Recently we had the opportunity to check-in with Andrew Legge, Founder and Managing Partner of Havelock wool. We wanted to learn more about why he started Havelock wool, why he is so passionate about this product and why he thinks wool is an excellent choice for homeowners or builders who want to use natural insulation in their home or project.

What inspired you to start Havelock Wool, and what is the company's core mission?

The inspiration for founding Havelock Wool was based on a desire to offer a high-quality alternative option to an incredibly large marketplace that is sadly overwhelmed by low integrity underperforming, toxic options.  A market we often define by a manufacturer led race to the bottom.  Incumbent players typically compare themselves by one thing: cost.  So how do you win?  Be cheap. 

We take a totally different view.  We build to protect ourselves from the elements.  The protection layer is the envelope of the structure.  Why stuff it with low quality materials when you can do a whole lot better with a little effort and little extra cost.  

How does Havelock Wool align with current trends in sustainability and eco-friendly building materials?

Despite the continual flux of the EPD conversation we take a consistent, common-sense approach to our products.  Wool is entirely, renewable and sustainable.  It grows on sheep that eat grass fed by rainfall.  Thereafter it is cleaned with water that is recycled as effluent.  It is then packed with a 600-tonne press and shipped to our facility, thus achieving some of the lowest cost logistics in the world.  Here, in our manufacturing facility, we use very little energy to make our products; and after an extended useful life - due to wool's inherent characteristics - our insulation can be composted.

Can you describe the unique properties of wool insulation and how it differs from traditional insulation materials?

A wool fiber is the most dynamic one on the planet.  It has evolved across >10,000 years on the back of a sheep as an insulator.  Wool protects the animals from all elements - hot, cold, wet and dry.  The amino acids bond with harmful chemicals - improving indoor air quality.  The five follicles actively absorb and desorb moisture against 65% rh.  The 14% nitrogen content means wool is naturally self-extinguishing and does not support a flame until 1100F.  And the keratin bases mean wool does not support the growth of mold.  We know of no better fiber for the purpose of insulating. 

Recently you started offering wool batts to customers in addition to loose fill.  Could you explain the differences between the batt insulation and loose fill insulation options? What are the benefits and ideal applications for each product?

We've always offered both.  The difference now comes on the back of a significant investment we made in processing technology.  Our old batts were great, but fairly suited to the DIY crowd versus the trade. Our new batts are called Havelock Wool Professional Grade Batts (PRO), and they target the professional installer / builder along with the DIYer.  They are easy to work with and install at the same pace or faster than other batts on the market.  It is the one place we are happy to conform to market norms!

Batts and loose-fill can be used interchangeably.  For the most part it is up to the property owner.   

Who are your primary customers, and what trends are you observing in their preferences and needs?

Our primary customers are people who prefer to use higher quality products and appreciate that they are not always the cheapest.  We tend to sell to homeowners and trades people that are doing their homework and appreciating that quite a few of today's 'traditional' products are subpar.  Oh, and yes, we get quite a few wool fanatics in the mix too.

How do you approach educating potential customers about the benefits of wool insulation?

Education and awareness are the keys to our success.  People are overwhelmed with greenwashing through to downright disingenuous marketing.  We try to educate consumers so they can make informed decisions.  If that includes wool, great; but for sure the built environment needs to put more focus on the occupants’ well-being than the play book that makes building easy and profitable for the trade members.

What do you hear from your customers who have used wool insulation in their home or van?

They love it.  They can hardly believe the feeling of comfort, health and total lack of sound.  We appreciate these sentiments more than we could explain.  It is why we are in business and why we keep fighting against the gargantuan incumbents that really don’t like new products.   

What are the biggest challenges you face in promoting wool insulation in the market?

Marketing is really expensive and there is not enough change happening amongst architects and builders.  The built environment is the largest contributor to climate change, and we can do much better by that way we build and materials we choose.  We've never understood why these changes are continually overlooked and will not accept this as an outcome.  

What has been the most fulfilling part of starting Havelock Wool so far?

Knowing how many happy homeowners there are out there.  And from another angle when we hit our dark days it is easy to keep going knowing that if we don’t there are a lot of folks that won’t have the sustainable, healthy, high-quality product that we make.  That means we have to keep going!  And it also means we need all the help we can get which is why we are excited to be partnering with Small Planet.

Havelock Wool Available at Small Planet Supply

Small Planet Supply is carrying Havelock wool batts and will be receiving stock by the end of July.  If you’d like to be notified when stock arrives, use the button below.

 Upcoming Webinar Focuses on Natural Insulation

On September 12, Small Planet Supply will be hosting a natural insulation webinar, which will feature Andrew Legge. So, if you’d like to learn more about natural insulation or would like to get your questions answered, you’ll want to register using the button below!