A wool bedding retailer has launched a system allowing customers to trace its products back as far as the flock, in a move it hopes will improve desirability for local materials and prices for farmers.
Woolroom has likened the Wool ID programme, launched in conjunction with British Wool, to the labelling on fresh supermarket fruit and vegetables such as berries and asparagus which gives shoppers details on the country of origin, farm and even the producer’s name.
