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False claims of synthetic carpets hackles wool sector
22
Sep '09
Wool farmers of New Zealand are fighting marketing strategies to promote their products as woolen ones by the synthetic carpet makers.

A company from the US was forced to backtrack, as it promoted synthetic carpets as woolens at a major United States flooring show.

The company, 'Shaw Contract Group' renamed its range as “Couture Inspired by Wool” after the intervention of International Wool Textile Organization (IWTO).

Synthetic carpet sector are destroying woolgrowers' years of investment by misrepresenting its product in the marketplace, said Mr. Stephen Fookes, Chairman of National Council of Wool Interests in New Zealand.

However, to curb the synthetic carpet rivals, the wool growing countries such as New Zealand, Argentina, Uruguay, South Africa, Australia and Britain are teaming up through the IWTO, informed Mr. Fookes.

Similar cases of copying wool products or misrepresenting the products as woolen products are happening in Europe too, for instance, an insulation product in Germany called Eurowool contains 85 per cent recycled plastic and 15 per cent polyester.

Farmers in New Zealand have problem with tagging polar fleece garments as woolen garments, as it misleads the consumer, though it is not a breach of law.

The lobbying program of IWTO will be easier to supervise in the US, where the rules are more effective than Europe. The program is witnessing progress in both the regions, since it started in the beginning of the year, said IWTO.

Health, welfare, environmental and sustainability organizations and politicians are being targeted to put pressure on creating legislation on mobility flammability codes and which also convey advantages and standards of wool.

An effective lobby group of the synthetic carpet industry is at work in the US and Europe. Also the industry has framed contract specifications, advantageous to synthetic carpets which exclude benefits available from wool based carpets.

Fibre2fashion News Desk - India

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