026
Why Is Canadian Wool Conversations 2026 Important for the Wool Industry?
What does the future of Canadian wool look like, and how can stronger connections be built from farm to finished product?
These questions are particularly relevant in Western Canada, where sheep farming, emerging wool businesses and interest in local materials are creating opportunities across the value chain. Alberta is home to around 170,000 sheep, with the province’s flock predominantly Rambouillet, averaging approximately 21–22 microns.
Following the inaugural event in Toronto, the 2026 conference will examine opportunities and challenges facing Western Canada’s sheep and wool sector while connecting Canadian perspectives with international expertise.
The Three Pillars of Canadian Wool Conversations
The 2026 programme connects production, business, international markets, skills and value creation across the Canadian wool sector.
1. Strengthening the Wool Value Chain
The conference brings together producers, ranchers, processors, manufacturers, researchers, designers and advocates. Sessions such as Wool of the West: Building a Sustainable Future for Sheep and Wool Production in Western Canada will explore opportunities for producers and the wider industry.
2. Connecting Canadian and International Expertise
Speakers include Tarra Drevet, Director of Agriculture at the Calgary Stampede; UK Merino champion Lesley Prior; and wool expert Lisa Surber. The programme will also feature Alberta ranchers, local businesses, processors, researchers and young industry voices.
These perspectives create opportunities to consider how international experience and local knowledge can support Canada’s wool sector.
3. Turning Conversation into Opportunity
Sessions including Free Range Thinking, Export 101, Cultivating Capacity, Between Supply & Demand and Talk to an Expert: Roundtable Discussions will explore business development, international markets, skills, supply and demand, and value creation.
What Can Attendees Expect at Canadian Wool Conversations 2026?
The main conference takes place on October 7, 2026, at Calgary Farmers’ Market West’s Loft, with views towards the Rocky Mountains.
The programme focuses on Western Canada’s sheep and wool sector, value-chain projects, international collaboration and opportunities for Canadian wool. Optional field trips follow on October 8, offering visits to farms, industry locations and showrooms.
Registration is open for producers, businesses, wool professionals and advocates interested in connecting with the Canadian wool sector. Register for Canadian Wool Conversations 2026 and explore the event programme and travel information.
Join the Conversation on the Future of Canadian Wool
Canadian Wool Conversations 2026 offers an opportunity to connect with people across the wool value chain and explore how collaboration, innovation and knowledge sharing can support the future of Canadian wool.
From improving wool quality and exploring international markets to supporting local manufacturing, the Calgary event will examine how wool can contribute to thriving landscapes, industries and communities.
Register today and join the Canadian Wool Council, industry experts and wool stakeholders in Calgary on October 7–8.
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IWTO posts reflect our collective expertise and passion for all things wool, backed by nearly a century of industry knowledge and a global network of wool professionals.
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