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

British Wool announces new ambassadors

British Wool has launched an ambassador programme, enlisting two representatives per nation across the UK.

With a high calibre of ambassadors, the programme follows on from the success UK competitors experienced in the world sheep shearing and wool handling championships at last year’s Royal Highland Show.

British Wool’s six ambassador roles will be to support the organisation and fibre through good advocacy and best practices, encouraging farmers to be stronger together by supporting British Wool. The ambassadors’ passion for the industry will also hopefully work to motivate the next generation whilst also flying the flag for British Wool in their specific areas.

The ambassadors in England will be ladies' shearing competitor, training instructor and NSA Regional Chair in the South East 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.

Gareth Jones, head of member engagement at British Wool, says: “We are thrilled with the standard and talent of our ambassadors. They are all extremely skilled, passionate, and knowledgeable individuals who can bring a lot to what we do here at British Wool.”

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.

Gareth says: “British Wool represents 35,000 sheep farmers in the UK. We collect, grade, market and sell wool on behalf of our members to the international wool textile industry for use in flooring, furnishings, and apparel.

“As a collective marketing organisation, everything British Wool does is about adding value to our members’ wool and we look forward to working with our ambassadors in promoting this to a much wider audience.”

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British Wool announces new ambassadors