“In seeking a solution to declining wool prices at the time that plastic bags were being phased out, Sophie and husband Sam saw an opportunity to use their wool to create a sustainable alternative and Honest Wolf was born,” she said.
Honest Wolf is based in Hunterville and has thrived since its inception. Its product range has quickly expanded to include luggage and accessories. The brand is a champion for the potential of New Zealand wool.
IAG New Zealand chief executive Amanda Whiting noted it had been incredibly challenging for the judges to select an overall Supreme Award winner from the outstanding cohort of finalists.
“Having grown up in Western Australia, rural communities have always held a special place in my life and the opportunity to promote and celebrate the creativity and innovation of rural women through these awards is very special,” Whiting said.
“We continue to be incredibly impressed by the diversity of businesses owned and operated by rural women that are recognised by the NZI Rural Women NZ Business Awards.”
“Honest Wolf excelled across all aspects of the judging criteria to emerge as this year’s NZI Supreme Award winner. I offer sincere congratulations to Sophie, as well as all our deserving category finalists,” she said.
