Wisewool: Helping revive the strong wool industry

As New Zealand's wool prices reach some of the lowest levels in decades, one Tairawhiti business is working to revive the strong wool industry. Wisewool is family-run, headed by Henry Hansen, who's been in the wool industry for over 40 years, although he comes from a family with more than 120 years in the business. Conscious of a growing despondency amongst strong wool farmers and a waning industry, Wisewool was formed during the Covid lockdowns. The company creates a range of products, including wool blanketing and wool knops (small fluffy balls used as a filler ingredient) all which have a wide variety of uses. It's hoped as Wisewool gains prominence in the market, it will be able to offer sheep farmers a premium price above market value for their strong wool. Wisewool has also received funding from the Ministry for Primary Industries as part of its Sustained Food and Fibre Futures fund to continue to develop their products. Chief executive Henry Hansen tells Susie about the massive potential for wool as an alternative to almost any synthetic product.