Wool Carpet Exclusion from Kāinga Ora Contract Sets Damaging Precedent – Advocate
When the exclusion of wool carpet from one of the country’s largest tenders was identified, Impact PR supported its client Bremworth in raising national awareness of the issue. As one of the most dynamic public relations agencies in New Zealand, Impact PR orchestrated comprehensive media coverage for the story across top publications like TVNZ, NZ Herald, Newstalk ZB, Stuff RNZ and industry-specific platforms.
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Wool sector advocates argue that Kāinga Ora’s decision to exclude wool carpet from state homes in favour of synthetic materials sets a harmful precedent.
According to the new Request for Proposal for supplying carpet and underlay materials for Kāinga Ora Homes and Communities’ maintenance and construction work, the government agency explicitly states it is “not looking to procure wool carpet”.
This exclusion contradicts a government directive from November last year, which recommended “prefer[ring] the use of woollen fibres over synthetic ones” where feasible in its buildings.
Greg Smith, CEO of wool carpet manufacturer Bremworth, highlights that Kāinga Ora, New Zealand’s largest landlord with over 75,000 homes, represents a significant potential contract. Supplying these homes would equate to over a million lineal metres of carpet, a transformative opportunity for the wool sector.
“In July 2023, Kāinga Ora committed to a more sustainable approach for its housing, which entailed reconsidering the fibres used in homes following the installation of over 600,000 meters of synthetic carpet over the previous six years. This volume of synthetic carpet production requires importing around 1.7 million kilos of plastic.
Ironically, many of Kāinga Ora’s homes were built when wool was the standard carpet choice in New Zealand. Claiming that wool is no longer a viable option decades later makes little sense. By specifying carpets made from imported, essentially plastic fibres, despite having a surplus of locally grown, high-performing strong wool, Kāinga Ora seems to lack macroeconomic insight and awareness of the rural sector’s recent struggles.
We would have pursued this contract vigorously, as it would have marked a key turning point for New Zealand’s wool sector. If there is an inherent bias against wool within Government departments, the industry must have the chance to address any lingering misconceptions. Being excluded from this conversation is soul-destroying for many farmers.
We believe the Government and its departments should be the wool sector’s primary customers and most vocal supporters. Removing wool carpet from the Kāinga Ora contract is a missed opportunity to support the sector and set a precedent for residential developers,” he says.
Smith, speaking as a manufacturer, emphasises the need to secure key contracts to drive widespread change. He suggests that Kāinga Ora has concluded that creating warmer, drier, and healthier homes involves laying petrochemical-based carpets instead of NZ wool.
“Wool carpet is uniquely suited to providing healthier and safer homes for our most vulnerable. Unlike synthetic construction textiles, wool is natural, requiring fewer chemicals and is naturally fire-retardant. Woollen carpets are also stain-resistant, hypoallergenic, and regulate humidity by absorbing moisture when the air is moist and releasing it when dry, ensuring a drier home.
Wool is an effective thermal and acoustic insulator, helping to keep homes and offices warm and quiet. As a nation, New Zealand imports around $5.6 billion worth of building materials annually, with carpet and flooring comprising a $333 million subcategory and insulation products a further $73 million. Using New Zealand-manufactured wool products would reduce imports and support regional economic development,” he says.
Smith appreciates the support from NZ First Minister, Mark Patterson, and looks forward to working closely with the minister to promote wool and see the coalition’s promises fulfilled.
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