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Sally Blundell

Peter Radford’s superfine wool might be a prime example of ‘de-commodification’, but is that what New Zealand wants? The Aussies have no doubt: yes, please

Peter Radford’s worst fears have come true. Radford has stubbornly fought for 40 years to transform his rare Saxon sheep breed into a super-fine branded wool (see ’The baron of Saxon’, Idealog #4). He’s done it despite the refusal of the Wool Board to endorse Saxon wool, and now European suppliers are taking advantage by selling low-quality ’Saxon’ wool. Radford’s business is being sabotaged and his customers are astonished to learn New Zealand won’t protect his brand

Peter Radford fought to transform his rare Saxon sheep breed into a super-fine branded wool. Now he’s cornered a megamillion-dollar market with the world’s most exclusive suit makers, reports Sally Blundell