A shift in the perception of wool?
05/08/2015
Craig Vanderoef told delegates: “We’ve spent 60 years trying to create something that already existed.”
More than 421 delegates from 22 countries and 268 attended the event, at which they discussed promoting 'ingredient branding’ as a way to connect with customers.
Outdoor and sports apparel is one of the fastest-growing markets for wool.
IWTO president Peter Ackroyd said: “Retailers require an inordinate number of questions to be answered by suppliers on matters relating to corporate social responsibility, environmental excellence, provenance and performance.
“The wool pipeline has invested time, effort and resources into answering these questions, and has consequently seen a shift in the perception of wool in the global marketplace.”
Dr Paul Swan, from Research at Australian Wool Innovation, urged the industry to invest in research, notably in Life Cycle Assessment (LCA) case studies, which allow the industry to build a body of technical evidence in support of wool.
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