Wednesday, 08 October 2025 12:55

Wools of New Zealand signs major deal in China

Written by  Leo Argent
Wools of New Zealand chief executive John McWhirter. Wools of New Zealand chief executive John McWhirter.

Wools of New Zealand has signed a partnership agreement with a leading Chinese manufacturer as the company looks to further grow demand in China and globally.

Wools of New Zealand chief executive John McWhirter said the signing ceremony with Anmao, along with renewed ties with two other companies (Saibosi and Yangxin Ruixin), prior to the 36th Nanjing Wool Market conference, was an important opportunity to strengthen customer relationships and promote the New Zealand brand.

“China is a very important trading partner and already purchases 40 to 50% of New Zealand strong wool, used to manufacture carpets, rugs, bedding and many other products sold in China and internationally.

“Chinese manufacturers want to ensure they have a reliable source of high quality raw natural supply, and our customers want to work in partnership with a company that is owned by New Zealand sheep farmers.

“Through partnership with Chinese manufacturers who supply some of the big retail brands in the US and Europe, we can access the rest of the world and promote the New Zealand wool brand.”

The conference on Thursday 18 September was attended by NZ Consul-General to Shanghai, Ardi Barnard, NZTE regional director Chris Metcalfe, Consul Timothy Vaughan-Sanders, Chad Tustin, the Ministry for Primary Industries’ (MPI) Interim Deputy Director General, China, and Mike Stephens, MPI Special Advisory Industry Growth.

Minister for Rural Communities and Associate Minister of Agriculture Mark Patterson also met with representatives from Saibosi, Yangxin Ruixin and Anmao to go through a display of their products.


Read More:


Meanwhile, Wools of New Zealand was represented by the head of the China market Gloria Qi and national wool sales manager Mark Greenlaw.

John McWhirter says with 1.4 billion people and steadily rising incomes, there are significant opportunities in the Chinese market to grow sales of New Zealand wool products, with Wools NZ currently working with manufacturers to expand demand for wool rugs.

“New Zealand strong wool is highly regarded because it is whiter and brighter, of consistent high quality and has a finer micron than wools from other countries, providing more scope for use of colour and a luxurious, comfortable feel for flooring.

“They [rugs] are going into homes that have not traditionally had the product, connecting the natural wool product back to the New Zealand story and back to the farm. That is increasing demand.”

More like this

Global wool marketplace to launch

Wools of New Zealand will soon launch the international version of an online global wool marketplace designed to bring farmers and manufacturers closer together.

Chinese wool deal to target counterfeiters

Farmer-owned wool fibre and carpet producer Wools of New Zealand hopes that its new partnership with a major Chinese carpet and rug manufacturer will help combat counterfeiters in the global market and highlight the prestige of New Zealand wool to Chinese consumers.

WNZ signs Chinese branding agreement

Wools of New Zealand has signed an agreement with leading Chinese rug and manufacturer Yangxin Ruixin Group for the company to use Wools of New Zealand branding on its products.

Featured

Safer Rides initiative boosts farm quad bike safety

According to a new report, the Safer Rides initiative, which offered farmers heavily discounted crush protection devices (CPDs) for quad bikes, has made a significant impact in raising awareness and action around farm vehicle safety.

Editorial: Farewell Jim

OPINION: In the past weeks, much has been said and written about one of New Zealand's greatest prime ministers, James Brendan Bolger, who died just a few months after his 90th birthday.

Fieldays calls for strategic investment in its future

A function at Parliament on 7th October brought together central government decision-makers, MPs, industry stakeholders and commercial partners to highlight the need for strategic investment in the future of Fieldays and its home, the Mystery Creek Events Centre campus.

National

Machinery & Products

» Latest Print Issues Online

The Hound

Red faced

OPINION: The Greens have taken the high moral ground on the Palestine issue and been leading political agitators in related…

Cold comfort

One of the most galling aspects of the tariffs whacked on our farm exports to the US is the fact…

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter