The Canadian Wool Council (CWC) has taken a delegation of wool producers, entrepreneurs, students and young industry leaders to Italy for a five-day trade mission from 15 to 19 September, its first to the country and its third abroad after a visit to the United Kingdom in 2025.
The programme moves through Milan, Biella and the Piedmont region. Biella, known as la citta della lana, holds one of the densest concentrations of wool mills and finishers in the world, and the delegates will tour manufacturers including Reda and Oscalito in visits arranged with members of the International Wool Textile Organisation.
"Italy represents the gold standard in wool textile craftsmanship," said Matthew Rowe, chair of the council. "By building direct relationships with manufacturers in Biella and beyond, we are opening new doors for Canadian wool producers just as Europe becomes an increasingly important partner for Canadian industry."
The timing is not accidental. With tariff disputes clouding access to the US market, many Canadian sectors are looking for buyers elsewhere, and the council wants Canadian fleece judged in the premium European market where quality, sustainability and provenance carry a price.
Beyond the mill tours, the delegates will visit Milan's Quadrilatero della Moda fashion district and meet the Slow Food movement in the Piedmont town of Bra. The council has been building the profile of domestic fibre through certification and promotion, and says the Italian contacts should help sheep producers understand what specialised international buyers require.
Photo: Julie Blake / Wikimedia Commons (CC BY-SA 4.0)
Source: Farms.com
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