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Beyond the Bale : June 2017
German mountainwear company and Woolmark licensee ORTOVOX is using the stories behind Tasmanian wool-growing properties to help market its large range of Merino wool products. ORTOVOX SHOWCASES ITS MERINO WOOL FROM TASMANIA Founded in 1980 in Munich, ORTOVOX’s philosophy since 1988 has been “always wool”. Since then, the company has grown in size, now selling its products in more than 1,750 stores across Europe, North America and Japan. Transparency and traceability are a top priority at ORTOVOX when it comes to the origin of the wool it uses in its products. The mountain sports supplier knows exactly where its wool is grown and maintains close relationships with the farmers that supply it. The source of ORTOVOX’s Merino wool clothing lies in six selected properties in Tasmania (see opposite). In April, to coincide with the launch of its spring/summer 2017 range, the company started using new marketing material that showcases the sheep, the farms and the Tasmanian woolgrowers behind the fibre. The marketing material – including videos and imagery – is available on the ORTOVOX website at www.ortovox.com and is also being used in-store in the form of point of sale material and window displays. “When consumers enjoy a glass of wine, they know where it comes from. Similarly, they also know where their fruit was grown. Now they are also becoming increasingly interested in knowing where and how the fibre in their clothing is produced,” said ORTOVOX Head of Mountainwear, Thomas Moe. “Through ORTOVOX’s ‘Merino from Tasmania’ campaign, we are providing a comprehensive insight into the production of the Merino wool that we use. With reports, farm profiles and videos, we tell the story of animal and man, a story characterised by friendship and a sense of responsibility. “We completely trust the six farms from which we source our fine Merino fibres – our most important raw material. As well as producing quality wool in a beautiful environment, they treat their sheep so well that we can process and wear their wool with a clear conscience. “It is important to us to stay in contact with the woolgrowers and their families, so ORTOVOX employees often make on-site visits to receive and provide feedback, which helps ensure productive and cooperative relationships.” The ORTOVOX website includes information on the rest of ORTOVOX’s supply chain, from shearing through to garment production. “At ORTOVOX, a lot of effort is put into ensuring consumers receive a high-quality product that they can enjoy for a long time. To this end, we take charge of quality assurance over the individual steps spanning from the Merino sheep to product delivery. “We are also proud to be a Woolmark licensee and work closely with AWI. Our company and many of our textile suppliers receive briefings from AWI on R&D and product development matters – most recently in April during our visit to Australia to see the Tasmanian wool- growing properties.” The ORTOVOX website provides direct links to the company’s product range and online store (dependent on where you are located in the world). MORE INFORMATION www.ortovox.com Dave Taylor of ‘Kenilworth’ near Campbell Town in Tasmania sells half of his clip to ORTOVOX. 12 OFF FARM
In the Shops - September 2017