The team behind WoolPass

Amanda brings the original vision behind WoolPass: reconnecting wool with its origin, its people and its value. Raised in Central Otago sheep country, with a family connection to the wool industry, Amanda saw both the strength of rural wool communities and the loss of value that happens when wool becomes anonymous. Her later experience across fashion, photography, media and international markets gave her a second lens: how provenance, beauty and story can turn natural fibre into something people value deeply.

Amanda leads the WoolPass story, industry relationships, farmer engagement, brand positioning and market development. She is focused on making wool visible again, from the farm gate through to the customer.

Andrew leads the technology and platform development behind WoolPass. He grew up on a sheep and beef farm in Southland, giving him a practical understanding of rural life, farm systems and the people behind New Zealand wool. He has also lived off-grid for many years, which has shaped his approach to building technology that is practical, resilient and designed for real-world conditions.

With more than 35 years' experience in technology, Andrew brings deep capability across software systems, data architecture, AI workflows, product development and deployment. His role is to turn the WoolPass vision into a working platform: farmer onboarding, bale and batch evidence, QR passports, digital product records, offline capture, AI-assisted evidence processing and the technical backbone that allows WoolPass to scale.

Andrew's focus is making the system simple enough for the shed, strong enough for the supply chain and intelligent enough to carry proof.

David brings operational discipline to WoolPass. With extensive experience helping New Zealand technology companies organise, deliver and scale, David's role is to keep the work moving from idea to execution.

He supports planning, delivery structure, meetings, action tracking, process design and the practical systems needed to turn WoolPass from a promising concept into a repeatable operating model. David helps make sure the team can manage complexity without losing focus, especially as WoolPass grows across farms, processors, brands, partners and international opportunities.

Arran supports WoolPass across finance, governance, investor readiness and commercial structure. He grew up on a sheep farm in Waikato, giving him a direct connection to rural New Zealand and the farming communities WoolPass is being built to support.

He brings strong business and financial experience, helping the team think clearly about funding, reporting, pricing, risk, contracts, licensing and long-term growth. His role is to help WoolPass build on solid commercial foundations: the right entity structure, the right financial model, the right governance discipline and the right investor confidence. Arran helps make sure WoolPass can grow responsibly while protecting the value of the platform, the brand and the opportunity.