WHEN Peter Vandeleur started up a traceable integrated raw Merino wool supply chain five years ago, he knew that success would lie in attracting retailers.
Market signals confirmed that brand owners wanted to be able to differentiate their products and the ability to trace supply back to its orgin was in demand.
This was the catalyst for NewMerino.
Fortunately for NewMerino, which this week signed a binding agreement with Australian Wool Innovation (AWI) to work together to market traceable wool to Europe and United States, the customer demands predicted by its chief executive have come to fruition.
Over the past 12 months NewMerino – a business of E-Wool – has achieved marked increase in interest from international brands wanting to secure traceable 17-21 micron Merino wool from Australia.
“I really feel that in the next 12 months things will take hold,” Mr Vandeleur said.
NewMerino is now set to embark on its next stage of growth, with the relationship with AWI set to build links between retailers seeking certified and traceable Merino wool, in particular wool from non-mulesed sheep.
“We can now use the AWI sales network to communicate with brand owners and work together to build demand for Australian wool,” Mr Vandeleur said.
Mr Vandeleur sees scope to bridge the understanding gap between wool producers and brand owners by introducing the parties to each other so they understand the issues each face.
That understanding will enable NewMerino, which will soon have access to more brand owners, to capitalise on growing global demand for traceable products.
Australian Wool Innovation chief executive Brenda McGahan said AWI’s deal with NewMerino was part of responding to rising demand for traceable wool from retailers.
“Given the location and expertise of our staff, AWI is in a unique position to facilitate such arrangements,” Ms McGahan said.
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.
Mr Vandeleur approached AWI for marketing and assistance to support his quality assured supply chain.
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