IWTO Meet the Canadian Wool CouncilAmong the International Wool Textile Organisation (IWTO) membership are a range of industry bodies that work hard to raise awareness of the benefits of wool. One of the newest among these is the Canadian Wool Council (CWC), a non-profit organisation focused on developing practical opportunities for the Canadian wool industry and those who work within it. The CWC aligns stakeholders to revive the Canadian wool value chain is the official delivery partner for The Campaign For Wool in Canada. One of its most important achievements is the creation of the Canadian Wool Plan, which has three major goals: to rebrand and revalue Canadian wool, to advocate for the entire Canadian wool value chain, and to give Canadian wool a voice on the international stage.

The Canadian Wool Council Team

Who are the people behind the CWC and its projects? The leadership of the CWC consists of seasoned professionals from a variety of sectors. Meet the team that has come together to ensure that the aims of the Campaign For Wool are achieved. Here are some of the people involved in the council and its projects.

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Matthew J. Rowe – Chairman, CEO and Head of the Canadian Delegation to the IWTO

Heading up the team is Matthew J. Rowe, a seasoned campaigner with a wealth of experience in the non-profit sector, as well as a history of roles connected to the Canadian Senate of House of Commons. Prior to heading up the CWC, he was Vice President of Prince’s Trust Canada, where he was charged with developing and communicating the charitable work of HRH The Prince of Wales within Canada.

Jessica Bentley-Jacobs – CWC Board Member and Canadian Representative, IWTO Sustainable Practices Working Group

Jessica Bentley-Jacobs is an accomplished executive who has focused her career on developing and leading sustainability initiatives. She has global experience in both the private and non-profit sectors.

John Muscat – Chair of the Wool Advisory Council

Serving on the advisory board of the CWC, John Muscat is also the president and co-founder of LINE the Label, a homegrown Canadian fashion line that has garnered significant international acclaim.

Jennifer MacTavish – Canadian Representative, IWTO Sustainable Practices Working Group

With degrees in International Development and Animal Science, Jennifer MacTavish has deep interest in agriculture and food security. She has been working with producers, processors, and industry leaders across the agricultural sector for over 20 years. She is currently also serving as the General Manager of the Ontario Sheep Farmers.

Jane Underhill – Industry Strategist, Chair of the Canadian Wool Domestic and International Affairs Committee, and Canadian Representative to the IWTO Wool Interiors Working Group

Jane’s expertise is in supply chain mapping for medium- and large-scale commercialization projects. She remains particularly close to the sheep producer segment and shares insight with the Wool Council on strategic direction.

Other Team Members Include:

Holly Heartz, Canadian Representative, IWTO Product Wellness Working Group
Carol Sebert – Chair, IWTO Wool Interiors Working Group
Richard & Nancy Self – Canadian Representatives, IWTO Wool Sheep Welfare Working Group
Kim Doherty-Smith – Canadian Representative, IWTO Market Intelligence Committee

Where to find the Canadian Wool Council

Visit the Campaign for Wool Canada website for more information about the Canadian Wool Council’s activities.

The benefits of being part of a global wool organisation

The International Wool Textile Organisation is the global authority for standards in the wool textile industry, representing the collected interests of the global wool trade.

Our members are based in over 23 countries and represent all stages of the wool process. By bringing these members together, IWTO ensures the sustainable future of wool.

Discover IWTO’s activities and Members at iwto.org/about-iwto/.

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