Coded ear tags track carpet pedigree

Carpets with coded ear tags and invisible traceable thread will enable US buyers to view online messages from the farmer who grew the wool. Photo / Kenny Rodger

Wool marketing company Elders Primary Wool will sell carpets in the United States with coded animal ear tags attached, allowing the purchaser to see online video messages from the New Zealand farmer who grew the wool.

Elders launches its new Just Shorn carpet brand at a Las Vegas conference of flooring retailers next week.

The ear tags are part of its effort to reposition New Zealand carpet wool as a luxury, environmentally friendly alternative to synthetics and ultimately charge a premium for it.

Proving the fibre's origins is important and Elders uses an AgResearch-developed technology which puts an invisible, traceable thread into the wool.

The concept is not new. In 2008 merino wool clothing maker Icebreaker began putting a "baacode" on its garments, which the consumer enters online to view the product's story including interviews with the grower.

Karl Johnson, of Boston-based brand strategy and advertising agency Brand Content which developed Just Shorn, said telling the "farm to floor" story was a crucial part of capitalising on affluent US consumers' new desire for natural products.

On Monday Elders will unveil the Just Shorn marketing programme to the International Design Guild, a group of American owner-operator retailers who already sell a large proportion of wool carpets.

Wool makes up just three per cent of overall carpet sales in the US.

Johnson said most American consumers were not aware of carpet brands or even what their carpet was made of, and were guided by the recommendations of retail sales people and interior designers. Just Shorn would use a comprehensive retailer training programme, along with a strong internet presence to appeal to consumers.

The Elders' launch comes a day ahead of the major North American flooring expo Surfaces, also being held in Las Vegas.

Rival Kiwi wool marketing company Wool Partners International is launching its own luxury carpet brand Laneve at the event. Wool Partners has criticised Elders for lining up retailers before it has manufacturers to make the carpet.

Elders managing director Stu Chapman said the company was in discussions with manufacturers, and would have a better understanding of volumes and prices following the IDG launch.

"We definitely have manufacturers that are ready to go with us once we're able to supply them with more information."

Meanwhile Elders has signed a memorandum of understanding with the British Wool Marketing Board over sharing of technology and research and development efforts. This followed calls for greater co-operation among global wool interests, the company said.