Fibre innovations stall in a missing middle before market
New sector research urges fibre businesses to start with what global markets want, then match the fibre to it.
|November 9, 2026Listen to the full interview:
This episode featured as part of the Agribusiness segment in partnership with BNZ.
New research into New Zealand’s fibre sector finds many new fibre products stall between development and commercial scale.
Fashion & Textiles New Zealand chief executive Jacinta FitzGerald says the research maps about 171,000 tonnes of fibre, from wool, skins and hides to hemp and harakeke.
“There’s a real gap in the middle where a lot of those ideas stall before they hit the market,” she says.
Jacinta says businesses repeat the same commercialisation steps each time, where shared lessons could help.
She says the sector needs to start with what the market wants and what its fibre can deliver.
“There’s a real move towards proof and evidence, not just claims that is a global market requirement now.”
Jacinta says international demand for natural materials in homes and workplaces is growing.
This episode featured as part of the Agribusiness segment in partnership with BNZ.
This podcast is solely for information purposes. It’s not financial or other professional advice. No party, including BNZ, is liable for direct or indirect loss or damage resulting from the content of this podcast.
Watch the full interview:
CountryWide CONNECT with Andy Thompson & Sarah Perriam-Lampp is our daily rural show livestreamed from 11am-1pm. Visit country-wide.co.nz on how to watch/listen or download the CountryWide CONNECT mobile app, available on Apple iOS and Android.
