A new way for Australian merino wool
15/12/2009
Australian Wool Innovation (AWI) and NewMerino, a brand of Australian merino wool grown by producers using sustainable farming methods, have joined forces to develop new market opportunities for Australian merino wool in Europe and the US.
The two organisations believe the marketing expertise and local knowledge of AWI’s global sales network and the certified traceability system and raw wool supply at NewMerino will prove to be a powerful combination.
NewMerino’s chief executive, Peter Vandeleur, approached AWI for marketing and assistance to support his quality-assured supply chain and his counterpart at AWI, Brenda McGahan, said she was happy to help anyone sell more Australian wool.
She explained: “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.”
For his part, Mr Vandeleur said that the first response from retailers to this initiative had been “very positive”.
Share this story:
