Campaign for Wool NZ

What Campaign for Wool NZ does

Campaign for Wool NZ is a registered charitable trust founded in 2010, operating as the New Zealand chapter of the global Campaign for Wool initiative started by HM King Charles III. The organization is governed by a Board of Trustees and operates from Hawke's Bay with a team of approximately six employees. Its core mission is to educate, promote, and advocate for New Zealand strong wool — the wool type that constitutes roughly 80% of NZ's total wool production — as a sustainable, renewable, and biodegradable alternative to synthetic fibres. Customers and stakeholders include wool industry partners (growers, manufacturers, retailers, tourism operators), the education sector spanning early childhood through tertiary institutions, environmentally conscious consumers, and government and policy makers.

The organization's product portfolio comprises an integrated education pipeline (Little Wool Learners for early childhood, Wool in Schools with mobile Wool Shed containers for primary and intermediate schools, Wool Kits for primary and secondary schools, and Wool Dynamics tertiary programme for architecture and product design students), a subscription-based Partner Portal offering a 200+ image library, market research, supply chain directory, and certification information, multi-channel marketing campaigns (Live Naturally, Choose Wool), and product showcases across clothing, wellbeing, interiors, and arts and crafts categories. The underlying technology is a web-based content and portal platform plus mobile education infrastructure consisting of two converted shipping containers that travel nationwide.

Revenue is generated through tax-deductible charitable donations (suggested tiers from NZ$50 to NZ$5,000 plus custom amounts) and annual Partner membership subscriptions, with additional unpaid Supporter memberships providing limited benefits. The organization does not publicly disclose revenue figures. Distribution and go-to-market rely on a hybrid approach combining direct education delivery, multi-channel paid advertising (TV, print, radio, digital, social), PR and earned media, ambassador marketing (including Sir Sam Neill as a global ambassador), and a partner ecosystem coordinated through the formally constituted Wool Alliance alongside Wool Impact, WRONZ, and Beef + Lamb NZ.

Name

Campaign for Wool NZ

Legal name

Campaign for Wool New Zealand Trust

Website

https://nzwool.co.nz

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Campaign for Wool NZ is a registered charity founded in 2010 that educates, promotes, and advocates for New Zealand strong wool across consumers, schools, and industry partners, with a small team of six based in Hawke's Bay.

Ownership category

akta.pro rank

Headquarters

HQ city

Napier

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Charitable Donations: The organization accepts tax-deductible donations from individuals and organizations. Donations over NZ$5 are eligible for a tax credit. Donations support three core initiatives: Wool in Schools, Wool in Architecture, and Wool Promotion.
2. Partner Membership Fees: Partners pay an annual subscription for full access to the Partner Portal, including a 200+ photo image library, consumer and market research, business resources, strategic planning templates, supply chain directory, and certification information. Supporters are non-paying members with limited benefits.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Campaign for Wool NZ is a registered charitable trust that educates, promotes, and advocates for New Zealand strong wool. It delivers wool education programmes for early childhood through tertiary learners, runs consumer-facing multi-channel marketing campaigns such as 'Live naturally, choose wool', and operates a subscription-based Partner Portal that provides wool industry partners with photographs, research, business resources, and supply chain directories.

Product overview

Campaign for Wool NZ operates as a not-for-profit charity and educational organization promoting New Zealand wool through a portfolio of education programmes (Wool in Schools with mobile Wool Shed containers, Wool Dynamics for tertiary students, Wool Kits for Primary/Secondary schools, and Little Wool Learners for early childhood), a subscription-based Partner Portal providing marketing resources and research to industry partners, multi-channel marketing campaigns (Live naturally, choose wool), and the Wool in Architecture initiative targeting architects and designers. The organization also maintains product showcases across four categories—Clothing, Wellbeing, Interiors, and Arts & Crafts—connecting consumers with partner businesses. The education products work together as a pipeline: Little Wool Learners introduces wool to young children, Wool in Schools reaches primary and intermediate students, Wool Kits supplement secondary school curricula, and Wool Dynamics serves tertiary architecture and product design students, collectively building wool awareness from early childhood through to future industry professionals.

Differentiator

Problem solved

Functional benefit

Brands

• Wool Alliance: A collaboration between Wool Impact, Campaign for Wool NZ, Wool Research Organisation of NZ, and Beef and Lamb NZ, building a new model to revitalise New Zealand's strong wool sector.
• Wool in Schools
• Wool Dynamics
• Little Wool Learners

Products and services

• Wool in Schools Mobile education programme using converted shipping containers (Wool Sheds) that travel to primary and intermediate schools across New Zealand, teaching children about wool's journey from farm to product through hands-on activities and resources.
• Wool Dynamics Tertiary education programme for architecture and product design students featuring modular course content, learning modules, case study videos, and a sustainability report, currently offered as a pilot across selected New Zealand institutions.
• Little Wool Learners Small resource kit of fun, age-appropriate activities for Early Childhood Education centres introducing young children to wool through play-based learning.
• Wool Kit Curated resource kits posted via courier for Primary and Secondary (Years 9-10) schools containing wool samples, activities, science experiments, educational videos, and cross-curricular materials linking wool to English, Science, Social Sciences, Visual Arts, and Technology.
• Partner Portal Subscription-based online platform for paying partners providing access to over 200 professional photographs, consumer and market research, business resources, strategic planning templates, supply chain directory, and certification information.

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Wool AlliancecoreStrategic or Co-development Partner · 8 October 2025Wool Alliance is a formal agreement between Campaign for Wool NZ (CFWNZ), Wool Impact, the Wool Research Organisation of NZ (WRONZ), and Beef + Lamb NZ. It is designed to enable wool's economic stability and growth while safeguarding lasting capability for the sector. The future-focused industry model aims to deliver better long-term outcomes for NZ strong wool, generating greater demand, lifting value and avoiding costly duplication.
• PGG WrightsoncoreGTM or Marketing PartnerPGG Wrightson has helped deliver the Wool in Schools initiative since it began in 2015 and has been instrumental to its ongoing success. PGW is a market leading full-service agricultural supplies and services business operating across the rural supply chain throughout New Zealand.
• GKL Accounting and AdviceminorOthersGKL Accounting and Advice provides accounting and administrative services for the Campaign for Wool NZ Trust, serving as the registered address for the organization.
• New Zealand Farm Assurance Programme (NZFAP)coreStrategic or Co-development PartnerCampaign for Wool NZ fundamentally supports and actively promotes the integrity of wool from New Zealand and is a proud member of NZFAP. The programme provides assurances to consumers regarding integrity, traceability, animal health and welfare, people, farm, natural resources, and biosecurity.
• ABV MarketingminorGTM or Marketing PartnerABV Marketing developed media strategy for the 'Live naturally, choose wool' campaign, handling advertising placements across TV, print, radio, digital and social media.
• Contentment AgencyminorGTM or Marketing PartnerContentment Agency handled PR and copywriting for the 'Live naturally, choose wool' campaign.
• Ponder DesignminorGTM or Marketing PartnerPonder Design provided creative design for the 'Live naturally, choose wool' advertising campaign.
• Professor Frances Joseph and Peter HeslopminorStrategic or Co-development PartnerCourse content for Wool Dynamics was curated, written, sourced and produced by Professor Frances Joseph and Peter Heslop for tertiary wool education.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Australian Wool Innovation (AWI): Australian research, development, and marketing body for wool growers; runs The Woolmark Company. Most direct international peer in wool industry promotion, marketing, and education.
• Wool Research Organisation of NZ (WRONZ): New Zealand wool research and development organization; third member of the Wool Alliance. Complementary function to CFWNZ's promotion work with technical and research depth.
• Campaign for Wool (Global/UK): The global parent organization founded by HM King Charles III in 2010, of which Campaign for Wool NZ is a national chapter. Directly comparable mission, governance style, and patronage structure.
• Wool Impact: New Zealand wool industry transformation entity; formal Wool Alliance partner with shared mandate to lift demand and value for NZ strong wool. Directly co-operates with CFWNZ under the 2025 Wool Alliance.
• The Woolmark Company: Global wool fibre promotion brand owned by AWI, focused on textile and apparel brand partnerships. Closest commercial analogue to CFWNZ's partner showcase and consumer education work.
• Beef + Lamb New Zealand: Farmer levy-funded industry body for NZ red meat and wool; fourth Wool Alliance member. Comparable industry-good funding model and on-farm constituency.

Regional players

• NZ Merino Company: NZ-based merino wool brand and supply chain company focused on fine wool rather than strong wool. Same New Zealand geography and wool promotion ethos but a different fibre segment.

Broad incumbents

• International Wool Textile Organisation (IWTO): Global industry body representing the wool textile supply chain from farm to retail. Operates at a broader international level than CFWNZ, with overlapping standards, advocacy, and education functions.

Others

• Mons Royale: New Zealand merino wool apparel brand; board chair Ryan Cosgrove is associated with both Mons Royale and CFWNZ. Connected commercial actor in the NZ wool value chain CFWNZ promotes.

Emerging players

• Textile Exchange: Global non-profit focused on sustainable fibre sourcing and adoption across the textile industry. Adjacent mission of promoting natural and regenerative fibres, including wool.

Market position

Strengths3 records

Weaknesses5 records

Competitive moat3 records

Customer concentration

• Facebookfacebook.com/nzcampaignforwool
• LinkedInlinkedin.com/company/the-campaign-for-wool-nz-nz-wool

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Campaign for Wool NZ