W3: Wool Unleashed

Programme evaluation

W3 Independent Programme Evaluation

Programme documents

W3 programme outcome logic model [PDF, 309 KB]

Independent progress review of the Wool Unleashed (W3) programme

Audit of W3: Wool Unleashed programme [PDF, 767 KB]

W3 Final Programme Report [PDF, 17 MB]

Background to the programme

The challenge

Strong wool is being sold as a commodity product and the industry has been in steady decline for the past 25 years.

The solution

This programme aimed to:

• connect growers with consumers
• differentiate strong wool products from synthetics
• develop new uses and users for strong wool
• ensure that on-farm production practices align with consumer expectations of a premium product.

It aimed to develop fit-for-market wool enabling:

• a more sustainable industry by delivering sustained premiums over the commodity price for wool
• consumers to understand the attributes and benefits of wool.

The programme also promoted greater collaboration within the strong wool industry. Information was shared across the wider primary industries. The W3 programme complemented work already underway to improve returns for sheep meat, beef, and venison to capture the best possible returns for New Zealand's primary industries.

Programme outcomes

W3 was an innovative programme supporting New Zealand’s overall position as a quality supplier in the international wool market. Key outcomes included:

• premium prices being achieved through supply contracts
• increased volumes sold through supply contracts
• nucleus of brand partners and growers who adopt the New Zealand Merino model
• prototypes of new products, supply chains and partnership models for strong wool developed and piloted, with successful prototypes amplified
• farmer uptake of improved on-farm practices through ZQ and ZQRX.

Find out more

Read the media release announcing the programme

Read the Government's media release – Beehive website