Woolgrowers finally get direct government support for their product, hoping this will be a catalyst for wider community acceptance of a once-proud product that has been passed by recently

A couple of years ago, I spoke with Tom O’Sullivan, a farmer and passionate advocate for wool who was then chair of Campaign for Wool. At the time, the mood in the strong wool industry was bleak. Prices had hit rock bottom, synthetic fibres were flooding the market, and for many farmers, shearing costs outweighed the value of the fleece. Tom spoke candidly - about frustration, generational loss, and the heartbreak of watching a once-proud New Zealand export become almost worthless.

Fast forward to today, and there’s the faintest flicker that things might finally be turning. This week, the Government announced a change to its procurement rules that could breathe new life into the wool sector. From 1 July, government agencies will be required to prioritise the use of woollen fibre products in new buildings over $9 million and in refurbishments over $100,000. Ministers Nicola Willis and Mark Patterson say the move will support local producers, encourage innovation in building materials, and promote healthier indoor environments through wool’s natural breathability, insulation, and ability to absorb pollutants.

For those in agriculture, this is more than just policy—it’s personal. It’s a signal that the work farmers do, and the products they raise, are valued. And perhaps more importantly, it suggests a renewed recognition of the worth of strong wool, a fibre that’s been overlooked for far too long.

But while this announcement is a welcome one, it also brings Tom’s earlier words back into sharp focus. Because everything he said back then—the despair, the resilience, the constant fight for recognition—remains relevant today. This procurement shift might be a turning point, but it’s not the finish line.

Tom reminded us back then that wool is not just a commodity. It’s culture. It’s livelihood. It’s legacy. And despite the challenges, that hasn’t changed. What’s starting to shift is the level of support from the top—and perhaps, finally, the start of a broader understanding of wool’s value beyond the farmgate.

Hearing Tom speak again, even after two years, the weight of his words still lands. The frustration with an industry left to fend for itself, the pain of seeing quality wool pile up in sheds because it simply wasn’t worth moving—it was, and still is, a story shared by countless farmers across the country. It’s been the reality for too long.

But this week, things feel just a little different. Not fixed. Not resolved. But moving. There’s intent. There’s momentum. The Government’s decision to preference wool in public buildings is a small but significant step forward. It acknowledges what advocates like Tom have been saying all along: that wool is a renewable, biodegradable, and versatile material with serious potential in a world crying out for sustainable solutions.

This moment also serves as a stark reminder of how long farmers have waited for that potential to be recognised. Tom was never just speaking for himself—he was speaking for a whole sector that had been shouting into the void. Wool should never have been relegated to the too-hard basket while synthetic alternatives flourished. Yet here we are, finally seeing a glimmer of meaningful change.

The procurement policy opens the door to a different future. One where wool has a rightful place in modern construction—not as a quaint or outdated material, but as a smart, strategic one. Carpets, insulation, acoustic panels, upholstery—these aren’t niche products. They’re essential, and wool has a role to play in all of them.

Of course, there’s still a long way to go. Procurement rules can stimulate demand, but they don’t guarantee volume. They won’t fix processing bottlenecks or ease global market volatility. They won’t undo decades of underinvestment in marketing, R&D, or supply chain infrastructure. But what they do signal is intent—and that matters.

For the farmers who’ve held on through the worst of times, who’ve kept shearing, storing, and hoping—this policy shift is a nod of respect. It’s a validation. It doesn’t erase the hard years, but it does show that wool matters again. That those empty cheques, sleepless nights, and endless meetings weren’t for nothing.

So what now? Now we keep the pressure on. Government agencies need to follow through on their commitments. Procurement guidelines must translate into actual, measurable demand. We need to support innovation—new uses for wool, new markets, new ways of telling wool’s story. And we must keep telling the old ones too, because the history of wool in New Zealand is worth remembering. But its future? That’s worth fighting for.

For those with strong wool in their sheds, on their farms, or in their blood—this moment may bring a spark of hope. It’s not a magic fix, but it is a step forward. We’ll be watching how this policy plays out. And we’ll keep listening to the voices of those who never stopped believing in the value of wool, even when no one else seemed to.

Strong wool is exactly that—strong. And now, perhaps, it’s finally beginning to receive the strength of support it’s long deserved.

Have a listen to the podcast to hear the full story.

Angus Kebbell is the Producer at Tailwind Media. You can contact him here.