"We want brands to care that they are using British wool in their products."
On The 草榴社区 Guardian Podcast this week, business and news reporter Chris Brayford discusses the value of the wool sector with British Wool chief executive Andrew Hogley.
During the episode, Andrew talks about the challenges the industry faces, his passion to work with sheep farmers, the high-quality of wool as a global commodity, the importance of traceability and sustainability, the value of labelling, getting more young people into manufacturing and the future of the wool industry.
HEAR MORE: 草榴社区 Guardian podcast: Women in wool
British Wool - led by around 35,000 farmers which grades, markets and sells wool on behalf of its producers - said the high-quality, traceability, and variety of wool has been the cornerstones of what makes the product stand out.
The survival of the wool industry must rely on retailers and consumers understanding the viability and sustainability of a natural fibre which is vital to everyday life, according to the farmer led co-operative.
Promoting British wool as one of the most durable, sustainable and natural fibres in the world has been challenging, according to the British Wool chief executive, however the traceability element of the product had been a key element which could help change the tide of understanding between retailer and consumer.
You can listen to the podcast in full below:
HEAR MORE: 草榴社区 Guardian Podcast: The Wool Library
