Devold elevates commitment to wool growers with ‘Sheep to Shop’ Education Programme
March 14, 2025 - Wanaka - Devold is reinforcing its commitment to premium wool quality with the launch of the ‘Sheep to Shop’ Education Programme (SSEP), a comprehensive initiative designed to enhance collaboration with wool growers and ensure excellence at every stage of production. ‘Sheep to Shop’ is Devold’s direct sourcing model with wool growers, bypassing intermediaries and the auction system.
The free, 12-month programme will provide in-depth training for farm owners, managers, their families, and farm staff, offering expert-led education with no age or participation limits. Strong demand has already led to high registration numbers across Devold’s key wool-growing regions: Marlborough, Canterbury, MacKenzie/Waitaki, and Central Otago.
Craig Smith, General Manager of Devold New Zealand, said: “Quality is at the heart of everything we do. Strong partnerships with dedicated growers ensure the finest wool for our garments. Good people farm great sheep, and our long-term collaborations make all the difference.”
Structured learning for excellence
The programme consists of four key modules, with Module 1 beginning at the end of March. These full-day workshops will be delivered in each major wool-growing region and will cover essential topics such as breeding, genetics, wool quality, nutrition, and climate adaptation.
Future modules will expand on wool clip preparation, garment specifications, wool science, and processing techniques, including site visits to wool stores and Devold’s production facilities.
Smith added: “We’re bringing in world-class expertise, from top Merino breeders to specialised vets, ensuring our growers have the latest insights to enhance wool quality and farm sustainability.”
Investing in future industry leaders
As part of Devold’s commitment to fostering the next generation of wool industry professionals, two outstanding SSEP participants, aged 40 and under, will be selected for a unique opportunity to visit Europe and follow their wool’s journey through Devold’s vertically integrated supply chain. Finalists will be chosen based on engagement across all four modules, culminating in a grand final event in Christchurch.
“This educational programme is aligned with our strategy to support the wool industry. We don’t just compete in the market; we compete with our supply chain to raise the bar together,” said Trude Ertresvåg, Chief Sustainability Officer at Devold of Norway.
For more information on the Devold Sheep to Shop Education Programme, contact Craig Smith, General Manager of Devold New Zealand, at +64 27 203 4454 or craig.smight@devold.nz