A marketing guru may have found the ticket to thriving in the wool industry.
Instead of the classic woollen carpet, Roger Green produces luxurious woollen bed throws for overseas export.
Mr Green argues wool producers can boost their profits despite the struggling industry with one simple change.
“You ask farmers what their micron is and half of them don’t know. There’s really no demand these days for a carpet wool, but that’s the only end-use for that [35 micron].
“For me the mid-micron is really where there’s an opportunity – and that’s what we use,” Mr Green said.
His Auckland-based company Maxwell Rodgers Fabrics sources mid-micron wool from around the country and sells to hotels and cruise ships all around the world.
According to Mr Green, the sector and its farmers must identify market opportunities and match their product to those demands.
“I think a lot of growers in New Zealand are not growing the right sort of wool.”
Listen to the full interview with Roger Green above.