Backing wool growers with more certainty

What happens when two long-standing New Zealand brands that are passionate about wool come together?

From left, Tim Deane, Peter McCusker, PGGW Wool, and Andrew and Heidi Jamison, Meikleburn Station

A new approach to the supply chain that’s set to bolster our wool industry, connecting growers directly with consumers, strengthening rural communities, and celebrating the integrity of natural, 100 per cent NZ grown wool.

PGG Wrightson and Norsewear saw the potential for a new value chain for NZ wool that boosts returns for wool growers and the wider sector.

The partnership ensures traceability from the grower’s paddock to the end product, with a high standard of animal welfare and fibre assurance that includes independent farm auditing and quality testing through the Wool Integrity NZ programme.

“As two companies with a rich history of commitment to the primary sector, we believe there is potential for NZ wool to deliver greater value to growers, rural communities, and New Zealand — if we do things differently,” says Stephen Guerin, chief executive, PGG Wrightson.

“By connecting the specific growers with select manufacturers we’re providing certainty of demand for these growers through long-term supply orders. This ensures manufacturers have certainty of supply of fully traceable New Zealand wool that meets their specifications.”

PGG Wrightson Wool’s quality assurance brand, Wool Integrity NZ, is key in the value chain, certifying that the wool comes from independently audited growers who meet world-leading animal welfare and environmental sustainability standards.

PGG Wrightson and Norsewear share a heritage of supporting the rural sector.

PGG Wrightson has partnered with farmers and wool growers for more than 170 years, including handling and marketing a significant volume of NZ wool.

Norsewear has been manufacturing quality woollen socks, beanies, and other woollen apparel for outdoor people since 1963.

Tim Deane, who purchased the company in 2023, says he sees significant growth and export opportunities for the sector through the partnership.

“As Norsewear transitions to a fully traceable value chain and grows, we’ll not only be able to buy more NZ wool at fair prices but also create jobs in regional NZ as we expand manufacturing. We want to encourage other companies to take this approach,” he says.

Wool growers joining the Wool Integrity programme access forward contracts, expert support, and certification to get more value out of their wool clip.

The programme markets Wool Integrity fibre to the world, opening the door to a network of local and international brands, and their customers, that value 100 per cent NZ wool.

The PGG Wrightson and Norsewear partnership begins at the farm gate with passionate wool growers taking a high level of care of their flock to produce the right specification of wool.

The fibre is sourced through PGG Wrightson and sent offshore for scouring and spinning by world-class spinners, specifically selected for their expertise and quality craftsmanship.

It then returns to New Zealand, landing in Norsewood, Hawke’s Bay at the Norsewear factory, where talented technicians create the durable work and technical outdoors wear that Norsewear is known for.

The circle is completed with distribution through PGG Wrightson’s 90 retail outlets and online store, as well as through other rural retail and online outlets.

“Over the years, some iconic Kiwi brands have moved away from using 100 per cent NZ wool. It’s been commoditised and diluted with other wools to reduce prices for manufacturers, and wool sector pricing has been heading in the wrong direction,” explains Tim Deane.

“It’s been tough for our farmers. We’re looking to reverse the trend. By ensuring a fully integrated value chain, we’re ensuring that when consumers choose Norsewear they experience the quality and provenance of 100% New Zealand wool products, and over time growers will reap better returns.”

The Wool Integrity quality assurance mark will be added to Norsewear’s packaging as the transition progresses.

Rachel Shearer, general manager PGG Wrightson Wool, says the partnership supports the links and connections between growers and rural communities who will be able to go into one of the company’s local stores or online, buy garments that use the wool they grew and wrap their families in them.

“As we demonstrate success, we welcome other NZ consumer brands to join us to benefit the industry as a whole,” she adds.