Founded by University of Staffordshire alumna and Honorary Doctor Angela Morris, Woolcool is a female-led, second-generation family business on a mission to use natural materials to change the world.

The Stone-based business uses 100% natural sheep’s wool as an alternative to synthetic insulation materials like polystyrene. Since the company’s inception, customers switching to Woolcool have saved around 40 million kilos of polystyrene packaging from going to UK landfill.

The innovation was first conceived by Angela Morris in 2001, whilst a packaging consultant to The National Trust after the UK Foot and Mouth crisis. Woolcool was founded in 2009 and today focuses on high-performance, environmentally friendly packaging solutions for temperature-sensitive products, making it a standout leader in packaging innovation.

In May 2025 Woolcool was listed as one of The Times newspaper’s Best Places to Work, scoring well over industry averages in all parts of the survey. Woolcool currently employs more than 70 Staffordshire people.

Consistent sales growth year on year has been achieved through strategic expansion, increased market share, and successful partnerships across diverse sectors including pharmaceuticals, food retail and direct-to-consumer logistics. In 2025 Woolcool is set to post another record year with a further 25 to 30% growth in revenue.

The company’s global export presence is strengthened by its Managing Director, Josie Morris MBE DL, who serves as a Department for International Trade’s Export Champion and SME advisor on the WTO Business Advisory Board, reporting directly to the Director General.

In 2024 export sales rose significantly and in 2025/26 Woolcool anticipate a further significant growth trajectory, assisted by attendance at major trade fairs in Lyon, France and ambitious plans to expand into the UAE.

Despite the current turbulence in the US, Woolcool has established a distribution platform in Ohio, from whence the company can service both the US food and pharmaceutical sectors for insulated packaging.

Josie Morris said: “Over the last 15 years, Woolcool has been made by its people, and this year is no exception. We set out ambitious and exciting objectives at the beginning of the year, and as always, our team has gone above and beyond to deliver for our customers, partners and continuous improvement projects.

“Thank you to everyone – team members, customers, suppliers and supporters. We are excited for our plans for 2025/26, so watch this space! We are changing the game.”

Woolcool has entered the Business of the Year and Team of the Year categories of University of Staffordshire Business Awards