A Hawkes Bay company is creating a market for low-value wool clippings by creating sustainable mulch squares and mats for trees and gardens.

Wool.Life managing director Gareth Mentzer says the company aims to encourage people to replace synthetic and imported weed mats with mulch mats manufactured in New Zealand from 100 per cent New Zealand wool.

“We have this amazing fibre that does great things from a planting point of view; as it breaks down, it releases nitrogen, so it acts as a fertiliser and blocks weeds as the plants grow.”

The matting also provides moisture and heat retention in the soil and insulation to protect against frost damage.

“Moisture retention is a biggie; it is about 30 per cent by weight.

“When you have this climate of hot summers and wet winters, or whatever it might be depending on where in the country you are, moisture retention is essential.

“We had a customer in Northland who made it through January and February just on dew and the matting.”

Meltzer took over the Wool.Life business in 2022 with two business partners after it went into liquidation three years into operation.

“We thought there was a significant opportunity to turn it around.

“We saw the opportunity to create a market and take what is an outstanding natural fibre and get it in front of people.”

What was supposed to be more of a side hustle has become a legitimate business with significant customer demand.

“We have got two channels. One is business-to-customer, a direct offering to consumers via the website.

“Then we do a commercial offering as well.”

The mats are produced by a company in Auckland, which allows Meltzer to concentrate on the marketing aspect of the business. The mats are available in squares or rolls and can be tailored to fit the customers' specific requirements. In addition to using low-value clip, Wool.Life also make use of strong-wool yarn that was originally intended for carpet but didn't meet the specifications or was leftover from a production run.

“If you didn’t have post-industrial recycled products like ours in terms of mulch matting, previously that would have ended up in the landfill.”

Getting the product in front of consumers is a priority.

“We attend Field Days, local events, and talk to the community.

“Social media is an amazing tool to get in front of people.”

Educating consumers about the value of New Zealand wool is crucial when competing with synthetic and imported alternatives. This remains a challenge, as Chinese wool and jute mats, as well as coconut alternatives, offer cheaper options for consumers.

“The advantage of using woollen mulch weed mat is that you look after the Whenua.

“We actually care about our land and soil, and using wool mulch mat will do that, whereas synthetic material just chokes the soil.”

Meltzer said that innovation in the wool sector is good for businesses, with opportunities for businesses to collaborate and grow.

“A rising tide lifts all ships.

“Instead of having 100 per cent of a tiny pie, I’d rather have ten per cent of a massive pie.”

By Claire Inkson