Wool Academy with Elisabeth van Delden

Stephen Wiedemann is a leading expert on Life Cycle Assessments (LCA) for livestock systems. In this podcast interview, he shares the latest research results on the LCA for wool. He gives details on research conducted on different areas of the wool supply chain including the manufacturing stage and consumer use stage. Stephen also talks about the importance of the wool industry engaging with retailers and brands to explain why the Life Cycle of wool is different and how brands need to take this into account when calculating their product footprints.

Steve is an agricultural systems scientist and principal at Integrity Ag Services. Steve’s professional experience is focussed on livestock production and supply chains, resource management, sustainability and environmental regulation. With over 30 peer-reviewed publications and 17 focussed on life cycle assessment, Steve is a science leader in the fields of greenhouse gas, water assessment, energy, nutrient and land management in livestock systems. Steve is an advisor to the Australian Government Greenhouse Gas Inventory and Emission Reduction Fund teams. Steve is also a technical advisory member of the Livestock Environmental Assessment and Performance (LEAP) partnership, a global initiative coordinated by the UN Food and Agriculture Organisation. Steve has been working on sheep and wool related life cycle assessment projects over the past 10 years and has six major LCA publications in this area. Steve comes from a family farming background with sheep and wool, cattle and cropping in northern NSW, where he now owns manages a small farming operation.

Website of IntegrityAgIWTO LCA Technical Advisory Group IWTO LCA Guidelines IWTO Fact Sheets SIFO Wool use review SIFO microplastics 

[spp-timestamp time="00:53"] About Stephen Wiedemann [spp-timestamp time="01:47"] About Integrity AgServices [spp-timestamp time="02:24"] About the IWTO LCA Technical Advisory Group [spp-timestamp time="03:09"] About Life Cycle Assessment? [spp-timestamp time="05:26"] Why is it important for the wool industry to undertake LCAs? [spp-timestamp time="06:38"] Do other textile fibres do LCA research? [spp-timestamp time="07:39"] What topics did the LCA TAG work on recently? [spp-timestamp time="09:59"] LCA on the wool processing stage [spp-timestamp time="13:15"] The use and reuse phase of the wool life cycle [spp-timestamp time="19:35"] How to apply the research results [spp-timestamp time="22:00"] Why is it important to engage with brands and retailers on LCA? [spp-timestamp time="23:04"] Can wool make a difference in the LCA space? [spp-timestamp time="26:43"] What other LCA research needs to be done? 

#015 Beverley Henry from the Queensland University of Technolgy about LCA#019 Kjersti Kviseth from 2025 Design from Norway about the circular economy#030 Ingun Klepp from the Consumption Research Norway about wool sustainability#036 Dave Maslen from New Zealand Merino about research on sustainability#041 Graham Ormondroyd from the BioComposites...

Ingun Klepp is a research professor at Consumer Research Norway, an institute at the Oslo and Akershus University College of Applied Sciences. Ingun is specialised in consumer research on sustainable textile, clothing, laundry and leisure consumption. In this episode, Ingun talks about the different findings she uncovered when studying wool in relation to consumer behaviour. In particular, Ingun studied the use of wool in beds. Ingun started with the intention to understand why we use cotton as linen instead of wool. At the end of her study, she discovered how consumers use wool in their beds in many unconventional ways. Another research project Ingun shares during the interview is a study on the smell of sports clothing which made wool outperform synthetics. Ingun is also a thought leader on environmental issues related to textiles. In particular, she criticises the focus on waste and recycling. Instead, she encourages us to think about creating better, longer lasting apparel that is of value to the consumer. All of Ingun's research findings help us develop new business ideas for wool products that are of value to the consumer and the planet.

Ingun Klepp works with research on sustainable textile, clothing, laundry and leisure consumption and has written numerous articles and books on these themes. The relationship between textiles, social and physical characteristics and how these are woven together is at the core of her interest and she loves popular dissemination and new methods.

Peter Ackroyd is the COO of the Campaign for Wool and the President of the International Wool Textile Organisation (IWTO). Peter shares insights about the start of the Campaign for Wool together with HRH The Prince of Wales and the latest campaign's event. He also talks about provenance and wool's environmental credentials providing value to retailers, brands and the consumer.

Peter Ackroyd is the Global Strategic Advisor for The Woolmark Company in Sydney, Australia and the Chief Operating Officer of the Campaign for Wool. In May 2011 he was elected President of the International Wool Textile Organisation and re-elected in April 2016. Specialising in world markets for woollen and worsted yarns and fabrics, Peter has particular expertise in marketing in Europe, the Middle East, Japan, Korea and China, along with in-depth knowledge of the menswear supply chain ‘from farm to fashion’. He also serves as Vice President of the Strategy Board of Première Vision Paris.

Tove Grane is the founder and designer of the Norwegian wool label called We Norwegians. In this episode, Tove shares her story of how she started We Norwegians. Tove explains how wool has always been an important part of Norwegian heritage and how this is reflected in her collection. 

Tove Grane was born and raised in the fjords and mountains of western Norway (Sogn og fjordane). Tove got her design education at ESMOD Oslo, and has been working in Oslo since the late 90’s for various brands. She moved to Voss in 2010 to work with a ski brand, where she got into merino wool, and decided to make her own brand after the ski brand Tove worked for was closed down in 2013. Tove is married with a textile man, and he works together with Tove at We Norwegians. Tove has a daughter, who will be 14 this Summer, and a stepdaughter who is 19 and a stepson who is 24.

Matthias Boehme is a textile consultant and expert on a wide range of topics relevant to the wool industry. In in this episode, Matthias gives an outlook on the key markets for wool applications. These include the sports, outdoor and interior markets. Matthias also talks about the increased interest in traceability and sustainability schemes and shares what manufacturers and retailers need to consider. With his wide expertise, Matthias covers a broad range of topics relevant to the wool industry. 

Matthias Boehme is an Innovation, Sustainability, R&D and Sales Consultant. He has a vast background in wool and wool products as well as other animal hair fibres. Matthias has helped retail brands implement their sustainability strategy as well as getting certified for various sustainability schemes such as GOTS.

Chris Kerston is the Market Engagement and Public Outreach at the Savory Institute. In this episode, Chris introduces us to Allan Savory and the work of the Savory Institute. Chris explains how desertification happens and what role sheep and wool play to reverse desertification. You also get to learn details about the Land to Market certification scheme Chris and his team are working on to build a regenerative supply chain.

Chris Kerston has dedicated his life to helping connect innovative ranchers and farmers with progressive brands in ways that create true synergistic value for both sides. Chris managed ranches and farms full time for nearly 15 years before joining the Savory Institute. In that time, he developed thriving and profitable markets for a number of different niche products. He has a longstanding passion for regenerative agricultural and a strong desire to contribute to better systems that meet the consumer’s wants and needs. Chris also utilizes innovative media production in concert with traditional marketing techniques to help ranchers share their stories and build long-lasting relationships with partners based upon common goals.

Mark Grave is the CEO of the Australian Wool Exchange (AWEX), a key service provider to the Australian and International wool industry. Mark explains how AWEX supports the wool trade through educating wool classers, defining the wool auction rules and developing helpful tools such as the National Wool Declration and electronic RFID bales. In this interview, it becomes apparent how many things are taken for granted, such as standardised wool packs, but without them trading wool would be pure chaos. Thanks to Mark Grave we get a better understanding of the importance of the work done for wool by AWEX.

Mark Grave is CEO of the Australian Wool Exchange (AWEX), an independent not-for-profit service provider to the Australian wool industry. AWEX has been developing and maintaining industry standards and providing market information for nearly 25 years. AWEX standards include the wool classer Code of Practice for wool preparation, often regarded as the benchmark for industry best practice, the NWD-IP an integrity program supporting the NWD, piloting the electronic identification of wool bales and daily and weekly dynamic market information. AWEX services are delivered from Farm to Exporter and are intended to provide value, transparency and integrity to the wool industry.

David Mitchell is the National Wool Manager for AWH. The company handels about 50% of the Australian Wool Clip that goes to auction. In this episode, David explains the journey that wool goes on once it leaves the farm and before it is exported.

David Mitchell is relatively new to AWH Pty Ltd and has wealth of Wool Industry experience and knowledge. Originally a Wool Broker with Elders in the heady days of the '80's and 90's Australian Wool Industry. Subsequently the Marketing Manager with the former BWK (Bremen Woll Kämmerei Germany) Australian subsidiary, Geelong Wool Combing Ltd, where he was heavily involved in top making and wool combing through to it's closure in 2004. In more recent times David enjoyed downstream manufacturing and wholesaling success with Godfrey Hirst Australia, being responsible for and overseeing the Wool Carpet Division. Currently the National Wool Manager for AWH responsible for the receipt, preparation for sale by Auction, logistics and shipping for approx. 50% of the Australian Wool Clip that goes to Auction. David also sits on the FAWO (Federation of Australian Wool Organisations) Excecutive representing AWH.

Chad North is the founder of NorthxNorth. In this podcast interview, Chad explains how he came up with his product idea of a wool kerchief made out of merino wool. Chad shares his journey of finding the right fabric supplier, launching his business on Kickstarter and distribution channels.

Pairing his passion for the outdoors and his love of merino wool, Chad North set out to create the most versatile piece of outdoor apparel that he wanted yet was missing from the market--a merino wool kerchief. After a successful Kickstarter launch in June 2016, production began and North x North was born. The kerchiefs boast over 100 different ways to wear and use with much of their versatility coming from the premium Australian merino wool fabric. Each kerchief is hand sewn in his home state of Pennsylvania where they are tested year-round in the rolling mountains and forests surrounding the company. North x North continues to grow and now offers a full line of kerchiefs, handkerchiefs, and hooded neck gaiters while selling to customers worldwide on northxnorth.co.

Marion Tviland is the Director Wool in Norilia in Norway. In this episode Marion talks about what is special about Norwegian wool and the Norwegian wool industry. Marion also has a strong background in Marketing and in this discussion she explains why it is so important to tell the wool story. 

Marion Tviland is Director Wool in Norilia AS, a subsidiary of the Norwegian farmer cooperative Nortura SA. Her department handles nearly 80% of the annual Norwegian clip of approximately 4 200 tons of greasy wool. Marion grew up on a farm in Southern Norway having forestry as the main revenue base, but where sheep played an important role adding to the income. Thus Marion has firsthand experience from sheep farming, helping out with taking care of the sheep during winter and lambing season in spring when the animals are indoor, harvesting of forage in summer, and taking the animals up to the mountains in the beginning of summer and then down again when autumn starts. Marion has a Master degree from Norwegian University of Life Sciences and worked for many years with category management, product development, marketing and sales of grocery goods like chocolate and cheese in Norwegian companies like Orkla and Tine. It was not until two years ago, starting as Director Wool in January 2016, that Marion once again got involved with sheep farming and wool. Knowing about sheep farming, but not that much about wool when she started, the last two years she has been busy trying to learn as much as possible about the wool fiber, Norwegian wool and use of wool in carding, spinning, knitting and weaving and at the same time using her past experience to develop the wool sector in Norway.