NZ wool relaunch 'big issue'

Iain Abercrombie confesses to underestimating the size of the challenge he faced when appointed chief executive of Wool Partners International, a new body charged with resurrecting the fortunes of the wool industry. It would be hard to find a more difficult job than resurrecting the once proud, profitable export fibre industry that in recent years has been neglected while a generation of retailers and consumers grow up knowing little about its merits. Mr Abercrombie has endured a range of emotions since taking on the WPI position, from being overawed in the first few weeks at the job in front of him, to feeling much more confident after visiting carpet manufacturers and retailers in the US reports the ODT. Any confidence was tempered by the task he faced of uniting growers, creating a co-operative, creating demand for wool and educating retailers and consumers about its merits. NZ's clean and green image was seen favourably by the residential market and there was a move in the US towards renewable resources and away from a dependence on oil. "If we can come up with a clever way to recycle woollen carpets, that creates another opportunity." Match that with the NZ clean and green story, that wool was renewable, and he said the stars were coming into alignment for wool. An ingredient brand, identifying wool that met quality standards, would be created to confirm New Zealand's reputation as the source of the world's best carpet wool. The US was the first market WPI would tackle, as it had several large carpet manufacturers that could influence retailers.