Guest Blog: A King’s Award story and why it matters for Staffordshire businesses

Staffordshire innovator Woolcool is celebrating a major milestone after being awarded the King’s Award for International Trade, completing a “Royal hat trick” of honours.

In our May blog, Woolcool’s Chief Executive officer, Josie Morris MBE reflects on their journey from a single idea to a globally recognised sustainable packaging business, what this award means to the team and the impact it has on their continued growth.

Josie also shares why more Staffordshire businesses should consider applying for a King’s Award.

At Woolcool, doing things differently has always been central to our mission. In 2026, we celebrated another major milestone by receiving the prestigious King’s Awards for Enterprise for International Trade.

For Woolcool, the award represents far more than recognition alone. It reflects years of innovation, resilience, collaboration, and ambition. From an original design concept created by our Founder Angela Morris in 2001, the business has evolved into a globally recognised sustainable packaging company helping organisations around the world rethink temperature-controlled packaging.

The achievement also completes what we fondly refers to as its “Royal hat trick”, following previous recognition through the Queen’s Awards for Innovation in 2018 and Sustainable Development in 2022.

A Recognition of Our Journey

Winning the King’s Award for International Trade marks a particularly significant moment in our evolution. Over the years, the company has grown from a pioneering UK manufacturer into an international operation supplying sustainable packaging solutions across global markets.

There is an immense sense of pride in being awarded the King’s Award for International Trade. It is a testimony to our team, who are passionate, committed and have each taken on the mission to make Woolcool what it is today. This award also reflects the journey we have been on and the opportunities that lie ahead.

International growth has become an increasingly important part of Woolcool’s mission to use natural materials to create positive environmental change. As global demand for sustainable solutions continues to grow, the award reinforces the role wool-based packaging can play across industries and borders.

Why We Applied

Having previously received recognition for Innovation and Sustainable Development, applying for the International Trade category felt like the natural next step in our story.

Each award reflects a defining chapter in Woolcool’s growth:

• Innovation recognised the company’s willingness to challenge traditional packaging materials.
• Sustainable Development reflected its commitment to responsible, long-term solutions.
• International Trade celebrates the expansion of those ideas onto the global stage.

The application process also provided an opportunity for the business to reflect on its achievements, values, and progress over the years.

The Impact of Winning

Awards such as the King’s Award carry significant value, particularly in industries that can often be cautious or resistant to change.

Introducing new materials and approaches requires trust. Independent recognition through the King’s Awards helps build confidence with customers, partners, and stakeholders around the world.

Our mission is to use natural materials to change the world, and an award like this opens new markets and gives us another layer of credibility and recognition. Operating in sectors that are often traditional and cautious by nature means that trust is essential.

The award reinforces that Woolcool’s solutions are not only innovative, but also proven, credible, and effective. It helps open doors to new conversations, partnerships, and international opportunities.

Most importantly, the recognition reflects the dedication of the people behind the business, the Woolcool team.

Why Other Businesses Should Apply

For Woolcool, one of the key takeaways from the experience is the value of applying for a King’s Award in the first place.

The process encourages businesses to reflect on their achievements, values, and impact. Beyond the prestige of winning, it can unite teams around a shared purpose and create a strong sense of pride across an organisation.

I believe that many businesses underestimate their own achievements and I strongly encourage others to apply. We have so many amazing businesses across Staffordshire who deserve this recognition.

Applying for the King’s Award builds credibility. It shows customers and partners that your business meets the highest standards and stands out in a competitive market. Just as importantly, it brings your team together, creating a shared sense of achievement that boosts pride, morale, and purpose across the business.

Innovation, sustainability, and growth come in many forms, and the King’s Awards provide an opportunity for businesses of all sizes to showcase the difference they are making.

Looking Ahead

While Woolcool is incredibly proud to receive the King’s Award for International Trade, the business sees this achievement as another step forward rather than a final destination.

It was our founder, Angela’s vision and creativity over two decades ago that brought Woolcool to life. There have been plenty of challenges along the way, however it is awards such as this which really cement our place as innovators in our sector.

As Angela puts it – “We are incredibly proud to receive the King’s Award for Enterprise in International Trade 2026, a recognition that underscores our long-held belief in the power of nature’s own ‘smart fibre’. Winning this prestigious accolade reaffirms the global potential of wool—not just as a sustainable alternative, but as a high-performance material capable of protecting the world’s most temperature-critical assets. Whether it is the distribution of life-saving vaccines to remote corners of the globe or the protection of delicate electronic components, our research has proven that wool consistently outperforms man-made alternatives. This award belongs to our dedicated Woolcool Team and reinforces our commitment to using renewable resources to meet the planet’s most urgent logistical and environmental challenges.”

We remain committed to innovation, sustainability, and pushing boundaries within the packaging industry.

This latest award celebrates not only what Woolcool has achieved so far, but also the opportunities still ahead. It recognises the contribution of the entire team, alongside the customers, partners, and supporters who have championed the company’s mission over the years.

Most importantly, it reinforces a belief that has guided Woolcool from the very beginning: Nature knows best.

Find out more about the King’s Awards.