1. To provide wool producers with a farmer friendly and efficient method of establishing and demonstrating that they are producing merino wool using a responsible approach to their sheep and the land on which they graze.
2. To provide retail brands with a credible verification system which will enable them to demonstrate to their customers that merino used in their garments has been sourced from responsibly managed farms meeting internationally recognized standards.
3. To assist brands overcome the disconnection between themselves and the farmers supplying their wool.
4. To provide provenance through full transparency and traceback documentation.