Laneve: Wools of NZ Launches Online Wool Carpet Service
Wools of New Zealand chief executive John McWhirter says its new direct-to-consumer wool carpet service, Laneve, is the next step in the development of the business.
The contract includes a $6.88/ kilogram clean price for the 2025/26 financial year – approximately a 40% premium to 2025 marketing.
It covers an estimated 400 tonnes of wool over five years from approximately 30 New Zealand growers.
John McWhirter, chief executive of Wools of New Zealand, says the contract represents a significant lift for strong wool growers and a clear vote of confidence in the future of New Zealand wool.
“For participating growers, the agreement provides price certainty, demand security and access to a rapidly growing global biomaterials market,” McWhirter says.
“This price is around $2/kilogram ahead of the current market, which is a meaningful premium for farmers.
“It shows that when wool is connected directly to high-value end uses, returns can lift well beyond traditional commodity pricing. That is exactly where Wools of New Zealand is focused,” he says.
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The wool will be supplied to Keraplast, which manufactures advanced biomaterials using keratin.
Through a controlled manufacturing process, keratin extracted from strong wool is transformed into a range of high-value materials used in medical, nutraceutical and personal care applications, including wound care products, tissue repair and hair and skin care. These products are sold into global markets, including the United States, Europe and Asia.
Keraplast chief executive Howard Moore says New Zealand wool offers clear advantages over alternative keratin sources used globally.
“Wool-derived keratin ingredients, manufactured through Keraplast’s sciencebased process technology, deliver functionality that is highly suited for medical, nutraceutical and personal care uses,” Moore says.
“The consistency, traceability and quality of New Zealand wool is critical to Keraplast’s product performance,” he adds.
“New Zealand strong wool gives us a reliable, high-performing raw material and the regenerative farming systems behind it align strongly with our values and our customers’ expectations,” he concludes.
