New Role: Peter Ackroyd Appointed Chairman of Campaign for Wool, Succeeding Sir Nicholas Coleridge

Peter Ackroyd MBE has been named Chairman of the not-for-profit Campaign for Wool*, with immediate effect, succeeding Sir Nicholas Coleridge CBE. 

King Charles III, the organisation’s Patron, continues to champion its mission.

Sir Nicholas Coleridge CBE (L.) and Peter Ackroyd MBE (R>)
Campaign for Wool 

Ackroyd, who has been the Campaign's COO since its inception in 2009, brings over 50 years of experience in the textile industry. His distinguished career includes roles as President of the International Wool Textile Organisation and Global Strategic Advisor for Australian Wool Innovation/Woolmark Company. Since the 1970s, Ackroyd has dedicated himself to advancing the wool industry through business development, research, innovation, and global marketing. He is highly regarded for his expertise in yarn, woollen, and worsted fabric sectors.

Sir Nicholas steps down as Chair to focus on his roles as the 43rd Provost of Eton College and Chair of Historic Royal Palaces. Reflecting on his tenure, he remarked, “What I thought would be a three- or four-year role turned into 14 wonderful years. It has been immensely rewarding, but it is time to hand over the reins. Peter, with his unparalleled knowledge of the international wool sector and our close collaboration over the years, is the perfect successor. I leave the Campaign in exceptionally capable hands.”

As Patron, King Charles III continues to advocate for wool’s natural, sustainable, renewable, and biodegradable properties, which align with his environmental priorities.

Ackroyd will focus on addressing critical challenges facing the wool industry, including the European Union’s Environmental Footprint (PEF) legislation. This framework, part of the EU’s forthcoming Digital Product Passports set for 2026, may undervalue wool’s environmental benefits, such as biodegradability and renewability, while insufficiently addressing issues like microplastic pollution caused by synthetic fibres.

“Now more than ever, wool-producing nations must unite to raise awareness about the environmental harm caused by synthetic fibres,” said Ackroyd. “At a time when global waste levels are unsustainable, we are seeing an alarming rise in synthetic materials, disinformation, and greenwashing by fast-fashion brands.”

The announcement follows a milestone year for the Campaign for Wool, which orchestrated over 20 events during Wool Month in October, engaging over 3,000 participants from farmers and manufacturers to designers and retailers. Its “Check it’s Wool” consumer campaign resonated widely across the textile sector.

Additionally, the Campaign launched a three-year collaboration with Aardman Animations to promote British and New Zealand wool through the beloved character Shaun the Sheep. The initiative, titled “Shaun Loves Wool,” highlights wool’s benefits in flooring and sustainability, aiming to educate consumers on its positive impact on the planet.

Ackroyd’s leadership promises to steer the Campaign through an evolving global landscape, ensuring wool’s legacy as a natural and sustainable resource endures.

*The Campaign for Wool is a not-for-profit international organisation that aims to raise awareness amongst consumers about the unique and sustainable properties of wool as a natural fibre and promote the many ways and products in which it can be used.  His Majesty King Charles III first conceived the initiative in 2008, when he was The Prince of Wales, and then it was formally launched to consumers in 2010. As a serious environmentalist, His Majesty believes wool's natural, renewable origin and highly technical structure offer fashion and interiors many superior benefits.  The Campaign for Wool are affiliates with British Wool, The Woolmark Company, Cape Wools and Campaign for Wool New Zealand.