What the brand stands for

100% Australian non-mulesed Merino

grown on responsibly managed farms





We supply wool with these attributes to satisfy a growing need from consumers for wool that is non-mulesed and can be demonstrated to have been produced on responsibly managed farms.

For consumers:

The brand is designed to inspire confidence and trust. It represents an assurance of authenticity and of ethical and sustainable farm practice.

For farmers:

The NewMerino® brand provides the opportunity to be recognised and rewarded as a professional wool grower willing to be totally transparent about their production management.

For retailers:

The brand represents an easy to use, simple and effective supply solution with full transparency. It also provides an established platform for retailers wanting to build direct and lasting relationships with the farmers who supply their wool.

The brand represents validity of product, provenance and process.

To see how easy it is for brands to use the NewMerino® system click the button below.

Three Easy Steps for Brands