John Brakenridge is the chief executive of the New Zealand Merino Company.

He joined The Country with Jamie Mackay to talk about why his company has moved back to the heart of Christchurch city and why there is a future for strong wool which is currently a very poor cousin to its fine wool counterpart.

Brakenridge says developing products like surfboards and shoes with wool is vital for its survival in a difficult market.

"The 21st century model is you need to consistently develop new ideas and products.

"In this whole time when the world is waking up to the environment, the notion of strong wool and fine wool replacing fossil fuels is gaining more and more traction."

LISTEN TO THE AUDIO ABOVE AS JOHN BRAKENRIDGE SPEAKS TO JAMIE MACKAY