A leading figure in the international Campaign for Wool thinks it is making an impact in restoring the awareness and value of wool.
Chief operating officer of the campaign and president of the International Wool and Textile Organisation (IWTO) Peter Ackroyd is in New Zealand to meet wool industry representatives.
He says the campaign, launched under the patronage of Prince Charles four years ago, has focused on promoting the natural and sustainable attributes of wool, compared with competing artificial fibres which are derived from oil.
Mr Ackroyd says the improved price of wool is one indicator that the campaign is making its mark.
Mr Ackroyd and the British Wool marketing board's chief executive Ian Hartley will be at two wool industry meetings in Napier on Tuesday afternoon and in Christchurch on Thursday.