Agriculture Minister David Carter is well aware the report he commissioned into the wool industry could sink without trace. He’s given the Taskforce plenty of space to prepare its report with the assistance of his department. The report addresses some cold, hard facts. Wool is never going to win going head to head with the latest generation of nylon carpets in terms of wearability and the possibilities for design and long-lasting colour. Growers shouldn’t assume the latest generation of shoppers in Middle America even thinks about wool. The niche proposed for wool is all about its authenticity – traceability, land stewardship, water-use, carbon foot-printing, and NZ heritage.

The first recommendation is to assemble a global committee of marketing experts – some from outside the industry – to identify new markets, products, consumers and routes to market. It nominates the Wool Research Consortium as marketing leader, using Govt funds. The consortium is currently an ‘Under Construction’ entry on the website of Wool Research Organisation of NZ Inc, whose 2008/09 members were mainly carpet makers and wool scourers.

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The Taskforce didn’t attempt to say how much the re-engineering and marketing of wool to the world will cost. Chairman Jeff Grant says “I’m not going to say $5 million, $10 million – we didn’t even have that debate.” The wool industry is “capital thin” but if it manages to cajole funding from FRST and begin anew on product development, “farmers will react positively to future funding be that a levy or whatever.” The Taskforce recommends before then growers, marketers, manufacturers and researchers need to bury the hatchet and learn to speak with one voice.

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