Forensic Integrity

It is the start of 2016 so I predict ever increasing scrutiny of supply chains to ensure that social and environmental values are not compromised in the supply of products and services to consumers, wherever they are and wherever stuff originates.

Starting with the luxury brands, as always, there is a growing demand for complete transparency. We are going to see more labels asking for trust and we are going to see more activist shooting down the tall poppies.

Several years ago we started Laneve, working with a few trusted partners to provide wool carpets and textiles from managed and transparent value chains. At the time we thought transparency was key, but really transparency is just a tool that proves integrity.

As we move beyond a few partners wanting to build trusted brands to a world that must have trust, thanks Volkswagen for making this point loud and clear, we now need to move beyond paper trails and use science to back up claims on origin, provenance and therfor integrity.

Wools of New Zealand have partnered with Oritain to scientifically verify that the products made from our wool have not been tampered with or dumbed down.

This video says it best..

Oritain with Wools of NZ – Fine Cut (1) from Mathew Bartlerr on Vimeo.

Travel New Zealand - Sheep Farm

Flock of sheep, New Zealand.

WOOL | THE NATURAL CHOICE

Wool creates the ideal habitat for homes and offices.

There are so many reasons why New Zealand wool is the perfect material for humans to live with.  Here are a few of the top reasons why wool offers a superior experience than any other finer, natural or man-made.

QUIET & COMFORTABLE – Wool textiles absorb noise and create warmth making your home or office the perfect place for relaxation, concentration and play.  Wool fibres come is a vast array of microns and crimps meaning it absorbs a higher range of frequncies than other flooring materials.

SAFE & ALLERGY SAFE – Wool carpets act as a natural air filter, trapping allergens such as dust and pollen and keeping them out of the breathing zone.  Wool is great for asthmatics as it cannot be digested by dust mites, the main cause of asthma and actually reduced humidity with a room.

CLEAN AIR – Wool absorbs indoor contaminants and purifies the air of harmful gases locking them away for up to 30 years.

OUTSTANDING QUALITY – Wool carpets are renowned for long-lasting good looks and have many inherent qualities that assure performance is locked in. A wool fibre can be bent 20,000 times and bounce-back to its natural shape meaning carpets will look great for years and years.

NATURAL – Wool is rapidly renewable, with each sheep growing a new fleece every year. Wool is biodegradable and full of essential nutrients that plants love. Wool carpets can be returned to nature or recycled into new products.

SUSTAINABLE – Wool is the only widely available carpet fiber not made from oil.

Our wool, Wools of New Zealand wool is a sustainable material which is completely renewable, biodegradable and responsibly grown by farmers who care.  We take special care of the land, the animals and the people so we can keep growing wool for another few thousand years.

Notice below how the most elegant interiors rely on a carpet for quiet and comfortable spaces.

D-Dining-Room-893x1024

wool floors are quiet

Chateauesque Jewel, an entry in the SBID design awards 2015 by Regina Sturrock Design Inc. 

Einstein and Spherical Sheep in a Vacuum

Today is Albert Einstein’s birthday, and weirdly there is no Goggle Doodle celebrating the great man?

Albert Einstein

Albert Eintein

With no Einstein we would not understand the curvature of space and time, we would not know how to bend light and we could not colour wool to be purple using surface Plasmon Resonance, What a dull place the world would be.

Its 135 years since Albert Einstein was born,  at that time the light bulb, which has become a symbol for new ideas, was about to be demonstrated.  Science was about to take us from the industrial revolution into an incredible period of human enlightenment.

Science can now do anything with wool.  Providing we use a spherical sheep inside a vacuum. (Science joke there)

We are however at the start of the next great period in human history when we take the enormous accomplishments made by science and use that knowledge to create a world that is a better place for all of its inhabitants.

The next revolution is about finding ways to deliver luxury without burning through the world’s resources.  We are exploring how we can use science to turn the clock back to 1879 before the world became dependent on oil and to re-invent technologies using rapidly renewable materials, like wool.

Integrity and happy sheep

Happy SheepNew Zealand has a reputation for producing clean white soft lovely wool.  Recently via Facebook someone asked “Yeah that’s all OK but how do you treat the sheep?”

I think this was a fair question, although it did get some social media responses as it was read as a little insightful by some.

The short answer of course is “Really well” Our farmers want their animals to be healthy and happy.  They sign up to a wool growing integrity programme with important rules on the environment, social responsibility and Animal Welfare.

Our animal health and welfare manual has firm objectives to ensure that our wooly friends are provided with five basic freedoms.

1. Proper and sufficient food and water.

2. Adequate shelter.

3. The opportunity to display normal patterns of behavior.

4. Physical handling in a way, which minimizes pain or distress to the animal.

5. Protection from and rapid response to any significant injury or disease.

Our wool growers are very aware that if carpet buying people have uninformed views on animal treatment it can put them off purchasing animal fibres.

The growers’ practices are externally verified through an audit process, which they gladly do in order to qualify for our Integrity programme.

Farmers tend to be animal lovers, they don’t want to see any animal suffer and they know that healthy happy sheep grow better wool.

Happy Sheep in New Zealand

Happy Sheep

Wool Season

It’s Friday afternoon, the last friday before Christmas.

This will be the last WoolBlog post for 2013.   The blog has been found 27,844 times as I write this.  You might be visitor number 27,845 (sorry no prizes).

A friend sent me a Christmas message today with the picture below.  Although obviously missing one of the best opportunities of the year to send sheep pictures about, I think this is a brilliant reminder of why we need natural and therefor biodegradable products.

Where are the sheep!

Where are the sheep!

After we unwrap our presents next week lets all recycle the packaging.

It’s time to put down your iPad, turn off your PC, Put the phone on silent and go have a brilliant festive season with the things that really matter – the people you care about.

Look forward to more sheep antics and sustainable woolly rants in 2014 – thanks for reading WoolBlog

Choose Wool

Choose Wool

Purple Sheep goes all out in an 80’s Wham tribute.

This Christmas Choose Wool,  But first enjoy Purple Sheep’s 80’s style Wham tribute to “Last Christmas”

Give Me Reasons!

Give me a reason or just **** off.

I’ve noticed a surge in spam and general electronic clutter.  It is annoying me!   Rather than making a song and dance I thought I’d just blog.  It’s not just spam, too many people are generating meaningless content.

When we are the creator of anything we take on responsibility to create something that matters.  If it has no reason that will benefit the reader it should simply not exist.

Are you creating content to entertain, to inform, to rally for a cause, or are you just creating noise to get seen and to increase your fans and followers?

Don’t tweet unless you have a profound statement.  Only recommend followers that create brilliant content, and tell your followers why.   This will get you followers that follow you for your insights and high-quality connections.

Don’t ever send me an email to try and sell me something, especially not digital marketing services.  If you knew about marketing you would phone me (yourself, not your Asian call centre).

You probably get the message..  Junk gets ignored and puts you in the trash can.

Lets all strive to pull not push.   Create something wonderful and put it out there, followers and customers will come.   Don’t create beige content and spam people who don’t care.  It does you more damage than you realise.

This goes for real world stuff too.  Lets create lovely woolly things that people will cherish.  Lets create stuff that is worth re-tweeting.

Please leave your spam in the field provided below.

sheep spam protest

Please don’t create clutter.