Sheep, Guardians of the Planet

A guest blog by Martin Curtis of the Wool Carpet Focus Group.  Originally written for SMG, the UK’s largest and most progressive flooring buying group (first published in SMG News, Spring Edition on 13th March 2020).

 I am well aware that you, the reader, will be very tempted to glance at the first line and if it isn’t something of immediate eye-catching interest you will flick on to the next page... just like on an iPad!  So, if you are still with me, thank you and I hope you will not be disappointed.I have been invited to write about wool and especially wool carpets so that is what I will be doing, along with a few other ramblings!Technically, in my opinion, wool is the most scientifically advanced fibre on the planet.  I am actually rereading about it now in a leaflet (as Ernie Wise would say, “What I wrote earlier!”) titled “WOOL – a multi-talented fibre engineered by nature.”  I didn’t actually write it, that is to the credit of Dr Mike Madden of ENCO but I think I came up with the title.The leaflet explains why wool is so good; not only for the floor but also for you, your family, your home and your planet.  We have included much of the scientific information in short animated films which can be viewed and downloaded free of charge from our website woolcarpetsnaturally.org.

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Breathability from Working Academy @ Bradford Uni on Vimeo.

Please feel free to add any of these videos or information to your own website or newsletters or social media activities.  The more we can spread the word the more people will realise that wool is “the fibre for the future.”In my own mind, I believe that I came up with these catchphrases but I am not 100% sure.  I am sure I came up with “Sheep, the original free-range animal” and “Sheep, Guardians of the Planet” which came about because of the photograph of the three Real Shetland sheep looking over a cliff top into the distance.  I loved that photograph and I still do.The fact is that Wool is the best fibre for your carpet.  I saw someone on Twitter say that the carpet guys should stop going on about wool carpets being environmentally friendly because most of them have a percentage of synthetic fibre in them.  That is true but if he can’t work out that 80% wool degrades far better than 100% plastic, he should read this!

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Two Carpets - What's the Difference? from Campaign for Wool on Vimeo.

Wool is not only the best fibre for your carpet or rug but it is also one of the least expensive.  No Way! I hear you say, but it is true.  I send out Wool Reports after every auction sale of British Wool, roughly every 2 or 3 weeks.  I like to give some hard facts but then I get carried away and go off at a tangent.  I previously mentioned the dangers of putting all your eggs in one basket - aka putting all your wool selling efforts into China!  As a result, sales of wool to China have slowed and auction prices of British Wool have fallen because of the Covid19 virus.I mention this because too many of us have gone the easy route and looked at quick fixes for our businesses rather than looking a little further ahead.  It is never easy.  In the past, as a wool merchanting, processing and trading company we maintained our UK processing business and we protected it.  I will never forget one large Chinese wool buyer saying they would buy from us if we showed them how to scour the wool to our exacting standards.  We showed them the door!  I don't know what happened to them but we kept going and still thrive today.In my opinion it is the same with wool carpets and rugs.  Some retailers are lured into the easy sell of synthetic (PLASTIC) carpets.  Wool sometimes has a higher price tag and a bargain basement plastic polypropylene or polyester alternative could clinch the sale.   However, upon closer inspection wool can work out much cheaper in the medium to long run.Here are some of the reasons why; 

• Wool cleans better than synthetics (Steve Bakker Woolsafe Organisation)

• Wool looks better for longer and flattens less and loses less pile than synthetic alternatives (various sources inc. British Wool, Campaign for Wool, Woolsafe Organisation)

• Wool is naturally flame resistant (all the above plus ENCO Environmental Consultants, the International Wool Textile Organisation)

• Wool filters the air from harmful toxins that exist in your home (Dr Mike Madden ENco Ltd)

• Wool is sustainable (all of the above and more)

• Wool is Biodegradable (CfW especially see their animated videos on the website)

• Wool is environmentally friendly (read all above and more!)

 So even in strict financial terms your wool carpet is better value than synthetic ones and if you add in the benefits that exist beyond your home and family it is irrefutable.

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Synthetic Vs Wool - What's the Difference? from Campaign for Wool on Vimeo.

So, when you are tempted to put the wool carpet range to the rear of your shop please think again.  The public are getting smarter and smarter every day.  They are becoming increasingly environmentally conscious.  The oil slick salesmen of the plastic “not so fantastic” lobby are struggling to counter the facts and when a customer asks for a wool Carpet please don't try to steer them to the dark side!I hope this has given you at least a little food for thought.  I am sorry if it is a little disjointed and that is entirely my own fault but I really wanted to try to get the message to you.  If you have read this far then I am grateful.  If you need more information please let me know and I will do my best to help and if I can’t I know a man who can!Please take advantage of the excellent Wool is... point of sale material from your wool carpet suppliers. There is plenty to go around so please ask for some.Finally, my sincere thanks to all at SMG who gave me the opportunity to write about wool and wool carpets and rugs. It is hugely important that we get the message out there and try to make it easier for you to sell wool.Martin CurtisChairman WCFGCurtthesheep@gmail.comWoolcarpetsnaturally.org 

ACO would like to thank the Campaign for Wool for the use of their Vimeo wool marketing videos.

For more information on the Campaign for Wool, please see their website: www.campaignforwool.org