Blair Davies has spent 50 years in the wool industry…and still learning everyday

In this episode of Humans of Agriculture, Oli Le Lievre sits down with Blair Davies, Assistant Commercial Manager at Zentera (formerly New Zealand Merino Company), for a conversation that spans five decades in the wool industry.Blair’s story is one of deep industry knowledge, long-term commitment, and an enduring passion for natural fibre. From working in wool stores as a student to spending 23 years with the same company, he’s witnessed firsthand the evolution of wool, from manual classing to data-driven testing, and from local markets to global brand partnerships.Recorded in the Christchurch wool stores, this episode explores how the industry has changed, what still matters when assessing a fleece, and why, despite disruption and competition from synthetics, wool continues to hold a powerful place in the future of textiles.This conversation is about experience, perspective, and a lifelong belief in the value of wool.Key insights from the conversation:Blair Davies’ 50-year journey in the wool industryWhat’s changed (and what hasn’t) in wool classing and fibre assessmentThe evolution from visual appraisal to data-driven testingWhy natural fibres like wool are regaining consumer attentionThe role of growers and ownership in shaping the industryHow Zentera is evolving into a global brand beyond New ZealandWhy relationships with growers remain at the heart of the businessSkills and pathways for young people entering the wool industryChapters:00:00 Intro & Blair’s Journey02:10 Early Days & Industry Evolution05:54 Working with Growers06:54 How to Assess a Fleece08:29 Skills for the Next Generation09:23 The Shift to Zentera & Future Vision