Our Role2019-06-26T10:43:23+09:30

Services for Brands

NewMerino® sees its role as helping brands connect with a new generation of Australian merino growers who have embrace progressive attitudes toward animal welfare and sustainable land management.

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.

Being fully transparent and pro-active, it is structured to represent the interests of the brand and develop trusting relationships from the beginning the supply cycle.

Responsible supply from farm to yarn and beyond.


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 merchant or trader/exporter
  • a topmaker, spinner or knitter and
  • we do not take ownership of wool at any stage.

NewMerino has involvement in a commercial transaction as a facilitator only.

Facilitating Supply

Assisting brands understand the early stages of their supply chain.

Arranging selection and supply of greasy wool from responsibly managed farms.

Facilitating and verifying the processing through top making and spinning.


We audit the supplying farms to ensure they comply with internationally recognize standards, state laws and codes of practice for:

  • Animal welfare
  • Land management
  • Infrastructure


We maintain documentation of the transaction beginning on farm at the shearing shed, through the sale transaction, export, topmaking and spinning. This documentation trail is interlinked and verified via certified test results and an analysis of planned v actual processing performance.

This process ensures the integrity of the provenance claims, the ability to traceback to the supplying farms and the development of a farm story.

Certificate of Origin and Attributes

We provide the brand with a Certificate of Origin & Attributes at the completion of spinning.

This document is supported by interconnecting certificates at greasy wool export, topmaking and spinning stages.

Further detail re documentation available here.