Marble Hill, Ga.—The Wool Industry Network, formed in July 2006 by Meat and Wool New Zealand and New Zealand Trade and Enterprise, is spearheading a strategic initiative to reposition New Zealand strong wool through premium fiber branding.

Following extensive research, discussions and planning, a new business with fiber sales capabilities will be operational by July 2008. The new organization will also offer creative marketing, public relations and sales training support.

Currently, the Wools of New Zealand brand still exists, its offices are still open and there is no change with manufacturers, officials noted. During the transitional phase, Wools of New Zealand partners will be able to use the Wools of New Zealand brand through 2008 and access space in the New Zealand Wool area at Surfaces.

The name of the new organization, the brand(s) to be used and all other related information are still being determined.

“The Network very early on identified the key problem as being that New Zealand strong wool is a niche product which continues to be traded as a commodity,” said Sue Sheldon, chairman for the Network. “This means its true value is neither recognized by the market nor realized in financial terms.”

Mike Jones, Network CEO, added one of the fundamentals to the success of the strategy will be unification of wool growers. “The importance of a united grower group behind a strong, market-led company supporting its fiber is imperative for the wider wool sector to thrive. Through the implementation of this strategy, New Zealand strong wool will be firmly repositioned as a premium fiber.”

For more information, call 706.579.1484.

(Editor’s Note: Stay tuned for updated coverage as more information is disclosed.)