14/08/2026
The Woolcool® story begins, fittingly, on the farm.
In 2002, packaging expert Angela Morris was working with the National Trust when she was given a challenge: to find a natural and sustainable chilled packaging solution that would help their farmers deliver fresh produce directly to customers.
By this point, Angela already had many years of packaging experience across an incredible variety of sectors. As a packaging consultant and advisor, Angela worked closely with businesses to introduce innovative packaging solutions that protected their products and helped them succeed in the marketplace.
Angela had her eureka moment when she realised that wool, a material traditionally associated with keeping us warm, was just as effective at keeping things cool.
Its natural insulating and temperature-regulating properties offered an exciting opportunity to rethink chilled packaging, while wool itself could be reused, recycled and composted at the end of its useful life.
Angela had discovered what we now proudly call Nature’s Smart Fibre.
She developed a wool-insulated box for the National Trust’s farmers and, with the challenge solved, returned to her day job as a packaging consultant.
But the story didn't end there...
Word began to spread about this innovative new way of keeping products cool. Interest grew, and so did demand.
What followed was six years of development, testing, trialling and refining, as Angela worked to turn that original idea into a commercially viable, high-performance packaging solution.
Behind it all was a belief that remains at the heart of Woolcool® today: sustainability and performance shouldn't have to compete with one another.
By 2009, Angela was ready and The Wool Packaging Company opened for business, and the Woolcool® brand was born.
What began with one challenge on a farm has grown into decades of research, innovation and a determination to go beyond the expected.
