Wool producers from around the globe were out in full force at Surfaces seeking to make it known that their fiber is the best way to go “naturally green.”

At British Wool, the big news was the U.S. rollout of a major promotional campaign called the Wool Project. Spearheaded by the Prince of Wales, the project is His Majesty’s initiative to bring the natural and sustainable attributes of wool to the attention of textile buyers, retailers and, ultimately, the consumer. (For complete article, see page 5.)

At Wools of New Zealand, the organization is extending the natural, sustainable attributes of wool to include the ethical practices of growers and traceability back to the source. The accreditation of these sustainable standards is embodied in a new fiber brand called Laneve ( FCNews, Dec. 7/14, 2009), which made its official debut at Surfaces.

Wools of New Zealand is launching Laneve in partnership with 17 manufacturers and importers committed to sustainable excellence and traceability of the brand from farm through the finished product. Carpets and rugs offered by these partners and cobranded with the Wools of New Zealand and Laneve brands provide farm-to-floor accreditation that encompasses farming practices, animal welfare, sustainability, traceability, and environmental standards along with the quality and performance of the finished product.

Wools of New Zealand launched Laneve along with initiatives such as training programs and point-of-sales tools. Several CEU and training seminars were also presented, and new marketing brochures and materials were made available.

As part of the CCA Global Partners’ annual International Design Guild (IDG) retailers’ conference, carpets made from high quality, verifiable New Zealand wool under the Just Shorn brand were presented. The brand is part of a new partnership between New Zealand’s Elders Primary Wool and CCA Global Partners.

Responding to increasing calls by consumers for products that are verifiable as environmentally sustainable and made from only the highest quality products, the Just Shorn range of carpets and rugs are designed to satisfy the mid to high end of the carpet market, noted Stuart Chapman, managing director, Elders. “Proof of quality and integrity of any top-end product is essential to the end consumer and all parties involved in the value chain,” he explained. “Both CCA and Elders are committed to ensuring that Just Shorn carpets are made of the best wool and are created using the best global practices.”

These practices are verified through the use of technology. Verifi TT technology, invisible to the eye, is a uniquely coded fiber that is woven into the wool (at any stage of the production process). Using hand-held technology, manufacturers, retailers and consumers will be able to quickly check that the product they are being sold is exactly what it is claiming to be. This technology, Chapman noted, is protected by worldwide patents.

“The partnership with CCA ensures the Just Shorn story will be well communicated around the U.S., as will the messages about the natural, sustainable and healthy advantages of 100% wool carpets and rugs.”