A net wrap system is disclosed. The net wrap system moves wrap material for agricultural crop packages within a baler (10) with a wrap roller (30), the net wrap system comprising: a motor (24) secured to the baler (10), the motor (24) being configured to rotate the wrap roller (30); and a controller (28) configured to: cause the motor (24) to rotate the wrap roller (30) in a first direction (46), such that the wrap roller (30) moves the wrap material towards a crop package contained by the baler (10); and during application of the wrap material to the crop package, cause the motor (24) to one or more of brake the wrap roller (30) relative to the first roller direction and rotate the wrap roller (30) in a second direction (48) that is opposite the first direction (46), in order to stretch the wrap material. Furthermore, a respective method of operation is disclosed.