In this episode of Humans of Agriculture, Oli Le Lievre sits down with Blair Davies, Assistant Commercial Manager at Zentera (formerly New Zealand Merino Company), for a conversation that spans five decades in the wool industry.
Blair’s story is one of deep industry knowledge, long-term commitment, and an enduring passion for natural fibre. From working in wool stores as a student to spending 23 years with the same company, he’s witnessed firsthand the evolution of wool, from manual classing to data-driven testing, and from local markets to global brand partnerships.
Recorded in the Christchurch wool stores, this episode explores how the industry has changed, what still matters when assessing a fleece, and why, despite disruption and competition from synthetics, wool continues to hold a powerful place in the future of textiles.
This conversation is about experience, perspective, and a lifelong belief in the value of wool.
Key insights from the conversation:
- Blair Davies’ 50-year journey in the wool industry
- What’s changed (and what hasn’t) in wool classing and fibre assessment
- The evolution from visual appraisal to data-driven testing
- Why natural fibres like wool are regaining consumer attention
- The role of growers and ownership in shaping the industry
- How Zentera is evolving into a global brand beyond New Zealand
- Why relationships with growers remain at the heart of the business
- Skills and pathways for young people entering the wool industry
Chapters:
00:00 Intro & Blair’s Journey
02:10 Early Days & Industry Evolution
05:54 Working with Growers
06:54 How to Assess a Fleece
08:29 Skills for the Next Generation
09:23 The Shift to Zentera & Future Vision