“If we don’t fight for wool, we’ll become a cottage industry” with Zentera CEO Angus Street

(Image: Supplied)

In this episode of Humans of Agriculture, Oli and Mick Corcoran sit down with Angus Street, CEO of Zentera (formerly New Zealand Merino), for a full-circle conversation on leadership, legacy, and the future of wool.

From growing up on a farm in northern NSW to navigating job loss during the GFC, launching startups in China, and leading major ag businesses, Angus shares an honest reflection on a career shaped by curiosity, risk, and relationships.

Now at the helm of Zentera, Angus unpacks the company’s evolution from a grower-led wool collective into a global, purpose-driven brand focused on traceability, sustainability, and premium markets. He explains why the wool industry must fight for relevance in a synthetic-dominated world, and how consumer trends in Europe, China, and the US are creating new opportunities.

The conversation dives deep into leadership, what it takes to step into an existing culture as CEO, why “discovery before diagnosis” matters, and the importance of putting people at the centre of transformation.

This episode is equal parts strategy, storytelling, and self-reflection - grounded in agriculture but globally relevant.

Key insights from the conversation

• Angus Street’s journey from journalism to global ag leadership
• Lessons from failure and starting businesses in China
• The evolution of New Zealand Merino into Zentera
• What “whakapapa” means in a business context
• How wool is competing in a synthetic-dominated market
• Leadership lessons: curiosity, culture, and managing change
• Why the future of wool depends on collaboration and storytelling

Chapters:
00:00 Intro & Why This Conversation Matters
02:10 Meet Angus Street
03:50 Early Career, China & AuctionsPlus Journey
08:00 From NZ Merino to Zenterra: The Rebrand
11:30 What Zenterra Does & Global Brand Partnerships
14:40 Moving to NZ & Leading an Existing Team
18:05 First 90 Days as CEO: Curiosity Over Action
21:00 Culture, Change & Leadership Lessons
26:40 Global Wool Demand & Market Trends
30:45 Premiums, Growers & Industry Challenges
33:40 The Future of Wool: Niche or Opportunity?
35:20 Dream Job, Family & Life on the Land
38:40 Wrap Up