Our mission is to drive sustainable demand for British wool in order to maximise returns for our members.

British Wool Ambassadors

The British Wool Ambassador programme is a new initiative that was launched in April.

Six personalities with a passion for the industry were identified - the key focus of the role is being an advocate for the organisation and fibre and promoting British Wool’s role and values to a wider audience.

The ambassadors in England will be ladies' shearing competitor, training instructor and NSA Regional Chair in the Southeast Susie Parish with world shearing record holder and well-known face Matt Smith making up the other half of the team in England. In Wales, Gwion Evans, the world shearing champion and Ffion Jones, world wool handling team champion and flying the flag in Scotland will be world wool handling champion Rosie Keenan and national shearing team member Hamish Mitchel.

On top of helping to promote British Wool across its different media platforms, the ambassadors will also gain useful insight into the governance of the organisation and what goes into marketing its members’ wool.

You can find out more about our Ambassadors by visiting:, also keep an eye on our social media for recent updates.

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British Wool Ambassadors