Successful visit from potential strategic partner

The wool off the backs of Ātihau-Whanganui Incorporation (Awhi) sheep could soon be turned into carpets produced at the edge of European cutting design and technology.

Representatives from Danish carpet manufacturer egetaepper (ege), one of Europe’s largest producers of textile flooring, along with members of NZ Merino, visited Awhi’s 4,000-hectare sheep station, Te Paenga, at the beginning of the year - and were very impressed by what they saw.

“The values of sustainability and environmental responsibility ege hold in high regard are in perfect alignment with the Awhi way of conducting our business so a potential partnership is something we would be keen to explore, in line with our strategic objectives,” says Siwan Shaw, Business Manager at Awhi.

The visit meant Svend Neilson, Chief Compliance Officer, and Jan Poulson, Marketing Manager, from ege could also reconnect with Awhi Board Chair, Mavis Mullins, after their initial meeting at a forum held at Stanford University, in California, USA. The forum bought together global growers, processors, manufacturers, retailers and other stakeholders with a strong investment into cross-bred wools.

“It was great to be able to meet Svend and Jan again on New Zealand soil,” says Mavis. “When I told them the Awhi story at Stanford they absolutely loved it and to be able to show them how we do things in person was invaluable. It was interesting to get their feedback and impressions.”

Svend and Jan were joined by Hadleigh Smith, Business Development Manager and Steve Williamson, General Manager, from NZ Merino for the visit. The group flew via helicopter to Te Paenga, allowing them to get a bird’s-eye view of the station, with a particular look at the Ohorea Reserve, an area of native bush.

“They were very interested to hear about the work we do to preserve native bush areas and waterways through fencing and pest control,” says Siwan. “The concept of kaitiaki was something they really identified with.”

The group then visited the woolshed, where they had the chance to see a flock of Perendale sheep, handle the wool and discuss the quality requirements they look for.

“Svend and Jan also enjoyed the opportunity to talk with our shepherds and show them a video about what ege does and how they do it,” says Siwan. “It was great for our farm team to understand that what they did each day was so important down-the-line, and some real connections were made.”

ege pride themselves on using the most advanced technology to produce carpets for customers which include hotels, retail outlets, offices, institutions, transport as well as one off highly customised work for art installations. Present in 48 countries worldwide, their main factories are in Denmark, Germany and Lithuania.

The company specialises in printing images onto the woven textile and uses wool from Romney sheep, as it can provide white fibre, which is blended with Perendale for its distinctive ‘crimp’ which holds the dye more effectively than other wools.

The next step towards creating a partnership is for Awhi to be clear on the specific requirements ege need in their wool blends and if any changes need to be made to achieve them.

“We would be working towards developing a more premium product which gives us the opportunity to improve how we do things, something we are always striving to do,” says Siwan. “It will be exciting to see what the future holds.”

Above: The visitors meet the kaimahi team of people, dogs and horses at Te Paenga.