Wool and its remarkable recovery will be centre stage at the Agricultural Fieldays in Hamilton this year.
Primary Wool Cooperative is the premier sponsor and will showcase how the natural fibre is breaking barriers to productivity.
Fieldays general manager Barry Quayle says it is the first time the event has focused on wool.
He says the resurgence of wool is a success story and a significant number from the sector are expected at the fieldays.
Primary Wool chair Bay de Lautour says the company because it wants to change consumer and farmer habits with respect to wool.
He says wool has long been regarded as a by-product, which has caused farmers and consumers to lose interest in it.
Mr de Lautour says it's time for people to realise the benefits of wool and if farmers can increase their wool clip and improve their preparation, current wool prices will be kept high.
''We'll be showing farmers how they can increase their wool clip and their prices through better presentation,'' he said.
Mr de Lautour says it would be good to have wool earnings double or treble in future.
The fieldays begin on 15 June.