Re-designing merino: ''We need to put a ram on the moon!''

Tomorrow I’ll be attending the New Zealand Merino Company conference, the NZM Stampede, in Christchurch.

While Federated Farmer’s President Don Nicholson has said that the wool industry needs research anarchy, John Brakenridge, CEO of the NZ Merino Co, is aiming for “a ram on the moon.”

Early last year we made two videos on NZ merino wool’s transition from a commodity to a brand, and Brakenridge has been active in this shift. The Stanford Graduate School of Business’ NZM case study outlines how the NZ merino wool industry works, and today the merino sector “has about $100 million of forward contracts in place, insulating farmers from drops in the commodity market and protecting brands from price spikes.”

Brakenridge recently gave a presentation at Better By Design‘s 2012 CEO Summit, where he talked about how NZM wants to be the “smartest, most robust and valuable” part of NZ’s primary sector, effectively by “re-designing” the sheep:

Stay tuned for a summary of the conference!