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Beyond the Bale : March 2013
17 OFF-FARM WOOLMARK APPAREL CARE PROGRAM has earned the certification of the trusted Woolmark logo. For more than three decades the Belgium-based company has been devoted to developing and producing effective and ecological washing and cleaning products made from plant- based and mineral ingredients. The ingredients which constitute Ecover’s laundry detergent are appropriate for the easy care of wool and the company’s ecologically sustainable practises are in-line with those of AWI, working harmoniously with the marketing of wool being a natural, renewable and biodegradable fibre. AWI category manager – Apparel Care Group, Cathryn Lee, said Ecover’s laundry detergent allowed for ease in laundering wool items as consumers would be confident they were using a product which has been tested to be safe for laundering wool. “The Woolmark Apparel Care program is about providing consumers with tools for laundering their wool apparel which have been tested as suitable for washing wool without causing damage” Ms Lee said. “It also seeks to show consumers that caring for wool textile products is easy. “The current program seeks to co-ordinate AWI activities in apparel care to address negative consumer perceptions through investment in marketing, education and R&D.” The Woolmark Apparel Care program has an established reputation. The program was introduced for washing machines in 1968 and for detergents the following year. Other products have been added to the program over time. More information: www.woolmark.com www.ecover.com FAST FACTS l The Woolmark Apparel Care program helps provide consumers across the world with the confidence that wool products are easy to care for. l Apparel care products (such as washing machines, tumble driers, irons and detergents) which are Woolmark-approved are ideally suited to the job of caring for wool products. l Ecover produces a laundry detergent Delicate, available in Australia, which is approved by the Woolmark Apparel Care program. Across the world, there is often a misconception that wool apparel can be difficult to launder, which acts as a barrier to consumption. AWI’s Woolmark Apparel Care program aims to counter these views and improve the quality of the consumer experience with wool, to increase the demand for Australian wool. The program provides consumers with the confidence they need to care for their wool items. Products bearing the Woolmark symbol offer this reassurance and help consumers identify quality laundry products. The Woolmark Apparel Care program allows for the Woolmark brand to be licensed for use on washing machines, tumble driers, irons, detergents, fabric softeners and bleaches for domestic use. All products are tested by independent laboratories, authorised to carry out Woolmark testing. Apparel care product manufacturers that become a Woolmark Apparel Care licensee are authorised to use the world-famous Woolmark logo on any of their products that meet the appropriate specification. One such manufacturer is Ecover, which has been a Woolmark licensee since 2002 and produces an ecologically sustainable laundry detergent suitable for wool fabrics. Available online and via health and independent supermarkets in Australia, Ecover’s Delicate laundry detergent adheres to Woolmark’s strict specifications and criteria and Apparel care products which bear the Woolmark logo – such as Ecover’s Delicate – offer consumers reassurance that a quality product has been purchased. March 2013 BEYOND THE BALE