11 Jun 2009

Carpet wool marketing venture nearly ready

1:09 pm on 11 June 2009

Elders Primary Wool expects to begin buying wool next month for its new carpet wool marketing venture in the United States.

The company has an agreement with CCA Global Partners, described as the world's largest carpet retailer, to supply New Zealand wool for luxury carpets and rugs to be made in the US.

At the National Agricultural Fieldays on Wednesday night it launched the new "Just Shorn" brand that will be used to market the carpets.

Managing director Stuart Chapman says the venture is just about ready to go.

He says the "Just Shorn" brand will be backed by tracing technology developed by AgResearch that he says will allow Elders to be the only wool company to meet the robust US sustainability certification standard for carpet.