The Wool Plan 2021-2026
Updated: Mar 17
May 31, 2021 - In 2020, Wool Advocates founder, Jane Underhill, began collaborating with the Campaign for Wool in Canada to produce the first strategic plan addressing the challenges and needs of the Canadian wool industry.
The reimagined, revitalized Canadian wool industry rests on creating the right size and configuration of infrastructure and brokerage systems for our existing wool clip, for wool producers, innovators, and intermediaries see an immediate benefit.
As Wool Advocates, we're encouraged to see wool innovation in the semi-industrial and interiors markets, along with new trends in sustainable fashion, blending wool with other animal and plant fibres for versatile clothing textiles.
We're equally optimistic about wool producers and manufacturers exploring the use of genetic mapping, traceability, technology, AI, and robotics to improve wool quality, accessibility and value.
The Plan in Summary
Rebrand and revalue Canadian wool
Advocate for Canadian farmers and our domestic wool clip
Promote Canadian wool to the global community
Five areas of concentration
Click below to see the full plan and to understand our ten strategic tactics for the reimagined wool industry.