Support To Increase Voluntary Wool Contribution By 0.5c Gains Momentum
Last month, one of New Zealand’s major wool growers and trustee for the Campaign for Wool (CFW), Renata Apatu of
Ngamatea Station, front--footed an increase in contribution to the CFW’s activities by making an immediate commitment to
up his contribution to 1c/kg, an increase of 0.5c, and challenging others to do the same.
Wright Wool Ltd, Kells Wool Ltd and Fred Tate Wools Ltd have accepted the challenge, increasing their contribution to
1c/kg also. They are now challenging others to join them, especially the bigger players who could really affect a
positive increase.
“Having directly witnessed what the wool industry gets out of the activities of the CFW, an additional 0.5c/kg is one
of the best returns on investment I have made,” says Mr Renata Apatu.
Philippa Wright, Richard Kells and Peter Tate agree, saying an extra half cent will deliver significant benefits to the
wool growers.
The CFW reaches both New Zealand and international audiences with a focus on driving consumer demand for wool by
telling the story of wool’s attributes in ways that resonate with key audiences, influencers and specifiers.
“In New Zealand we have some really smart campaigns running, such as Wool in Schools -- focusing on generating a
passion for wool amongst the next generation, Wool in Architecture -- focusing on those who specify for the build
environment and strengthening relationships with NZ Fire Service and key industries that support healthy living, says Mr
Apatu
“Internationally CFW has partnered with the New Zealand Institute of Architecture, to put wool into the New Zealand Room
at the Venice Architecture Biennale 2016. The Architecture Biennale, which runs for six months through to November,
attracts over 250,000 visitors who either specify for the build environment or are interested in good, sustainable and
aesthetic solutions for home, office or commercial spaces, he says.
“As a grower, I had no idea how the CFW could benefit those working at the grass--roots but since joining the Board and
seeing the results from this very agile, proactive and collaborative team, I am absolutely convinced that the wool
industry really needs to get--in--behind the CFW so we can maintain the momentum and increase our opportunities,” says
Mr Apatu.
In September this year, a global CFW conference is being held at HRH’s significant rural property, Dumfries House for
100+ invite--only guests. The focus -- wool and sustainability. The announcement -- a major British multinational
retailer’s (headquartered in London) commitment to re--embracing wool; making wool an important part of their business.
This partnership is a significant marker of how the CFW has gained, after seven solid years, the attention and respect
it deserves.
New Zealand, alongside our CFW partners, Australia, UK and South Africa, needs to have a strong presence at these
events, which attracts significant media interest and attendance by global wool influencers thanks to HRH The Prince of
Wales being patron and Nicholas Coleridge being Chair of CFW. Nicholas Coleridge is also President of Condé Nast
International, the division of Condé Nast which publishes more than 100 magazines and 80 branded websites in 24 markets
globally.
“Ninety percent of our wool goes offshore, which is where our focus needs to be, says Mr Craig Smith, Chair, Campaign
for Wool New Zealand Trust.
“At the global CFW table NZ is meeting their basic contribution towards activities that offer the greatest impact for
our growers. Australia and the UK are putting hundreds of thousands more on the table and are leading projects into
their growth markets. An increase in our contribution will allow New Zealand to leverage our global opportunities and
although we will never match Aus and UK it will ensure we remain actively involved”, says Mr Smith.
Growers who wish to increase their contribution should contact their preferred wool broker/buyer to be assured that we
can continue the excellent work already initiated.
ENDS