EcoWool's mission is to initiate sustainability and support farmers by upcycling wool and fibre waste into usable, functional products that reduces greenhouse gas emissions and supports a thriving circular economy. Processing waste wool into viable products enables EcoWool to divert materials from landfill, burning, dumping and becoming a carbon source, into eco-friendly alternatives that conserve water, sequester carbon, reduce plastic and chemical usage, also providing employment in the green sector.

Additionally, EcoWool provides farmers with an outlet to sell their unusable wool. Some of the uses of raw, waste wool have included: soil amendment, oil spill cleanup, peat replacement, weed barrier, mulch, slow-release fertilizer, soil remediation, water retention medium, insect deterrent, hydro mulch replacement, growing medium. When wool is scoured (washed) more uses become available. Washed wool uses can include building insulation, weed barrier, oil spill mats growing medium, tree wraps, stuffing, bedding, fire retardant, plastic reinforcement, concrete reinforcement, acoustic mitigation, building materials.

Additionally, EcoWool has teamed up with NFP Matter of Trust, an organization based in California. Since 2000 they have been making oil-spill mats out of human hair. EcoWool is now an affiliate of Matter of Trust who has hubs across the globe. Each hub collects hair, in addition to other, localized materials that can be processed into products. This partnership opens doors to additional waste streams while engaging the wider population. A market research study and a greenhouse growth trial has begun through the Greenhouse Technology Network in collaboration with Brock University and Niagara College. Additional research will begin within the next 6 months into the potential to incorporating cannabis waste into the manufacturing process, broadacre and pasture growth trials. EcoWool is committed to utilizing Canada's waste wool, making it into viable products. Pre-petroleum natural materials such as wool were widely used in many areas and industries from agriculture to clothing, to pharmaceuticals. With a focus on waste wool,

EcoWool doesn’t anticipate targeting the clothing industry, but is going to focus on the indoor/outdoor/industrial use of natural fibres. Primary markets include: Custom Fibre Milling, Home Gardeners & Market Gardeners. EcoWool is currently in these markets with the aim of expanding into garden centres and retailers next spring.