“If we don’t fight for wool, we’ll become a cottage industry” with Zentera CEO Angus Street

(Image: Supplied)In this episode of Humans of Agriculture, Oli and Mick Corcoran sit down with Angus Street, CEO of Zentera (formerly New Zealand Merino), for a full-circle conversation on leadership, legacy, and the future of wool.From growing up on a farm in northern NSW to navigating job loss during the GFC, launching startups in China, and leading major ag businesses, Angus shares an honest reflection on a career shaped by curiosity, risk, and relationships.Now at the helm of Zentera, Angus unpacks the company’s evolution from a grower-led wool collective into a global, purpose-driven brand focused on traceability, sustainability, and premium markets. He explains why the wool industry must fight for relevance in a synthetic-dominated world, and how consumer trends in Europe, China, and the US are creating new opportunities.The conversation dives deep into leadership, what it takes to step into an existing culture as CEO, why “discovery before diagnosis” matters, and the importance of putting people at the centre of transformation.This episode is equal parts strategy, storytelling, and self-reflection - grounded in agriculture but globally relevant.Key insights from the conversation:Angus Street’s journey from journalism to global ag leadershipLessons from failure and starting businesses in ChinaThe evolution of New Zealand Merino into ZenteraWhat “whakapapa” means in a business contextHow wool is competing in a synthetic-dominated marketLeadership lessons: curiosity, culture, and managing changeWhy the future of wool depends on collaboration and storytellingChapters:00:00 Intro & Why This Conversation Matters02:10 Meet Angus Street03:50 Early Career, China & AuctionsPlus Journey08:00 From NZ Merino to Zenterra: The Rebrand11:30 What Zenterra Does & Global Brand Partnerships14:40 Moving to NZ & Leading an Existing Team18:05 First 90 Days as CEO: Curiosity Over Action21:00 Culture, Change & Leadership Lessons26:40 Global Wool Demand & Market Trends30:45 Premiums, Growers & Industry Challenges33:40 The Future of Wool: Niche or Opportunity?35:20 Dream Job, Family & Life on the Land38:40 Wrap Up