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15th December 2009, Sydney

Traceable Merino targets US and European retailers

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.

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