In this episode of Humans of Agriculture, Oli Le Lievre sits down with Blair Davies, Assistant Commercial Manager at Zentera (formerly New Zealand Merino Company), for a conversation that spans five decades in the wool industry.Blair’s story is one of deep industry knowledge, long-term commitment, and an enduring passion for natural fibre. From working in wool stores as a student to spending 23 years with the same company, he’s witnessed firsthand the evolution of wool, from manual classing to data-driven testing, and from local markets to global brand partnerships.Recorded in the Christchurch wool stores, this episode explores how the industry has changed, what still matters when assessing a fleece, and why, despite disruption and competition from synthetics, wool continues to hold a powerful place in the future of textiles.This conversation is about experience, perspective, and a lifelong belief in the value of wool.Key insights from the conversation:Blair Davies’ 50-year journey in the wool industryWhat’s changed (and what hasn’t) in wool classing and fibre assessmentThe evolution from visual appraisal to data-driven testingWhy natural fibres like wool are regaining consumer attentionThe role of growers and ownership in shaping the industryHow Zentera is evolving into a global brand beyond New ZealandWhy relationships with growers remain at the heart of the businessSkills and pathways for young people entering the wool industryChapters:00:00 Intro & Blair’s Journey02:10 Early Days & Industry Evolution05:54 Working with Growers06:54 How to Assess a Fleece08:29 Skills for the Next Generation09:23 The Shift to Zentera & Future Vision