Meet your Board Member - Brendan Kelly, Ulster Wool Chairman

1. Background & Role

Can you tell us a little about yourself and your background in the wool industry?

I farm in County Antrim in partnership with my two brothers. We have a breeding flock of around a thousand sheep and around 200 cattle. My journey in the wool industry began at the age of 16 when I attended my first British Wool shearing course — and I’ve never looked back.

In 1988, I travelled to New Zealand, which was a real turning point. Working there opened my eyes to the true value and care placed on wool — I still remember shearing a sheep and being told even the tiniest spot of black wool had to be picked out by hand. The attention to detail was meticulous and left a lasting impression.

Following that experience, I went on to become one of the largest shearing contractors in Ireland for over 10 years. While my roots have always been in shearing, my passion for the wider wool industry has grown over the years. That early exposure to best practices abroad really shaped how I’ve approached wool and shearing ever since.

How did you become involved with Ulster Wool, and what drew you to the role of board member?

I became involved with Ulster Wool after a long-standing board member, who had served for 30 years, decided to retire. He approached me and encouraged me to consider the role, believing that my background in shearing and practical knowledge of the wool industry would make me a good fit.

As a farmer and livestock trader, the role naturally aligned with my day-to-day work — everything complemented each other. I’ve now been a board member for eight years, and it’s been a rewarding experience to help represent producers and support the development of the wool industry in our region.

2. The Role of a Board Member

What does being a board member involve, and what areas do you personally focus on?

While the role is officially set at around 30 days a year, in reality, it’s closer to 45 days, given the level of involvement and the importance of the work. I sit on several committees, which allows me to contribute to a wide range of decisions across the organisation.

At home, my personal focus is very much on the intake of wool and the shearing side of the industry. Intake, in particular, is something I believe will become an increasingly important issue, especially as we face a reduction in sheep numbers across the country. Ensuring we maintain efficient and accessible intake processes will be vital for supporting producers in the years ahead.

3. Wool Industry Insights

From your perspective, what makes Ulster wool unique compared to other fibres?

Ulster Wool – and wool in general – stands out as a natural, sustainable product with a whole range of unique properties. It’s fire-retardant, biodegradable, and acts as a form of carbon capture, making it an excellent eco-friendly by-product of the sheep industry.

Wool has been undervalued in recent years, especially with the rise of synthetic fibres like nylon and polyester. But none of those can match the natural benefits of wool – it’s warm in winter, cool in summer, and incredibly durable. It really ticks all the boxes in terms of performance, sustainability, and environmental impact.

What are the biggest challenges currently facing the wool industry?

One of the biggest challenges is the rising cost of labour, particularly when it comes to shearing. It’s a physically demanding job, and attracting and retaining skilled shearers is becoming more difficult.

We’re also seeing a decline in sheep numbers, which means less wool is being produced overall – that’s a concern for the future of the industry.

Another major issue is that the unique properties of wool are often overlooked in regulation and policy. Wool is a natural, fire-retardant, biodegradable fibre – but it’s not always recognised for these qualities in government or environmental standards. If regulations focused more on sustainability, wool could really stand out.

For example, a government policy requiring wool carpets in public buildings would be a huge boost – it would support farmers, reduce environmental impact, and promote the use of natural materials over synthetics.

Where do you see the biggest opportunities for growth or innovation in the next few years?

There’s huge potential for growth in areas like insulation, wool carpets, and composite materials where wool can be combined with other materials for new applications. While there are already a few promising developments out there, we’ve only scratched the surface. There’s real scope for universities and research institutions to play a bigger role in driving innovation.

Interestingly, some of the best opportunities may come from going “back to the future” — revisiting traditional uses of wool and improving them with modern technology and thinking. For instance, around 90% of our wool currently goes into the carpet sector, but there’s room to expand and diversify that market.

We also need to shift public attitudes. A wool carpet might cost more upfront, but it will last 20 to 25 years, compared to just 5 for many synthetic alternatives. The same goes for wool in clothing — we need to move away from fast fashion and disposable household goods, and instead invest in quality, sustainable products that stand the test of time.

4. Community & Engagement

This September marked the start of our depot open days - why do you think it’s important for people to see the wool grading and handling process first-hand?

The open days are a great opportunity for farmers and visitors to see the full journey of their wool once it leaves the farm. It helps people understand why there are operational costs involved, and more importantly, how these processes add value to the final product.

Seeing the grading process up close really helps clarify a common misunderstanding – grading isn’t based on the breed of sheep, but on the type and quality of the wool. Each fleece is assessed and placed into a grade that best fits its characteristics and end-use.

Not all farmers are aware of just how much work goes on behind the scenes. With wool prices having been so low for so long, it’s important to show that things are turning a corner – auction prices are improving, and events like this are a great way to share that positive message and rebuild confidence in the value of wool.

How can farmers and the public best support the wool industry?

The best way farmers can support the industry is by sending their wool to Ulster Wool. As a cooperative, we work on behalf of producers to maximise the value of every fleece — not just through fair pricing, but by strategically marketing wool over a 12-month period, rather than selling it all at once. This approach helps ensure farmers receive the true market value for their wool.

It’s also important that farmers and the wider public understand the cooperative model. Every kilo of wool sold outside the system impacts the overall returns and increases costs for everyone else. By staying within the Ulster Wool network, producers are not only supporting themselves but also strengthening the wider industry.

We also have passionate people working hard to promote the value and benefits of wool, but we need continued support — from choosing wool products, to raising awareness, and backing Northern Irish wool as a sustainable, high-quality material.

5. Personal Reflections

What do you enjoy most about being part of Ulster Wool?

What I enjoy most is being able to make a difference. While wool prices are still not where I’d like them to be, we’ve made real progress — and being part of that positive change is incredibly rewarding.

Working alongside organisations like the NSA and the Ulster Farmers’ Union, there’s a strong sense of shared purpose. We’re all working together to support farmers and strengthen the wool industry.

For me, the biggest satisfaction comes from doing my best to help others in the industry — whether it’s securing better returns, promoting the value of wool, or simply making sure members feel supported.

Do you have a favourite memory or standout moment from your time on the board?

One standout moment was during Covid and the period just after, when the wool market had completely shut down. It was an incredibly uncertain time for everyone in the industry.

Despite the challenges, Ulster Wool, working closely with the Ulster Farmers' Union, was able to secure £1.27 million in support for sheep farmers across Northern Ireland.

It was a real example of what can be achieved when we pull together as an industry, and it reinforced why organisations like Ulster Wool are so important — especially in times of crisis.

Finally, if you had to describe Ulster wool in three words, what would they be?

Accommodating, Ambitious, and Hard-working.

That’s more than three words — but sure, that’s an Irish statement for you!