Five-day mission to Italy connects Canadian wool leaders with top textile manufacturers and emerging European market opportunities.
As Canada continues to strengthen trade relationships beyond the United States, the Canadian wool industry is taking a significant step onto the global stage.
The Canadian Wool Council (CWC) has launched its third international trade mission, bringing a delegation of Canadian wool professionals, entrepreneurs, students and emerging industry leaders to Italy for a five-day program focused on market development, industry partnerships and professional education.
Running from September 15 to 19, the mission marks the organization's first visit to Italy, one of the world's most respected centres for wool processing and textile production.
Participants will travel through Milan, Biella and the Piedmont region, gaining firsthand exposure to every stage of the premium wool value chain while building connections with influential European industry partners.
The timing of the mission reflects a broader shift in Canadian trade strategy. With ongoing tariff disputes and trade uncertainty affecting access to the U.S. market, many Canadian sectors are seeking opportunities to diversify export destinations and strengthen relationships with European buyers and manufacturers.
"Italy represents the gold standard in wool textile craftsmanship," said Matthew Rowe, chair of the Canadian Wool Council. "By building direct relationships with manufacturers in Biella and beyond, we are opening new doors for Canadian wool producers just as Europe becomes an increasingly important partner for Canadian industry."
At the heart of the program is Biella, a city in northern Italy often referred to as la città della lana or "the city of wool." The region has earned an international reputation for producing some of the world's finest wool textiles and luxury fabrics. Its concentration of mills, processors and textile innovators makes it a strategic destination for Canadian industry participants looking to better understand international market requirements and explore future business relationships.
Delegates will tour prominent wool manufacturers including Reda and Oscalito, with activities coordinated in partnership with members of the International Wool Textile Organisation (IWTO). These visits are designed to provide insight into advanced fibre processing, textile innovation and the premium manufacturing standards that have helped establish Italy as a global leader in wool production.
Beyond mill tours, the mission includes networking opportunities with industry stakeholders, educational sessions and cultural experiences that highlight the connection between agriculture, craftsmanship and regional identity. Participants will also explore Milan's famous Quadrilatero della Moda fashion district, gaining exposure to the global fashion marketplace where high-quality wool products often command premium value.
Another unique component of the program is an introduction to the Slow Food movement in the Piedmont town of Bra. The initiative reflects growing global interest in sustainability, traceability and locally rooted production systems, principles that increasingly resonate with both consumers and agricultural producers.
For Canadian sheep producers and wool sector entrepreneurs, the mission provides an opportunity to better understand how Canadian wool can compete in specialized international markets where quality, sustainability and provenance are becoming increasingly important purchasing factors.
The Canadian wool sector has been working to raise the profile of domestic fibre production through certification initiatives, industry promotion and international engagement.
The Italy visit follows a successful Canadian Wool Council trade mission to the United Kingdom in 2025 and represents the organization's third international market development initiative.
The Council hopes these efforts will continue to position Canadian wool as a valued fibre source for international textile manufacturers and consumers seeking premium, sustainably produced materials.
As global trade dynamics continue to evolve, Canada's wool industry is looking well beyond traditional markets. By establishing direct connections with some of Europe's most respected textile manufacturers, the Canadian Wool Council is hoping to ensure Canadian producers are a part of the conversation in one of the world's most important wool regions.