Uruguay must invest in marketing its fine wool: IWTO

18 Jan '14

2 min read

The South American country of Uruguay produces all varieties of high-quality wool demanded by international consumers, however, the international market is unaware and the country needs to invest in marketing the fine quality wool it produces, said International Wool Textile Organization (IWTO) president Peter Ackroyd during a meeting at the Uruguayan Chamber of Commerce for National Products (CMPP) in the capital city of Montevideo.

Mr. Ackroyd said that Uruguay produces all types of wool that are demanded by the consumers, but manufacturers of quality garments who require such fine quality wool are unaware of the wool produced in the country.

Uruguay needs to invest in marketing and promotional campaigns to inform the world regarding the sustainable production of this natural fibre carried out in the country, he added.

According to the IWTO official, Uruguay is the only wool-producing country consisting of all the links of the chain within its borders, and it should highlight this facility which is absent in other competing nations.

The IWTO official along with the organization’s general secretary Elisabeth van Delden visited several sheep farming and wool processing units in the country, and met with the members of the CMPP.

At the meeting, Ms. van Delden informed about the working group Sustainable Practices Committee of IWTO, which is working intensively for new generation of consumers who are aware of the benefits of wool, and the sustainable practices in wool production.

Several internationally renowned fashion designers have used wool in their collections, which are very successful in leading countries such as England and France, and it is necessary to make them aware of the fine-quality wool produced in this country, she added.

Pedro Otegui, president of CMPP, said IWTO is a fantastic tool that can help towards the growth of wool sector in the country, which shows promise and has potential to develop the sector, but is still lagging behind compared to the producers and exporters from countries such as Australia and New Zealand who are spending a lot of money in marketing.

Several wool manufacturers from Uruguay were present at the meeting where the IWTO officials gave presentations and explained the concepts of promotional campaigns and marketing tools that could be used by manufacturers to make their products known in international markets.

Fibre2fashion News Desk - India

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