This week I talk with Richard Kettle about his new innovation that gets more wool off a sheep back and why that matters more than ever as wool experiences a renaissance. Richard recently visited a merino farmer that supplies the global merino brand Icebreaker and his reaction to this breakthrough technology was astounding.

Richard and I actually go back a few years, because he also runs the Birchleigh Polo Club and let me have a go a few times on one of the more gentle horses in his stable. What I've always admired about Richard is how he's always looking to improve things for the animal. That phrases 'animal welfare' is something that Richard imbues into the products that Animal Health Direct supply to farmers via nationwide retailers.

In this episode, we go deep on one single invention that takes a single on farm activity and transforms it into one that gives farmers more wool for their effort. While that hasn't been the priority for some time with depressed wool prices, that's recently changed. I hope you enjoy this chat with entrepreneur, innovator and Animal Health Direct CEO, Richard Kettle.

3 mins 30 secs The problem with existing sheep identification spray markers getting in to the fibre of the wool.

6 mins 54 secs Why sheep need to marked in the first place.

10 mins 51 secs Why Richard decided to solve this problem and the lightbulb moment that came from the problem with road accident marking.

13 mins 48 secs What this quality means for the wool industry and how it will be identified.

15 mins 45 secs How Richard intends to get farmers to accept this new breakthrough technology and the barriers to adoption.

20 mins 30 secs What the broader Animal Health Direct business creates animal welfare solutions for sheep and beef farmers in New Zealand.

22 mins 28 secs The competing multinationals and how Animal Health Direct competes in New Zealand.

24 mins 50 secs Settling ponds that produce clean water, no smell to be compliant with what councils and government wants.

27 mins 29 secs Richard's view about being in business and what it means to be out on his own in agriculture.

29 mins 13 secs The Fadeaway 400mL and 200mL product sizing and pricing.

30 mins 15 secs Why merino farmers are switching to Fadeaway for premium wool

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Richard Kettle | Animal Health Direct 077

A Kiwi Original