Innovation in wool - exporter

Christchurch wool exporter says his business is proof the industry is being proactive and adding value to farmer returns.

H. Dawson Farm Direct managing director Keith Cowan, who is also a member of United Wool Marketers, recently hosted two groups of Australian floor retailers to promote his Pure South carpet range.

The Pure South plush carpets would be launched in Australia in two weeks, and then in New Zealand, and he has plans to launch the Texel wool-based yarn carpets in the United Kingdom but that will take about another 12 months.

Farmers supplied 100 tonnes, for which they receive a $1 a kg premium over the current market price.

"You hear a lot of claims the existing wool industry is hopeless and not doing anything. That is not true but, unfortunately, what we are told," he said in an interview.

H. Dawson was aligned to United Wool Marketers, a group of merchants, brokers and exporters seeking greater promotion of wool at retail level, something they say the proposed Wool Partners International would not achieve.

Wool Partners International, the result of an industry and Government-funded study into reviving the wool industry, proposes rebranding crossbred wool and linking users with growers.

That strategy has not received universal support and United Wool Marketers was formed in opposition.

Mr Cowan said Pure South had shown a need to educate consumers and retailers about the merits of wool.

Some consumers thought sheep died once they were shorn.

Farmers had to start thinking about where wool went and what qualities were needed when it came off the sheep, he said.

The wool he sourced from 50 Texel breeders and their selected clients had to meet strict specifications.

It was tested for bulk and farmers were required to shear when the wool met length specifications, not necessarily when it suited them.

Carpet yarn was manufactured at Christchurch Yarns.

Mr Cowan said the Pure South carpets were plush products which needed bulky wool and were clean and white.

Retailers there were optimistic consumers would be receptive and he expected it would take production from 100 tonnes of Texel wool this year to 300 tonnes should the UK venture meet expectations.