Impressed by Carrfields Primary Wool carpet launch

CP Wool representative Richie Hurring (left), Primary Wool Co-operative chairman Howie Gardner, Trevor Peters and Carrfields managing director Craig Carr at the Just Shorn launch in New York. Photo / Supplied

Trevor Peters admits he was a bit sceptical before he headed to New York for the launch of Carrfields Primary Wool's Just Shorn range of wool carpets and rugs.

But once there, the Otago farmer was ''pretty impressed''.

A group of farmers attended the launch last month, along with New Zealand Trade Commissioner-Consul General Beatrice Faumuina.

Mr Peters and his family operate Peters Genetics, a large-scale farming operation in Otago, running about 32,000 ewes.

Having been farming a long time, he had heard various initiatives in the wool industry before that ''never got ticked off'' and wasted money.

But he was very motivated by what was being done by Carrfields.

''This time, I believe we are on a winner,'' he said.

He said the quality of the rugs and carpets was ''just amazing'' - ''the colour and texture was just unbelievable'' - and he was also amazed by the people they met.

''The people we dealt with wanted to be in bed with us, they wanted to be part of us. That's what I took out of it.''

Carrfields managing director Craig Carr said the farmers attending were ''immensely proud'' to see the finished carpets and rugs, which were now available from United States luxury flooring specialist Carlisle.

The event let growers see carpets made from their wool presented on an international platform to an audience which included media, interior designers and Carlisle sales specialists, Mr Carr said in a statement.

''Our growers got to see first-hand that their wool is a truly premium product that is in high demand at the exclusive end of the market in the US. It was a very proud moment for them.''

On the launch day, the farmers were given a tour of One World Trade Center, rebuilt on the Twin Towers site.

The New Zealand contingent was the first group to be permitted to tour the building.

Growers were then introduced to celebrity interior designers Mark Brunetz, Jennifer Bertrand and Lonni Paul, who were involved in developing the new range and charged with producing new concepts every quarter.

Under CP Wool's partnership with Carlisle, the Just Shorn range of carpets and rugs was now available through six showrooms across the US.

Carlisle, known across North America for its timber flooring, recognised the potential for New Zealand wool carpet among its customer base, Mr Carr said.

A key area of opportunity identified was in the luxury apartment market in New York where 80% of a residence's floor area must be covered in soft flooring to reduce noise.

ANZ's latest Agri Focus said US import demand for woollen floor coverings had posted its fourth year of growth as housing activity continued its steady recovery.

The US was the largest importer of wool floor coverings and New Zealand strong wool was estimated to be used in 45% of all wool carpet used there.