Woolmark, the global authority on wool, has introduced a new sustainability roadmap designed to accelerate sustainable practices within the wool industry. The ‘Woolmark+’ initiative aims to unite woolgrowers, supply chains, and brands in a collective effort to promote low-impact wool production, circularity, and improved animal welfare. This strategic roadmap focuses on both environmental and economic sustainability, with the goal of advancing the wool industry towards a more nature-positive future.
The ‘Woolmark+’ roadmap outlines 13 key initiatives that address every stage of the wool value chain, offering practical solutions that not only protect and regenerate nature but also enhance productivity and reduce carbon emissions. These initiatives are tailored to support woolgrowers in achieving their business objectives while simultaneously helping brands and suppliers to meet their sustainability goals, such as enhancing biodiversity and mitigating Scope 3 emissions.
Woolmark’s new strategy is ambitious, focusing on moving beyond traditional sustainability targets like net zero emissions. Instead, the roadmap pushes towards “nature positive” outcomes, which focus on halting and reversing nature loss by 2030. This approach is rooted in restoring ecosystems, enhancing biodiversity, and delivering tangible benefits to woolgrowers’ livelihoods. The ultimate aim is to create a wool industry that not only minimises its impact on the environment but actively contributes to ecological restoration.
John Roberts, managing director of The Woolmark Company, highlighted the importance of the wool industry’s role in the global transition to a low-emission economy. He noted, “Woolgrowers in Australia manage over 65 million hectares of land, giving them a crucial role in promoting a nature-positive market. Their dedication to nature must be recognised and supported to demonstrate how the wool industry can contribute to biodiversity enhancement, far beyond simply meeting net zero targets.”
One of the key highlights of the ‘Woolmark+’ initiative is a pioneering carbon insetting programme, which aims to establish an Australian-wide wool-insetting market. This programme connects woolgrowers with global brands, enabling them to meet their emission reduction targets through nature-based solutions implemented directly on farms.
Woolmark is also funding nine research and development projects aimed at reducing methane emissions in sheep through the use of feed additives. Early results from these projects are promising, with a 19% reduction in emissions reported using Agolin and an impressive 50% reduction achieved when sheep were fed Asparagopsis, a type of seaweed.
Additionally, Woolmark has developed new nature-positive farming specifications, working in collaboration with woolgrowers and industry partners. These standards provide reliable measures of on-farm environmental performance, enabling brands to make credible sustainability claims. The nature positive impact programme is another cornerstone of the roadmap, connecting investors with research, development, and conservation efforts that support circularity and climate resilience.
As part of its broader sustainability agenda, Woolmark has also introduced a new sub-brand called ‘Woolmark Recycled.’ This addition to the Woolmark Certification programme aims to promote high-quality recycled wool products, solidifying wool’s reputation as one of the most recycled fibres in the apparel industry.
In a statement, Woolmark emphasised that the ‘Woolmark+’ initiative seeks to move the conversation beyond the narrow focus on carbon emissions. Instead, it encourages a more holistic view of sustainability, recognising woolgrowers’ commitments to nature and ensuring these efforts are supported.
Other critical components of the roadmap include improving ewe and lamb welfare, reducing the use of harmful chemicals, and increasing transparency in wool production and quality assurance.
