Nature may be providing the wool industry with a helping hand in meeting the challenge of weaning consumers off synthetics and back to buying wool.
The chairman of investment company Wool Equities, Cliff Heath, says there are indications that the severe northern hemisphere winter may be encouraging people to go back to wool.
Mr Heath, who was also a member of the Government appointed task force on restoring profitability to the strong wool sector, says there has been a rush in the UK on woollen bedding and clothing.
Wool Equities is working on partnerships with the textile industry for new products that will lift returns.
Mr Heath believes the future lies in products made of wool, rather than in trading raw wool.