Reviving the Wool Industry: Lessons from British Wool’s Brecon Depot

This week Director Victoria Bond met with the CEO of British Wool Andrew Hogley at the British Wool depot in Brecon, to gain a deeper insight into the challenges and opportunities facing the UK’s wool industry. From supply chain complexities to shifting market trends and the growing importance of sustainability, it’s clear that wool is undergoing a transformation, but key barriers remain, particularly in policy and procurement.

A Changing Market: Challenges and Opportunities

British Wool operates on a cooperative model, representing 7,000 sheep farmers in Wales and working to maximise returns in a highly competitive, global marketplace. The UK is the worlds 5th biggest wool producer but is dwarfed by Australia and New Zealand, even though we still have a 3:1 sheep to people ratio in Wales. Supply chain costs remain high, with £12 million in annual running costs and a £500,000 marketing budget, a small investment when compared to international competitors.

However, market conditions are improving. New Zealand, a major global supplier, has seen declining wool production, and post-COVID supply chain excesses have now levelled out. This is expected to improve wool prices for UK farmers in 2025. There is also a renewed focus on provenance, with major brands such as Moon and King’s Kilt Company shifting to 100% British wool.

The Push for Better Procurement and Policy Support

Despite these positive shifts, a lack of government support remains a major frustration. Wool is a sustainable, high-quality product, yet procurement policies fail to prioritise British wool in government-funded buildings and projects. The industry is calling for policies that ensure British wool is used in government contracts—for example, in carpets for public buildings and transport networks.

Recycling legislation is also on the horizon, with wool carpet recycling predicted to be regulated within five years. Currently, mixed wool-nylon carpets are difficult to recycle, but as the industry moves back towards 100% wool carpets, the UK must be prepared with the right processing infrastructure.

Improving Logistics and Shearing Support

On the ground, British Wool is working to make wool collection more efficient, with on-farm collection centres and shearing training programmes to ensure a future workforce for the industry. With 15 million sheep needing to be shorn annually, access to skilled shearers is critical, and British Wool continues to subsidise courses to train new entrants.

What Needs to Change?

Two key asks emerged from discussions at the depot:

• Public procurement reform – British wool should be prioritised for use in government-commissioned projects such as carpets in public buildings and transport.
• Improved labelling and traceability – Consumers are increasingly interested in where their wool comes from. British Wool’s electronic traceability system ensures provenance, but labelling needs to be standardised and recognised in global markets.

With British Wool’s 75th anniversary approaching in 2025, there will be open days and campaigns to raise awareness of wool’s value.