EP 76: How British Wool Turned 30,000 Farmers into Brand Advocates

What does it take to market an iconic British agricultural product in today's digital world? Graham Clark, Director of Marketing at British Wool, pulls back the curtain on the fascinating journey of promoting this sustainable fiber to modern consumers. British Wool stands as the last remaining farmers' cooperative in the UK, representing approximately 30,000 sheep farmers across the nation. Unlike conventional businesses, this unique organization returns all profits directly to farmers, supp...