Natural Tasmanian Wool is embracing the sheep to shop narrative as a way to promote the state's wool industry to the nation's biggest importer China and other countries next month.
China imports 80 per cent of Australia's wool and the new brand, NTW, is hoping to get a share of that number during a trade delegation in December.
Three hundred million kilograms of greasy was exported by Australia in 2018/19 and Tasmania makes about 3.1 per cent of the nation's wool.
Roberts general manager John Tuskin said NTW, under its global agribusiness Nutrien Ag Solutions, had been developing the brand for the last 12 months.
Rather than honing in on Merino wool, the brand will encompass a range of breeds and wool microns to export.
"The vision of Natural Tasmanian Wool is to be the leading sustainable and ethical Tasmanian wool brand in the world, under pinning the key values of authentic, sustainable, ethical, pure and excellence," he said.
"The reality is we are extremely fortunate to be able to grow wool literally on the edge of the world, with clean air, fresh water, lush pastures and rich soils."
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NTW will allow buyers to trace their wool back to the individual growers in Tasmania and vice versa, to ensure product consistency, sustainability and ethical practice.
This comes at a time where sheep farmers in other states are experiencing declining flock numbers due to drought, however Tasmania's 2.4 million sheep in 2018/19 is forecast to remain consistent next season.
Twelve growers under the new brand will travel to China, alongside the state government, for a trade delegation next month to promote the industry.
Over six days the group will meet with wool markets, spinners, weaves, knitters, traders and industry policy makers.
Primary Industries Minister Guy Barnett said more than 30 per cent of the state's exports were to China and $3.7 billion was generated by the trade.
He said the delegation had been briefed by ASIO but as the state had the fastest growing economy in the country, trade with China was part of the government's trade strategy.
"It's a key output and export market for the Tasmanian wool growers," he said.
"Launching the Natural Tasmanian Wool in China, for this new brand, is a fantastic opportunity to promote wool and wool growers in Tasmania from the sheep to the shop.
"Our wool sector here in Tasmania is a key part of agriculture and part of our economy."
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