British Wool prices increases highest levels in four years

British Wool has announced a significant increase in prices, reaching their highest levels in four years. Since the start of the season, auction prices have risen by 20 per cent, averaging an improvement of 17p per kilo or approximately 40p per fleece.

Andrew Hogley, CEO of British Wool, attributed the price increase to several factors. The team's efforts to boost demand for British wool through initiatives like brand partnerships and product innovation have played a crucial role. Also, the quality of wool itself has improved due to favorable weather conditions, resulting in higher yields and fewer impurities.

To further enhance demand, British Wool has launched a marketing campaign featuring Shaun the Sheep to promote wool carpets in UK retail stores. The company has also invested in biodegradable tree shelters made from wool, aiming to reduce plastic waste and increase demand for mountain wools.

The positive market outlook is supported by the training and certification programs offered by British Wool, which have helped to improve shearing and wool handling practices. With these initiatives in place, Hogley expressed confidence in the sustainability of recent price gains and the continued growth of the British wool market.