Romney farmers who supply about half of New Zealand's strong wool want more details about how The Wool Company will lift prices.

The new marketing company, set up by the Wool Industry Network in partnership with PGG Wrightson (PGGW), announced former Telecom chief Theresa Gattung as chairman last week.

In the past Romney New Zealand has been skeptical of the network achieving its goal of revitalising the wool industry, but it is willing to be more supportive, subject to farmers knowing more about its strategy and there being more strong-wool representation on the Wool Company board.

Romney New Zealand's chief executive, John Bates, said strong-wool farmers were short of information and still waiting to see how the network would add value to the industry.

"We would like to see more information put out soon because the New Zealand sheep industry is in dire straits much worse than commentators are suggesting.

"We are obviously supportive of anything (that will benefit) the sheep farmer, but we believe they are short of details about how this will make a difference."

Romney farmers wanted to work with processors worldwide in company partnerships and joint ventures and see more branding and improved research, he said.

Farmers have struggled to make a living from strong-wool prices at about $3/kg greasy.

They want a target of more than $6/kg to counter more profitable farming alternatives such as dairy grazing.

Bates said the board members were talented, but stronger wool representation was needed.

Romney New Zealand plans to continue its joint venture with Nepalese carpet makers to get better returns for romney wool.

The group sees some merit in wool-farmer-led initiatives eventually merging in some way, as has been signalled by Meat & Wool New Zealand, but is content in the meantime to remain working with its existing broker and exporter.

Wool exporters say the wool industry will be completely decimated if the network has got it wrong in its mission to restructure the industry and replace wool auctions.

"There will be no going back or getting a second chance for growers once the present wool-industry infrastructure and selling system is demolished," said the chairman of the Wool Exporters Council, John Henderson.

Meat & Wool chairman Mike Petersen said exporters were "hellbent" on sabotaging a commercially funded initiative that was attracting strong support. "They have a vested interest and are worried about their future. They (exporters) are entitled to their view, but farmers can make up their own minds."

There had been no statement that the services of exporters would no longer be required, he said.

On the Gattung-led board is PGGW chairman Craig Norgate, Dunedin businessman Alan McConnon, Bendigo Station owner John Perriam and former investment banker Keith Sutton. The Wool Company will be renamed by the network. PGGW has a 40 per cent stake in the company.