Wool venture worth $10/kg for growers

A major initiative using New Zealand wool was launched today and will reward growers with $10/kg.

A major initiative using New Zealand wool was launched today and will reward growers with $10/kg.

A new company called welovewool will use mid-micron wool and local expertise to manufacture quality garments in NZ for the outdoor apparel market.

The initiative is the brainchild of entrepreneur Joel Dickson who has spent many years in the textile industry.

"I was selling imported synthetic clothing for eight years and felt there was no real point of difference," Dickson said.

"Everything seems to be coming out of one big factory, and the only variation was the brand."

After selling it to farmers who were complaining about the returns for their wool, Dickson said he realised the opportunity to create and market a range of locally made woollen clothing.

He was also confident they would support a local product using pure New Zealand wool with all the attributes it offers.

"And, as any farmer knows, if our sheep were clothed in synthetics, they'd die. Iconic woollen clothing brands such as Swanndri, Norsewear and Icebreaker have gone off-shore for manufacturing, making expertise and capacity available for the new venture.

Dickson said he was motivated to launch the new company by more than just money.

"I believe there is more to business than just short term profit. We want to support a sustainable wool industry in NZ, so we started welovewool.

"We now have a totally integrated operation that starts on South Island farms where the wool is produced, travels through a NZ-owned and operated processing chain right through to our customers," Dickson said.

He is handling the marketing in conjunction with Country-Wide Publications Limited (CPL), publishers of Country-Wide and The New Zealand Farmers Weekly. CPL director Dean Williamson said its involvement was a natural progression for the company.

'‘We have spent over ten years unashamedly promoting the rural sector," he said.

"If we can add value to a farmer's wool clip by achieving $10/kg for their wool, then we'll do it."

Dickson said the wool will be processed by South Canterbury Textiles, formerly Alliance Textiles, at Timaru. Masterton companyWhitehead Productions will manufacture the bush shirts and jackets.

"Whiteheads has been in business for over 20 years and, like us, is committed to NZ. Also the owners have been able to keep their skilled staff, the pattern makers, cutters and sewers.

"We couldn't get better service off-shore," Dickson said.

The first range of clothing from welovewool will be marketed under the welovewool brand and comprises a bush shirt and outdoor jacket. There are sizes for everyone including the farmers of tomorrow.

Prices range from $199 to $259 depending on size.

Agriculture Minister Jim Anderton is supportive of the initiative.

"It is good to see farmers working with others in the wool processing chain to achieve greater value and higher returns for their wool," he said.

"This initiative, and the others that are emerging around New Zealand, show a pathway of hope for the wider industry."

Federated Farmers Meat and Fibre chairman Keith Kelly was thrilled to see the launch of the new company welovewool.

"It is an excellent initiative," he said. "That $10/kg is what is needed to bring wool into the modern era. Let's get behind it, it is a great start.

"I firmly believe the more of these niche areas for wool that we can develop the better off the farmer will be."

Dickson said the welovewool range will be available at next month's National Agricultural Fieldays at Mystery Creek (Site C5a) or via the company's website (www.welovewool.co.nz).

"We have a top quality raw product, an excellent manufacturer and a highly skilled marketing team," he said.

"It is an all New Zealand operation and, although you might get cheaper products, I don't believe you will get better."