Hype or Holy Grail?
Merino farmers need to be sure of their evidence if they are to embrace a regenerative agriculture label, says Lincoln University Professor Jon Hickford.
In a back to the future move, the 60-year-old company is returning to its original moniker Bremworth.
“At the centre of the new brand is the focus on natural fibre design and innovation to make home interiors and our planet, healthier and more sustainable,” explains chief executive Paul Alston.
“A key pillar of the company’s long-term vision to be a global leader in designing and creating desirable, high performing, safe and sustainable interior products, is its recommitment to focus on 100% pure New Zealand wool.”
In July, the company announced it was exiting the synthetic carpet market – a move that will reduce its use of imported synthetic fibre by 2.5 million kilograms a year.
Alston says the immediate focus is on introducing new products such as its recently released felted wool carpet and promoting the “true worth” of wool and all-natural fibres.
“We are also investing in R&D, pushing the limits of what wool can do and looking at how we can innovate nature’s miracle fibre into a next-generation material. We are excited about the future and our change for good,” he adds.
“Going all-in on wool is the right move for our business, our customers, our local communities and the planet. Wool is durable, safe, natural, renewable and proudly produced in New Zealand. Experience shows that, for design, innovation and performance on the floor, you can’t beat wool, particularly New Zealand wool.”
Altson claims that since the July announcement that it was exiting the synthetic carpet market and returning to wool, it had been “blown away” by the positive feedback from retailers, customers and the rural sector.
“We’ve received fantastic support from the wider industry – with developers, designers and architects just as excited as we are about the direction the company is heading in.”
Meanwhile, Cavalier chairman George Adams says the company has taken the first few steps towards a natural, more sustainable future.
“Being authentic is important to us and our transformation runs much deeper than simply exiting synthetic carpet production,” he says.
“It’s about becoming transformative thinkers, being united in our beliefs, introducing disruptive innovation, creating new product categories and incorporating sustainability throughout our design and manufacturing process.”
