Future Materials.

Remember Crumbwool?

Crumbwool is a carpet underlay which is the result of a partnership between Wools of New Zealand and Anglo Recycling.   It’s made from 100% recycled content,  Wool carpet off-cuts and discarded car tyres.   The proceeds go towards the Woodland Trust.

Its a nice story that underpins the integrity of the world’s most sustainable wool (Laneve)

Actually that’s a bit modest,  Creating Crumbwool meant developing a dedicated machine and some quite remarkable logistics and industry arm twisting.  Anglo Recycling worked a minor miracle to make this possible.

We built the Crumbwool story for the right reasons.  We did not do this for fame, we did it for integrity and to build value.

Now Crumbwool has been listed by Future Materials magazine in its top 100 innovations!

So we are getting noticed, for the right reasons.  The website is www.crumbwool.com

crumbwool creation

Crumbwool is created

Creating Magic

Make your process part of the Story

People want transparency; they want to know what it is made of and who made it. But why?

People want to trust, to feel safe, and to know they got something of value.
Mostly people hate to be ripped off. If you cannot see the value chain, you can’t see the value. How do you trust something that is kept secret from you?

But there is a line. Take Crumbwool underlay. People want to know it is made in the UK from sustainable materials and they help the planet by choosing a sustainable product. But do people really want to see factories? Is it better to keep a little bit of mystique and magic?

We have to remember that a process is just a process; it is not the final product. Products sell when they deliver real benefits to the people that use them. But what if we turn a process into a story?

The wool in Crumbwool gives it sound insulation, heat insulation and it makes it super bouncy. A home with spongy floors that are fire safe and absorb nasty chemicals is part of delivering a customer experience. When your product is invisible as its end up literally under the carpet the message has to be even stronger.

Rather than pictures of a factory, no matter how clean and modern your factory is why not focus on the magic.
I decided to draw a picture of the Crumbwool Creation Process.

The Magical Crumbwool Creation Process

crumbwool creation

Crumbwool is Created

crumbwool tyres

The Amazing Magical Crumbwool Process


Busy – Woolly woolly busy!

It has been weeks since my last post!  Whoops!!  It seems I got busy and distracted on other things.  January is a frantic time in the wool industry, the cold weather in the northern hemisphere reminds people that soft furnishings and wool carpets are perfect for comfort and warmth so we all get busy fighting for attention in the ever diminishing retail space and ever more crowded digital space.

But also it’s Domotex time.  Domotex is the worlds largest flooring event held in Hannover each year.  For us wool people this is a four day opportunity to engage with the decision makers of the global carpet industry and to remind them why they need lovely New Zealand wool in their spinning mills, carpet factories and products.

Busy too putting some updates into our UK consumer website..  www.wools-nz.co.uk

It is only January and already 2013 is shaping up to be very, well, busy.    The increasing demand on limited resources makes being busy a very easy thing to do, but busy doing what.

One word becomes increasingly important as we start frantically juggling projects and opportunities – FOCUS.

Setting priorities and focussing on the customer experience has become critical.  All the many projects going on in the wool-sphere now only get priority if they demonstrate a clear commercial return.

Any noob can build a website – How do we make a site that is clear, precise and educates in order to build sales?

Any needle punch plant can make felt – How do you make carpet underlay that enhances the experience of the interior, diverts carpet offcuts from landfill, rescues old tyres and saves native woodland like Crumbwool?

Any farmer can grow wool,  how do we get superior quality wool that is grown with a very specific end use and customer in mind promoted in the UK’s most exclusive independent retailers?

Well actually all that stuff is happening now, but we have just gotten started building the ultimate wool experience.  This year is going to focussed and BUSY.

Below is Laneve wool on display at Domotex,  underneath is sustainable Crumbwool underlay and via the mural visitors could even experience the origin of the world’s must beautiful and natural textile fibre..


Biscayne by Crucial Trading with Crumbwool underneath.