New Zealand Merino Company has forged a partnership with Havelock Wool, an American wool insulation company. The US insulation market is huge. Havelock Wool, launched in 2013, sees a need and demand for a better insulation option since the products available are driven by manufacturers’ race to keep costs down. Also materials in homes contribute to poor indoor air quality, much worse than the air outside. So those who spend much of their time indoors are vulnerable. And wool responds to the challenges in the built environment by managing moisture, absorbing indoor air contaminants and noise.

Though wool insulation is a premium product, targeted at high-end consumers, and there are some economic hurdles to negotiate, wool is seen as a natural high performance option. Supporting traditional uses for wool, New Zealand is seeking out new markets and categories to realise the true value of ethically grown, sustainable New Zealand wool fiber. The aim is to reposition wool fiber as a premium natural alternative to toxic synthetic fiber. And that is being done by focusing on a strategic alignment with leading global brands to tell a positive New Zealand wool story to the world.