International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki

Student ID: 2020002052

International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

Table of Contents

Introduction...........................................................................................................................................3

Discussion..............................................................................................................................................4

Legal and Regulatory Frameworks.....................................................................................................4

Stakeholder Expectations..................................................................................................................6

Trends................................................................................................................................................8

International Business.....................................................................................................................10

Risks.................................................................................................................................................11

Conclusion...........................................................................................................................................13

Recommendations...............................................................................................................................14

References...........................................................................................................................................16

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International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

Introduction

The history of sheep farming in New Zealand dates back to the arrival of British navigator James Cook

in the late 18th century. Over the years, missionaries, explorers, and settlers introduced sheep to

various regions in New Zealand. Wool quickly became a valuable commodity for export due to its

ease of storage and transportation and the growing demand from the expanding textile industry

overseas (Mcintosh, 1966).

During the 1850s, sheep farming expanded to the South Island, significantly increasing the sheep

population (Te papa museum, 1998-2007). New Zealand's economy relied heavily on sheep, with

wool being the country's most valuable export for many years. At its peak, wool exports accounted

for a substantial portion of New Zealand's export revenue (Granwal, 2023).

While New Zealand is known as the largest supplier of solid wool globally, it has diversified its wool

production with various breeds, including Romney, Merino, Polwarth, Corriedale, and English

Leicester. The country has experienced a decline in sheep numbers in recent years, mainly due to

changing market dynamics and competition from synthetic fibers (Bezuidenhout et al., 2021).

The Merino industry in New Zealand has successfully navigated numerous transformations, shifting

the perception of Merino fabric from a standardized commodity to a globally recognized brand

(Mitchell et al., 2009), in this report, we will explore some of Merino company’s relevant details of

exporting animal products, including wool, and how it requires strict adherence to overseas market

requirements to mitigate the risks of pests and diseases. The Ministry for Primary Industries (MPI)

plays a vital role in assisting exporters in meeting these requirements. Compliance with legislation

and destination country regulations and engaging with verifying agencies is essential for exporters.

Importers of animal products into New Zealand must also ensure compliance with biosecurity

regulations set by MPI (Ministry for Primary Industries, 2022a).

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International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

The global wool market faces challenges influenced by geopolitical events and the ongoing impact of

the COVID-19 pandemic. However, there is growing recognition of the positive attributes of natural

fibers, and the wool market is expected to grow due to technological advancements, population

growth, urbanization, and consumer preferences for eco-friendly and sustainable products. The

International Wool Textile Organization (IWTO) has implemented measures to ensure wool quality

and traceability, and digital platforms such as WoolQ are facilitating the industry's transition to digital

solutions (Australian Wool Innovation Limited, 2020).

Companies involved in exporting wool, such as Merino Company, are required to comply with

approved risk management programs and take on commercial risks. Despite these inherent

challenges and uncertainties, the wool industry in New Zealand remains committed to achieving high

standards and continues to assert its influence as a major participant in the global market (Australian

Wool Innovation Limited, 2020).

Discussion

Legal and Regulatory Frameworks

Exporting animal products, such as wool, requires adherence to overseas market requirements to

address the risks of pests and diseases. The Ministry for Primary Industries of New Zealand (MPI) is

crucial in assisting exporters throughout this process. To export inedible animal products, exporters

must process and store them in approved facilities. They must also register with MPI, understand

relevant legislation, fulfill destination country requirements, engage a verifying agency, and comply

with fees (Ministry for Primary Industries, 2023c).

When exporting imported animal materials or products, re-exportation is possible if the items

remain intact or are mixed with New Zealand products. The operator receiving the imported material

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International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

must possess the original import certificate and evidence of inspection and clearance. In the

certification process, the operator is responsible for providing all essential supporting information,

and any indication of New Zealand origin should be removed. Documentation of the processing for

re-exportation is necessary, and imported products must be identified and separated for traceability

(Ministry for Primary Industries, 2023a).

To ensure compliance with biosecurity regulations, importers of animal products into New Zealand,

especially animal fiber and feathers, must adhere to the standards set by MPI to prevent the

introduction of diseases, pests, and unwanted animals (Ministry for Primary Industries, 2023a,

2023b). The Import Health Standard (IHS) provides detailed instructions for importing animal fiber

and feathers. In cases where the product does not fully meet the IHS requirements, importers can

request an equivalence assessment from MPI. Veterinary certificates and declarations may be

required, depending on the type of fiber being imported (Ministry for Primary Industries, 2022b).

Further imported fiber or feather product processing must be conducted in transitional facilities

approved by MPI (Ministry for Primary Industries, 2022b).

Sheep farmers in New Zealand face challenges related to animal health and the use of veterinary

chemicals, which can affect human health and wool processing. Stricter environmental discharge

standards imposed by regulators worldwide and additional requirements from consumer product

eco-labels have impacted the industry. Chemical residue surveys and management strategies have

been implemented by the New Zealand and Australian wool industries to address these concerns

(New Zealand Ministry of Primary Industries, 2018; Ranford et al., 2022).

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International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

Stakeholder Expectations

Several research studies (Beverland, 2005; Lamons, 2005; Low & Blois, 2002; Mudambi, 2002),

indicate a growing recognition of brands as essential for both business-to-business and business-to-

customer marketers. Brands are increasingly viewed as a necessary means of differentiation and

sustainable competitive advantage. When making purchasing decisions, business customers consider

brands to have a significant impact (Bendixen et al., 2004; Michell et al., 2001), serving as a tool to

foster consensus among the various stakeholders involved in the buying process (Webster & Keller,

2004).

The wool market is projected to experience significant growth with a compound annual growth rate

(CAGR) of 4.8% during the forecast period (2023-2028). This growth is attributed to various factors,

including advancements in technology within the wool manufacturing industry. Tools and processes

such as spinning and weaving have increased global woolen clothing sales. A key driving force behind

the demand for wool is the preferences of millennial consumers who highly value quality and

transparency in their products (Mordor Intelligence, 2023).

To ensure quality and traceability in the wool industry, the International Wool Textile Organization

(IWTO) has implemented measures that have improved wool standards and higher prices for wool

products. Additionally, factors such as population growth, urbanization, the rising domestic

consumption of luxury wool textiles, and the biodegradable nature of wool have all contributed to

the market's overall growth (Mordor Intelligence, 2023).

To enhance transparency within the wool supply chain, traceability systems like the National Wool

Declaration Integrity Program have been implemented. These systems provide a means of tracking

the origin and processing of wool, thereby ensuring transparency and accountability (Mordor

Intelligence, 2023).

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International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

Regarding regional dominance, the Asia-Pacific region, including countries like New Zealand, China,

and Australia, holds a prominent position in the global wool market as presented in Figure 1.

Australia is renowned for its production of fine Merino wool and is recognized as the leading global

supplier in the industry. The increasing demand for wool in the Asia-Pacific region, as presented in

Figure 2, driven by the eco-friendly and sustainable preferences of millennial and Generation Z

consumers, is a significant factor contributing to the market's growth. (Mordor Intelligence, 2023).

Figure 1 – Wool Market: Sheep Population in Million, China 2018-2020 (Mordor Intelligence, 2023)

Figure 2 – Wool Market: Growth Rate by Region (2022-2027) (Mordor Intelligence, 2023)

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International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

Trends
In 2020, the global and domestic industries experienced a significant rise in the use of digital

platforms and reliance on e-commerce. The COVID-19 crisis posed various challenges for businesses,

but many found relief by shifting from traditional commerce to e-commerce and digital channels.

Businesses with a strong e-commerce presence thrived during this period, indicating that e-

commerce is not merely a temporary trend but will continue to grow in importance even after the

pandemic subsides (Australian Wool Innovation Limited, 2020).

WoolQ was developed as a centralized online hub for the Australian wool industry, providing

woolgrowers, their agents, and industry professionals with a comprehensive digital platform. The

concept of WoolQ originated five years ago following a recommendation by the Wool Selling System

Review (WSSR) for a digital information portal focused on enhancing transparency and choice in the

wool industry. The development of the platform was unanimously supported by the Wool Exchange

Portal (WEP) Working Group, consisting of stakeholders from Australian Wool Exchange Limited

(AWEX), Australian Wool Testing Authority Limited (AWTA), Australian Wool Handlers (AWH),

exporters, brokers, and woolgrowers (Australian Wool Innovation Limited, 2020).

WoolQ was launched in stages between February 2018 and July 2019, adhering to the designated

timeframe and budget. The platform serves as an online entry point for woolgrowers and their

partners to input, access, and store information and data related to their wool-growing enterprises.

It offers various tools for data analysis, empowering woolgrowers to make informed decisions

regarding wool production and sales (Australian Wool Innovation Limited, 2020).

WoolQ also facilitates developing and showcasing comprehensive profiles and value propositions for

wool industry businesses. Users can search and share these profiles to seek partnerships and

relationships within the industry. The platform provides online selling options, offering a cost-

effective alternative avenue for woolgrowers, brokers, and registered buyers to promote and transact

their wool interests (Australian Wool Innovation Limited, 2020).

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International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

The WoolQ platform comprises several features, as presented in Figure 3, including eSpeci, which

digitizes paper specifications, MyWoolQ for clip-related information storage. Ready Reckoner for

market analysis and benchmarking, WoolQ Market for simplified Australian wool trading, Industry

Network as an industry directory, and Traceability to address the demand for traceability in the wool

supply chain.

WoolQ's strategy focuses on the medium to long term, anticipating increasing returns for individual

woolgrowers through the platform's tools and the overall macroeconomic value it brings to the

industry (Australian Wool Innovation Limited, 2020).

Figure 3 – WoolQ Diagram (Australian Wool Innovation Limited, 2020)

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International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

International Business

The wool market faces global challenges influenced by several factors, including the Russian invasion

of Ukraine, which has caused disruptions in energy markets and increased energy prices. The

ongoing impact of the Covid pandemic on China's economy, characterized by continued lockdowns

and the persisting challenges in global shipping capacity, further contributes to the market's strain.

Additionally, staffing issues in economies with trading relationships with New Zealand also impact

the industry. Despite these significant challenges, there is a growing recognition of natural fiber's

unique qualities and positive attributes. Although prices, especially for crossbred and strong half-

bred wools, are not at the desired levels, wool continues to be processed in the supply chain,

showcasing the industry's resilience. Fine wool continues to be in high demand and sells well.

Compared to Australian Merino wool, New Zealand Merino wool commands substantial premiums

due to supply quality, farming practices, and forward contracts that drive the market. Growers who

offer well-prepared and high-quality wools of all types still benefit from premium prices at the

weekly sales (Edwards, 2022).

Currently, auction prices for crossbred wool in the market remain below satisfactory. However, there

is a positive trend regarding color and style offerings, which receive favorable reception due to their

limited supply. These wools generate intense competition in auction rooms, although their value may

reach a specific limit. Conversely, prices for poorer wool styles still need improvement, and extracting

reasonable value for these types remains challenging. The prices obtained for them are

unsustainable, even though they are being sold. The peak supply of these wools occurs between

January and March, but effective management in the supply chain has prevented the accumulation

of a sizeable unwanted stockpile. The main New Zealand wool scours in Awatoto, south of Napier,

which processes North Island wool, is currently out of operation due to the impact of Cyclone

Gabrielle. However, it is expected to resume operation by the end of 2023. In the meantime, supply

chain flexibility is being utilized by redirecting wool intended for Awatoto to the smaller Clive plant

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International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

on the North Island or to the Timaru scour on the South Island. While efforts are being made to

ensure the flow of wool through these alternative scours, delays should be anticipated for those

seeking to have North Island wool scoured in the coming months. Encouraging signs are seen in the

late results from the early May sale of North Island wool in Napier, which showed improvement

compared to the previous sale. These results provide optimism that the industry will overcome the

current challenges. To address concerns about supply chain volumes, efforts are being made to

establish closer collaborations with overseas manufacturers. Several visits have occurred since the

beginning of 2023, allowing manufacturers to engage with growers, gain insights into their

perspectives, and strengthen relationships. This alignment between manufacturers and growers is a

positive step, particularly considering that some manufacturers are undergoing significant

expansions. Additionally, there is positive news from China, as they are increasing export volumes

and recovering from the impact of the past three years. Gradual reopening of borders and a return to

higher levels of economic activity following their prolonged Covid lockdown contribute to the

positive outlook (Edwards, 2023).

Risks

Animal products must be produced and processed within registered risk management programs

(RMPs) or export-approved premises (EAPs) to receive an official assurance of an export certificate,

with exemptions for certain commodities. Storage facilities, processors, and other entities must also

operate under appropriate registrations from MPI. The application for official assurance includes

information from the Eligibility Document (Ecert ED) chain. If the product is processed outside an

approved RMP, it loses eligibility for an official assurance and export (Ministry for Primary Industries,

2021).

An exporting company must fulfill its responsibility by promptly notifying the Ministry for Primary

Industries (MPI) within 24 hours if certain situations arise with inedible animal products intended for

export. These situations include the product becoming unsuitable for its intended purpose, being

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International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

rejected by a foreign government upon entry, failing to meet the relevant Overseas Market Access

Requirements (OMARs), or needing more export documents. The company can utilize the export

non-conformance report or a dedicated form to inform the MPI, ensuring that all the required

information is included in the notification. Contacting MPI is essential if the products do not meet

the export requirements (Ministry for Primary Industries, 2023c).

Exporters bear the commercial risk for all consignments certified under the Official Assurances

Specifications for Animal Material and Animal Products. This means that exporters recognize and

accept that the Ministry for Primary Industries (MPI) issues certificates in good faith, relying on their

assurances that all necessary inquiries have been conducted. It is understood that there are no

known barriers to the entry of the product in the destination country. The exporter also

acknowledges that if the overseas market authority refuses or fails to accept the animal material or

product, MPI will not intervene. MPI cannot be held liable for any resulting loss. Additionally,

suppose the exporter's request for export certificates contradicts established export requirements

or is solely intended to meet their commercial arrangements. In that case, MPI will not fulfill the

certificate issued upon request (Ministry for Primary Industries, 2022a).

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International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

Conclusion

The history of sheep farming in New Zealand dates back to the late 18th century, with wool quickly

becoming a valuable commodity for export. Despite facing challenges such as changing market

dynamics and competition from synthetic fibers, New Zealand remains the largest supplier of solid

wool globally. It has diversified its wool production with various breeds. The Ministry for Primary

Industries (MPI) plays a vital role in assisting exporters in meeting overseas market requirements and

ensuring compliance with biosecurity regulations.

The global wool market is projected to experience growth due to technological advancements,

population growth, urbanization, and consumer preferences for eco-friendly and sustainable

products. The International Wool Textile Organization (IWTO) has implemented measures to ensure

wool quality and traceability, and digital platforms like WoolQ are facilitating the industry's transition

to digital solutions.

The Asia-Pacific region, including New Zealand, China, and Australia, dominates the wool market,

with Australia being the leading global supplier known for its fine Merino wool production. The

growing demand for wool in the region, driven by eco-friendly and sustainable preferences of

millennial and Gen Z consumers, fuels the market growth.

The wool industry in New Zealand faces challenges related to animal health, veterinary chemicals,

and environmental standards. However, the industry strives for excellence and remains a significant

player in the global market. Digital platforms and e-commerce have become increasingly important,

especially during the COVID-19 pandemic, with WoolQ being a comprehensive digital platform for

the Australian wool industry.

Geopolitical events and the ongoing impact of the COVID-19 pandemic influence the wool market.

Despite these challenges, there is growing recognition of natural fibers' positive attributes, and the

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International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

wool market is expected to grow. Exporters in the wool industry must adhere to registered risk

management programs and assume commercial risks.

Overall, the wool industry in New Zealand continues to evolve and adapt to market dynamics,

emphasizing quality, traceability, and sustainability to meet the demands of consumers and

international markets.

Recommendations

The report recommends the following strategies for a wool company in New Zealand:

Emphasize Quality and Traceability: In a market driven by consumer preferences for eco-friendly and

sustainable products, the wool company must highlight its superior quality and traceability.

Implement measures to ensure consistent quality standards throughout the production process and

invest in traceability systems that provide transparency to consumers about the origin and

production practices of the wool.

Focus on Sustainability: With the increasing demand for sustainable products, position Merino wool

company as a leader in sustainable wool production. Implement environmentally friendly practices in

sheep farming, such as responsible land management, reduced chemical use, and animal welfare

initiatives. Communicate these sustainability efforts to consumers, highlighting the positive

environmental impact of choosing wool over synthetic fibers.

Collaborate with the Ministry for Primary Industries (MPI): The MPI is vital in assisting exporters and

ensuring compliance with biosecurity regulations. Establish a strong partnership with the MPI to

leverage their expertise and support. Seek guidance on meeting overseas market requirements,

animal health regulations, and environmental standards. Collaboration with the MPI will help

enhance the company's credibility and ensure a smooth export process.

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International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

Leverage Digital Platforms: In the era of digitalization, utilize digital platforms like WoolQ to

streamline operations, enhance efficiency, and meet the evolving needs of consumers. Explore

opportunities to connect directly with customers through e-commerce platforms, allowing them to

purchase wool products conveniently. Digital platforms can also provide market insights, facilitate

supply chain management, and offer data-driven solutions to optimize production.

Target the Asia-Pacific Market: Given the dominance of the Asia-Pacific region in the global wool

market, particularly China and Australia, focus on expanding its presence in this market. Tailor the

marketing efforts to resonate with the region's eco-friendly and sustainable preferences of millennial

and Gen Z consumers. Collaborate with local partners, distributors, or retailers to establish a strong

distribution network and build brand awareness.

Stay Resilient to Geopolitical Events and Pandemic Impact: As the wool market is influenced by

geopolitical events and the ongoing impact of the COVID-19 pandemic, it is essential to develop

strategies that enhance resilience. Diversify the export markets to reduce dependency on a single

region and stay updated with international trade regulations. Invest in flexible supply chain

management systems to adapt to changing circumstances efficiently.

By implementing these strategies, Merino wool company can position itself as a leader in quality,

traceability, and sustainability while capitalizing on the growing demand for eco-friendly products in

the global wool market.

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International Supply Chain Report – Merino Wool a Regulatory Study Student Name: Henry Araki
Student ID: 2020002052

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