Federal government offers new funding for branding and developing high-value international markets for Canadian wool products
The Canadian Wool Council is attracting international attention as it hosts the International Wool Symposium in Montreal.
The federal government also announced a $185,000 funding boost for branding and marketing through the AgriMarketing Program over three years.
“It’s been a good couple of days for Canadian wool,” said Matthew Rowe, Campaign for Wool chief executive officer, who was at the International Wool Symposium held as part of the International Wool Textile Organization’s Wool Round Table annual meeting Dec. 3-6 in Montreal.
The world is noticing the value of Canada’s wool industry, said Rowe, whether through the 100 percent Canadian wool rugs gracing Canada’s global diplomatic offices or by hosting the IWTO’s annual convention within two years of gaining membership.
Read Also
First annual Ag in Motion Junior Cattle Show kicks off with a bang
Ag in Motion 2025 had its first annual junior cattle show on July 15. The show hosted more than 20…
The new investment follows a two-year federal funding program focused on branding and developing high-value markets for Canadian wool.
Campaign for Wool also launched the Fabric of Canada film series and courted IWTO members.
“We secured Canada’s first-ever seat in the history of the organization,” Rowe explained.
“From becoming the newest member to becoming a very prominent member and then now hosting the world here in Canada — it’s been a bit of a whirlwind.”
It’s been a powerful stimulus for the industry and a coming-out party for Canadian wool to the world, Rowe added.
“Here in Montreal at the global wool industry’s first-ever Canadian meeting, we are seeing the advantages of Canada sharing its agricultural, manufacturing, and design talents with the world,” said Brenda Shanahan, MP for Chateauguay-Lacolle, at the symposium.
Rowe said his group represents the entire value chain.
“We want farmers to get a better price at every step of the way. Because we’re representing the entire value chain, we want to create more opportunities in Canadian wool for manufacturers and designers.”
He said a second rug partnership with one of North America’s largest rug producers in British Columbia will marry Canadian wool rugs with designs by a hereditary Coast Salish chief.
Art Alblas, Ontario Sheep Farmers’ chair, said the investment would only strengthen the wool sector and the Wool Council’s effort to build value in Canadian-raised fibre.
Jordan Allen, Alberta Lamb Producers’ chair, said the investment, along with Campaign for Wool’s branding and marketing strategy, will provide Canadian sheep producers with more benefits and opportunities.
Ontario Sheep Farmers and Alberta Lamb Producers represent most of Canada’s sheep producers.
Allen said wool pelleting is big in Alberta and becoming bigger. As well, wool is sometimes used as bedding or for alternative uses such as barn insulation because there aren’t a lot of other markets available.
She hopes the funding increases wool industry activity enough to encourage more development in processing facilities.
“We don’t have the processing facilities that are large enough to deal with the amount of wool we have in the province,” she said. “Not that this funding is going to all of a sudden magically bring a processing facility, but I’m hoping it’ll open up avenues for that.”
