North Sheep 2017 – 'Lost generation' turn their backs on wool

THE head of the body responsible for selling British wool says there is work to do to win back a “lost generation” of householders who have turned their backs on carpets.
Ian Buchanan, chairman of the British Wool Marketing Board (British Wool), said more young people were choosing alternative floor coverings and this was in part impacting on clip values.
British Wool was one of the main sponsors of the NSA’s North Sheep event, at Tow Law, and showcased the work it carries out on behalf of producers.
Mr Buchanan said the global market for wool during the past 12 months was “undoubtedly challenging” with average prices down 13p per kilo and a ten per cent drop in demand from the Chinese market.
Despite these difficult trading conditions, Mr Buchanan said he was “very enthused” about the work British Wool is doing.
He said a seven per cent drop in handling costs had been achieved due to better efficiency in the wool depots while a new campaign extolling the advantages of British wool carpets would be launched in the autumn headed by the organisation’s new head of marketing Graham Clark.
“More than 50 per cent of our wool goes on floor coverings. That’s the bread and butter of British wool,” said Mr Buchanan.
“British wool carpets last longer, bounces back and is not flammable.”
He said that while new territories, such as India, have been discussed, the concentration should be on existing markets – including the UK. “We have lost a generation. Young ones are used to marble and shiny stuff. We have to re-educate people – we have work to do,” he said.
He also pointed to an upturn in clip values at recent auctions and tentative signs that the Chinese were beginning to buy more British wool.
According to British Wool’s 2017 outlook prices for Swaledale fleeces are expected to remain the same as last year – 40p per kilo.