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Beyond the Bale : June 2013
fAst fActs l AWI has launched a ‘Woolmark Nurture’ brand to help increase the use of Merino wool in the lucrative market for baby and infant apparel and bedding products. l Products certified under the Woolmark Nurture program meet stringent standards. l Famed photographer Anne Geddes has created a stunning new image exclusively for AWI to accompany the promotion of the brand. acritical part of AWI strategy is to develop new markets for Merino wool – especially those markets that highly value Merino wool’s natural attributes, and in which consumers are prepared to pay premium prices. The market for baby and infant wear is an important example of such a lucrative market, and AWI’s “Mothers and Babies” program is helping to drive demand for Merino wool in this market. The AWI program funds product development, 13 off-fArm June 2013 BEyond thE BalE marketing and scientific research into Merino wool’s attributes. The program recently launched a new brand – ‘Woolmark Nurture’ – backed up by Woolmark product specifications that enable Woolmark licensees that have OEKO-TEX® Standard 100 (or equivalent) certification to use the Woolmark Nurture brand as an independent quality endorsement of the licensee’s certified products. The diameter of the Merino wool fibre in certified products has an upper limit for each product category to ensure the products are comfortable for babies. For instance the upper limit for next-to-skin apparel is 18.5 micron. Certified products must pass other requirements including colour fastness. To help promote the brand, AWI has once again teamed up with famed photographer Anne Geddes to produce a stunning image to support this new quality certification. “We are thrilled to once again be working with Anne Geddes to promote wool’s story and the health benefits associated with its use in this category,” AWI’s Category Manager – Mothers and Babies – Carol Stubbs said. “The beautiful image created by Anne of a newborn resting peacefully amongst a recreation of the iconic Woolmark logo, made form pink wool top, perfectly represents the essence of Woolmark Nurture. “Anne’s attendance for AWI at the Sydney Royal Easter Show (see page 20) and a series of videos she helped produce on the health and safety of Merino wool and young children once again allows for a trusted face to be put with this sensitive and emotionally driven market.” The Woolmark Nurture brand uses the widely recognised Woolmark symbol but has its own branded labels and tickets available for licensees. The program receives wide marketing support from AWI’s network of global account managers. More information: www.merino.com View videos of Anne Geddes promoting wool on the Woolmark channel on youtube at www.youtube.com/woolmarkonline famed photographer Anne Geddes created this image to accompany the promotion of the new ‘Woolmark nurture’ brand. New Woolmark Nurture brand