‘It’s been poor’: Richard Loe expresses frustration over wool marketing

Rural Exchange 10/11/2018

Rural Exchange host Richard Loe has criticised  the way New Zealand’s wool has been marketed to consumers.

“There’s nothing wrong with the product,” Loe said, who sells merino wool from his own farm.

Earlier in October, the Agriculture Minister Damien O’Connor announced the newly created Wool Working Group will discuss how to create a more sustainable and profitable sector.

But the radio host argued that the issue isn’t around a bad product, but rather in how wool is marketed. Loe suggested that those promoting wool, particularly crossbred wool, “have not been doing their job”.

Nicole Oliver, a PhD student studying the future of NZ wool, told Loe that the Wool Working Group is a great opportunity for industry to reflect on what’s working for future strategy.

She told RadioLIVE that industry needs to discuss the opportunities with other wool products beyond socks and carpets, noting that wool keratin can even be found in hair products.

“There are all these fantastic products that [wool] is going into, but we actually don’t talk about them.”

Ms Oliver says the industry is looking at moving away from the traditional uses of wool fibre in order to “reposition” its value in the global market.

Watch the full interview with Nicole Oliver above.

Rural Exchange with Hamish McKay, Sarah Perriam and Richard Loe, 5-7am Saturday and Sunday on RadioLIVE with Carter’s Tyre Service. Click here for all the ways to watch and listen.