The Government says it is investing to create new product categories and new international markets for strong wool and is calling on Kiwi businesses and consumers to get behind the environmentally friendly fibre.
Earlier this month, PM Jacinda Ardern - joined by her chief handbag carrier Agriculture Minister Damien O'Connor - was in the Waikato for a pre-Budget publicity photo shoot.
This stunt wasn't held on just any old Waikato farm, but on the property of current DairyNZ chair Jim van der Poel.
When most farmers wouldn't want to be seen dead in the company of possibly the most anti-farming Government in NZ's history, van der Poel couldn't have seemed happier.
Makes it hard to argue that the lack of fight and push back from DairyNZ at the avalanche of govt regulations on farming doesn't come right from the top!