WSI Invests Heavily In Wool’s Future

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WSI Invests Heavily In Wool’s Future

New Zealand Wool Services International (WSI), which exports 45% of New Zealand’s strong wool clip, has today responded to the suggestion that Wool Partners Cooperative (WPC) is asking growers to think about what their existing wool broker or exporter has done to add value to their clip (Tim Fulton, Farmers Weekly editorial, 22 November).

WSI Chief Executive Michael Dwyer said exporters had targeted substantial investment and effort into international markets and achieved excellent results.

“WSI has nothing against the proposed co-op, but we do want wool growers to know the facts. Our own PURELANA brand is an excellent example of the considerable capital investment the company has made in the value and future of wool.

“We’re very proud of our international marketing. We launched the PURELANA brand as a direct supply initiative with the aim of ensuring better long-term returns for growers. And our efforts are now really paying off: last year we had to increase our storage capacity in both the North and South Islands by 200% due to international demand. This is tied into our international PURELANA branded marketing strategy which is also gaining significant recognition,” he said.

Launched in 2005, the PURELANA brand provides superior New Zealand scoured wool with a clear point of difference to export markets and guarantees the wool is top-quality, 100 percent New Zealand grown, and enhanced by the world's most modern wool scouring processes. Brand recognition takes years to achieve and is definitely not something built over night.

WSI also invested in the Prince Charles Campaign for Wool and supported the architects project involving 13 of the world’s leading architects promoting how New Zealand wool can be used in hotels and commercial buildings on a global scale.

“Since farmer funded promotion was discontinued six years ago, exporters have continued to fund the marketing of NZ wool. I can tell you WSI has invested very significantly in this area, and made a major contribution to industry wide initiatives, and we’re starting to see the results. Supply and demand balance has moved back to favour wool suppliers. The recent high wool prices indicate a new base level that will ensure growers a much more sustainable income from wool”, Mr Dwyer said.

The WSI Purelana supply system minimises costs to farmers per bale due to:

• Minimal handling costs
• Direct from farm to wool scour
• No brokering charges
• No additional charges for processing small lines
• No representatives on road
• No Marketing fee charged to farmers

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