15 December 2009, Sydney - Australian Wool Innovation (AWI)
and NewMerino, a brand of Australian merino wool grown by professional wool
producers using sustainable farming systems and holistic animal welfare
standards, have joined forces to develop new market opportunities for
Australian Merino wool in Europe and the USA.
The marketing expertise and local knowledge of AWI’s global
sales network has been joined by the certified traceability system and raw wool
supply at NewMerino. The development aims to open up another line of supply for
Australian wool, particularly for retailers and brands looking to source the
natural and renewable fibre from its place of origin on Australian farms.
NewMerino CEO Peter Vandeleur approached AWI for marketing
and assistance to support his quality assured supply chain. AWI CEO Brenda McGahan
said she was happy to help anyone sell more Australian wool.
“We aim to re-ignite the demand for wool with a renewed
focus on marketing. AWI is working the sweet spots of the supply chain to
re-ignite demand for fine wool in the apparel trade and broader and cross bred
wool in the interior and non-apparel sectors.”
“We are well aware of the rising desire for traceability
from retailers and we welcome the initiative by NewMerino. Given the location
and expertise of our staff, AWI is in a unique position to facilitate such
arrangements,” Ms McGahan added.
NewMerino involves individual woolgrowers and processors who
work together through the wool pipeline to ensure the quality attributes of
Australian Merino wool required by brands and retailers are maintained with
full integrity and trace back.
“Access to AWI’s global and local expertise across a network
is very valuable for us. I am pleased to report the first response from
retailers has been very positive,” Mr Vandeleur said.
