Wednesday, 18 November 2020 08:55

Dispelling wool's myths

Written by  David Anderson
Paul Alston says wool is the forgotten fibre and we need to be telling it's story. Paul Alston says wool is the forgotten fibre and we need to be telling it's story.

Paul Alston believes that when comparing wool and synthetic carpets, wool wins every time.

 

“It is time we started dispelling the myths about wool,” he told Rural News. “Wool is a far better product. It is the forgotten fibre, and we need to be telling its story.”

Alston, as chief executive of Bremworth, is putting his company’s money where his mouth with its recent move to only produce 100% wool and natural fibre carpets.

“We didn’t believe we could be authentic about promoting the wool story if we were selling synthetic carpets and that is why we have moved to 100% natural fibres only,” he says.

Alston believes the key to telling the wool ‘story’ is reconnecting with consumers.

“It will see us heavily promoting wool’s benefits to consumers, as well as incentivising retailers,” he explains. “Science will also play an important role. We have to back up all our claims with the appropriate science and research.”

Alston says the company is already working with MPI’s Sustainable Food and Fibre Fund (SFF) in regard to things such as the superior odour, staining and fire-retardant properties of wool carpets compared with synthetics.

Alston concedes that while strong wool growers in NZ are facing tough times with record low prices, he believes that there is a good future. “The reality 60% of NZ’s strong wool goes into soft flooring, so if more people buy wool carpets – wool prices will increase.

“The industry needs a north star that it can rally behind and follow.”

Alston hopes that Bremworth’s move to 100% wool and natural fibres will be the NZ wool industry’s ‘north star’ and a catalyst for change.

He claims that the company’s move to 100% natural fibre is already creating waves in the industry – with reports of competitors following suit.

“NZ is the best at making wool carpets; we cannot compete in size and scale in synthetics. We need to concentrate on what we do best.”

Alston believes the world is ready as sustainability becomes a more and more important factor in consumer decisions.

“It takes something likes 22,000 plastic bag equivalents to carpet a house in synthetic carpet. In the US, around 5% of landfill is taken up with synthetic carpets,” he explains.

“That is not sustainable; things have to change – wool is the answer.”

More like this

Bremworth opens retail store

In what is believed to be an industry first, wool carpet manufacturer Bremworth will open a retail store in Auckland.

Clarity wanted over wool directive

Meanwhile, a new Government directive to prefer the use of woollen fibres in its buildings has the potential to transform the rural sector, according to Bremworth.

Featured

Sheep drench resistance costly

Analysis by Dunedin-based Techion New Zealand shows the cost of undetected drench resistance in sheep has exploded to an estimated $98 million a year.

Dairy sheep and goat turmoil

Dairy sheep and goat farmers are being told to reduce milk supply as processors face a slump in global demand for their products.

Hurry up and slow down!

OPINION: We have good friends from way back who had lived in one of our major cities for many years.

National

Knowing bugs means fewer drugs

A mastitis management company claims to deliver the fastest and most accurate mastitis testing available at scale for New Zealand…

Machinery & Products

AGTEK and ARGO part ways

After 12 years of representing the Landini and McCormick brands in New Zealand, Bay of Plenty-based AGTEK and the brands’…

100 years of Farmall Tractors

Returning after an enforced break, the Wheat and Wheels Rally will take place on the Lauriston -Barhill Road, North-East of…

JD unveils its latest beast

John Deere has unveiled its most powerful tractor ever, with the launch of the all new 9RX Series Tractor line-up…

Biggest Quadtrac coming to NZ!

In the biggest announcement that Case IH Australia/New Zealand has made around its tractor range, its biggest tractor is about…

» Latest Print Issues Online

The Hound

Why?

OPINION: A mate of yours truly wants to know why the beef schedule differential is now more than 45-50 cents…

Fat to cut

OPINION: Your canine crusader understands that MPI were recently in front of the Parliamentary Primary Sector Select Committee for an…

» Connect with Rural News

» eNewsletter

Subscribe to our weekly newsletter