Meet the Speakers:Jordi Beneyto-Ferre

Jordi Beneyto-Ferre | Director of Materials and Innovation Smartwool and Icebreaker, VF Corporation

Session: Day 2 | Value Out Loud: when purpose creates connection

How did you get here?

I have 16 years of experience in sportswear development and innovation within global leading brands and all through my career I have been searching for a better, more sustainable way of creating sporting goods.
Five years ago I started my journey at icebreaker, and fell in love with the brand and its purpose-lead philosophy, as well as to its deep roots in New Zealand through the relationships with merino wool growers.

How would you describe your relationship to purpose?

Purpose guides all my career decisions!

For those who don't know your organisation, can you give us the elevator pitch?

Icebreaker and Smartwool are two purpose lead performance apparel brands on a mission to motivate consumers to transform their synthetic wardrobe for the betterment of planet and people, without compromising performance or comfort.

What’s the biggest purpose/sustainability myth that needs busting?

That consumers would buy your products just because they are sustainable. Consumers will buy first and foremost great products and sustainability is a plus.

If you could sit down with one global leader to discuss the state of the world, who would it be and why?

Nelson Mandela

What is Aotearoa's purpose/sustainability superpower?

Aotearoa's superpower is its land itself. We have the chance to turn our main industry (agriculture) into a part of the solution by implementing expansive regenerative agriculture practices, which can yield economic and environmental benefits.

What is a purpose/sustainability trend/word you love or hate right now?

Circularity. I love what it could be, and the immense potential it has to create the next generation of product creation. I hate how easily it is used this days as a marketing story with no real value behind.

You're speaking at The Value of Purpose in May. Can you give us a sneak peek of what you'll be talking about?

The success story of Icebreaker, which was founded on the premise that nature has the answers, and through ambitious targets has created a successful global business with an unwavering sustainability purpose.

What are you most excited about for this conference?

Meeting like minded people.