Wool is more than just a fiber—it’s a story of resilience, innovation, and untapped potential. In this episode, Tom O’Sullivan shares his journey from farming to driving change in the wool industry. We dive into the challenges facing strong wool, the power of collaboration, and the exciting innovations shaping wool’s future. From Flock’s game-changing acoustic wool panels to the broader need for industry alignment, this conversation unpacks what it will take to revive and sustain New Zealand’s wool sector.