World class merino wool draws Italian journalist

October 8, 2009 - For immediate release

Three of Italy's most prominent fashion and business journalists are coming to New Zealand next week to discover the story behind the Merino demanded by the world’s leading luxury fashion labels like Armani.

The noted Italian journalists Laura Asnaghi (La Repubblica), Maria Luisa Bonacchi (Corriere della Sera, Style and Dove) and Walter Mariotti (Sole24Ore), will be arriving in Christchurch on October 11 for a week-long visit to the South Island’s Merino country.

REDA, Italy’s luxury woollen fabric manufacturer since 1865 and The New Zealand Merino Company (NZM), are co-hosting the Italian VIP’s to build understanding of merino as a noble fibre produced with passion, craftsmanship and exacting quality.

NZM CEO, John Brakenridge, says the visit coincides with the recent finalisation of an historic deal REDA made with NZM that will see REDA break from tradition and buy their New Zealand Merino exclusively from Zque qualifying fibre, a New Zealand Merino initiative, for their luxury suit customers.

Mr Brakenridge says Zque is NZM’s integrity brand that champions sustainability for the New Zealand Merino industry and its partners.

“Zque was first to provide traceability of merino fibre back to origin and assurance of ethical production while still holding firm the superior performance benefits,” he says.

REDA has purchased around $15 million worth of New Zealand merino over the past three years alone and the new contracts demonstrate an ongoing commitment. These contracts are now approximately 20% higher than the equivalent types at auction.

“REDA is exceptionally well reputed globally for its wool mastery and once again they’re demonstrating their forward thinking by bringing these journalists to New Zealand. Their direct experience with REDA farms in New Zealand has helped them develop a profound knowledge and respect for Merino farming, the environment, the people.

“By providing journalists this experience they are showing the world the passion and integrity behind their brand and product,” Mr Brakenridge says.

He says for NZM the new contract with REDA represents years of persistence and passion from New Zealand merino growers.

“Twelve years ago wool was wool. Merino growers were frustrated with the commoditisation of their fibre and decided to brand and differentiate globally. Zque is an example of the value of their investment in marketing and innovation,” Mr Brakenridge says.

REDA owner, Mr Francesco Botto Poala, says he is excited about the new contract with NZM and next weeks visit as both events represent a pioneering step forward for the luxury brand.

“Since 1865 all our fabrics have been produced exclusively in Italy. Quality has always been the key at every step from the fleece to the finished fabric. But today, consumers are increasingly concerned about sustainability and traceability of products and the Zque Merino fibre delivers all these.

“By using New Zealand’s Zque qualifying fibre we are ensuring the ongoing success of the retail markets. We are convinced genuine products that have heritage, integrity, creativity and craftsmanship from Italy and New Zealand are a winning combination.

“This is a real story and we want to tell our story. It starts here on our farms in New Zealand,” Mr Botto Poala says.

During their stay the journalists will visit two of REDA’s three Merino stations and sample the best of the South in terms of luxury tourism.

ENDS

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