In a world increasingly desperate to shed its dependence on plastic,Woolcool is proving that sustainable alternatives don't just exist — they thrive. This family-run, woman-led company from Staffordshire, UK, is transforming temperature-sensitive packaging by using an agricultural by-product that many overlook: sheep’s wool.

Founded officially in 2009 but conceived as early as 2001 by Dr. Angela Morris, Woolcool originated as a response to a very real problem. In the wake of the UK’s Foot and Mouth crisis, the fragility of the food supply chain came under scrutiny. Morris, working as a packaging consultant to The National Trust, asked a simple yet revolutionary question: “If wool can keep things warm, could it also keep things cool?”

The result was a breakthrough in insulated packaging. Woolcool’s products use 100% pure sheep’s wool, a natural, compostable and recyclable material, to offer insulation that’s not only highly effective, but also low-carbon and planet-friendly. The company has grown into a multi-million turnover enterprise supplying global pharmaceutical and food markets, demonstrating that sustainability can go hand-in-hand with commercial success.

“We’re not just replacing plastic,” says CEO Josie Morris. “We’re rewriting the rules of packaging by starting with the most abundant smart fibre nature has to offer.”

Woolcool’s impact is measurable. Independent studies show that their solutions have up to a 75% smaller carbon footprint compared to polystyrene-based alternatives. For a company shipping 10,000 orders per year, this could mean avoiding 20 tonnes of CO₂ emissions — equivalent to the yearly carbon absorption of nearly 1,000 mature trees.

To date, Woolcool has prevented approximately 40 million kilos of EPS waste from ending up in landfills. That’s equivalent to the weight of 160 jumbo jets. Annually, they consume over 5.5 million kilos of coarse wool — a material typically dismissed as too rough for textiles — supporting British and EU sheep farmers and injecting new value into rural economies.

Their sustainability credentials were further solidified with the EcoVadis Bronze Medal awarded in March 2025, placing them in the top 35% of companies worldwide for sustainability performance.

Yet the path hasn’t been entirely smooth. The current cost-of-living crisis has led to a modest decline in consumer appetite for green products. In response, while some competitors champion recyclability, Woolcool pushes further — advocating for material reduction, reuse, and end-to-end environmental responsibility.

This vision has paid off. Over the last five years, Woolcool has enjoyed consistent double-digit growth, expanding into new markets like pharmaceuticals, online food delivery, and horticulture. In 2025, the company recorded a 29% increase in sales revenue, while export growth soared by 80%.

Even amidst geopolitical uncertainties, particularly in the US, Woolcool is pressing ahead. With a distribution hub in Ohio, they are actively supplying North America and are eyeing expansion into the UAE.

Wool’s renaissance in packaging is not just about replacing EPS. The fibre’s inherent properties — waterproof, elastic, fire-resistant, antibacterial, and thermally insulative — position it as a serious contender across numerous industries. Yet, innovation in the wool sector demands investment, especially in areas like efficient collection and eco-friendly scouring methods.

Born from crisis, Woolcool exemplifies how disruption can catalyse innovation. From the 2001 agricultural crisis to the 2008 recession, and now amid global climate and economic challenges, Woolcool proves that nature and ingenuity can align to create not just a product, but a movement.

The wool revolution in packaging is underway — and Woolcool is leading the charge.