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#004: Peter Ackroyd on how buying wool products is an investment with a return on capital

Peter Ackroyd at the Wool Academy Podcast

In this episode we talk to Peter Ackroyd who 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.

About Peter Ackroyd

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.

Connect with Peter Ackroyd here

Campaign for Wool

International Wool Textile Organisation (IWTO)

The Woolmark Company

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Key Timestamps

[02:00] Growing up in Bradford and start of his wool career

[04:00] Career stage in Irak

[06:27] How the Campaign for Wool started

[09:10] What price are consumers willing to pay for wool

[12:00] Talking about the Davos of Wool

[14:20] How to join the Campaign for Wool

[15:15] Explaining the concept of provenance

[18:30] The value of the Woolmark Prize

[20:00] What do designers like about the story of wool

[23:05] Increasing importance of active sportswear

[24:22] Cool Wool

[24:22] Wool for all seasons


Let us know what you think or ask us a question in the below comment area.

About the author, Elisabeth

Elisabeth is the founder and host of the Wool Academy Podcast. She also runs her own consulting business where she supports wool industry businesses with strategic communications and project management.
Elisabeth used to work as the Secretary General for the International Wool Textile Organisation where she developed her passion for wool and the wool industry. Her previous education and work experience equipped her also with a broad set of communications skills.

Elisabeth vision is to see the wool industry thrive which is why she supports wool industry businesses communicate successfully.

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