About the Campaign for Wool

The Campaign for Wool aims to promote and educate the world about the wonders of wool fibre.

Initiated in 2010 by His Royal Highness The Prince of Wales, The Campaign for Wool (CFW) is a global endeavour raising awareness among consumers about the natural, renewable and biodegradable benefits offered by the fibre.

Encouraging collaboration between an international community of woolgrowers, major fashion designers, retailers, manufacturers, artisans and interior designers, the Campaign has been instrumental in educating consumers about the versatility of wool, and reconnecting them with its myriad of uses.

Visit CFW UK

New Zealand's campaign

In New Zealand, the Campaign for Wool New Zealand (CFWNZ) works tirelessly to increase demand for our New Zealand grown wool across the world. Along with education and promotion of wool, we endeavour to add value all the way through the supply chain to the farm gate.

We have developed a clear strategy outlining how we are going to do this, firstly in New Zealand, and then into global markets.

Read and download the strategy below.

Download our New Zealand strategy

Our core initiatives

Wool in Schools

Our mobile “Wool Sheds” travel the length of New Zealand teaching our children about the wonders of wool. Kids learn about wool process, innovative thinking, design and technology and they’ll have lots of fun along the way.

Wool in Schools

Live naturally, choose wool

Helping environmentally conscious people make more wool purchases, this PR and advertising campaign is being run across print, television and digital channels. The Campaign will run in 'bursts' throughout 2021 and 2022.

See the Campaign

Deepen partnerships

Partnerships within the industry and commercial entities is critical. The CFWNZ is actively developing and nurturing relationships to create a more collaborative environment which benefits everyone.

Become a Partner

Insights and research

Supporting better decision making in the industry, our consumer and market research will be available to partners to enhance understanding of key markets and consumer perceptions across global markets.

Partner Portal

Wool in Architecture

Aimed at architects, interior designers, developers and politicians, this initiative will increase the use of strong wool applications in new and renovated buildings.

More information coming soon!

Meet our team

Tom O’Sullivan

Trustee & Chairman

Philippa Wright

Trustee (MNZM, Wright Wool)

Craig Smith

Trustee (Devold of Norway)

Sandra Faulkner

Trustee (Grower)

Richard Kells

Trustee (Kells Wool)

Rick Powdrell

Trustee (Grower)

Ryan Cosgrove

Trustee (Carrfields NZ)

Leon Collier

Secretary (Gardiner Knobloch)

Vicki Linstrom

Wool in Schools Manager

Linda Calder

Campaign Manager

Kara Biggs

Strategic Consultant

Want to get in touch with one of our team?   You can email or call using the link below.

Contact us

Subscribe to hear our latest news