NewMerino® sees its role as helping brands encourage the development and implementation of good animal welfare and land management practices on Australian merino farms through responsible sourcing.
This is achieved by providing an independently managed verification service and a ‘chain of custody’ through which supply can be facilitated in a cooperative and transparent manner using internationally recognised standards and codes of practice.
Being fully transparent and pro-active, it is structured to represent the interest of the brand from the beginning the supply cycle.
Independence is a core strength
NewMerino® is completely independent of, and has no financial connection to, any sector of the wool industry. Consequently we act without bias or conflict of interest.
We believe this to be a critical element if consumers are to have confidence in the claims made by brands and to ensure they do not see it as just ‘marketing spin’.
It is important to understand therefore that NewMerino® is different from others in that we are not:
- a wool grower
- a wool grower group
- a merchant or trader
- a topmaker, spinner or knitter and
- we do not take ownership of wool at any stage.
NewMerino® involvement in the commercial elements of the transaction is as a facilitator only.
Who sets the standards
NewMerino® does not attempt present itself as the expert or standard setter in all areas but rather, collaborates with industry NGOs and specialist organisations in the fields of breeding, animal welfare and land management to draw together the necessary skills, codes of practice and accreditation processes to achieve and document the agreed objectives.