Can the green movement save wool?
CAN the green tag reinvigorate wool demand?
That’s the question circulating around the industry as vertically integrated wool marketing company, The Merino Company (TMC), becomes the first wool licensee of the highly respected EU Eco-label ‘Flower’ and offers it to its retail clients.
The environmentally conscience label first hit European retail shelves in 1992 and at the beginning of 2009 more than 750 companies world-wide had been awarded the label as marketing managers attempted to benefit from the shiny green dollars by helping consumers find more environmentally friendly products and services.
Growth spiraled 18 months ago when around 230 new companies were added to the green store catalogue.
To become a licensee the credentials are tough, but in one promotional week in Denmark licensee holders reported a 600 per cent lift in sales.
It is this consumer response that Stefan Bernerius, manager of TMC yarns, says is why the Eco-label is a significant marketing tool.
"We recognise the importance placed on high quality natural fibres that...