Josie Morris MBE

Catch Josie Morris on Do Radio: Making Stuff up with Jon Kaye and Alan Wick 27th July - 2nd August 2026.

Josie Morris MBE is the CEO of Woolcool, a second-generation family business using sheep’s wool to create natural, sustainable insulated packaging for food, pharmaceuticals and temperature-sensitive deliveries.

Founded by her mother, Angela Morris, Woolcool has grown from a practical packaging innovation into a purpose-led manufacturing business with a clear environmental mission: to replace synthetic insulation materials such as polystyrene with a renewable, reusable and recyclable natural alternative.

Josie has helped lead the company through growth, B Corp certification and wider recognition as part of the sustainable packaging movement. Her work sits at the intersection of manufacturing, innovation, family business, sustainability and the circular economy.

She is also active in regional, national and international business groups, including work connected to export, enterprise and responsible business. In 2021, she was awarded an MBE for services to manufacturing and the environment.

For Tomorrow’s World, Josie brings a story about rethinking waste, building a values-led business, and proving that one of the oldest natural materials can still help solve some of the most modern commercial and environmental problems.