DESPITE a price crash in the mid 1990's wool remains an important source of income for many Yorkshire Dales farmers; and as the shearing season comes to an end for another year and wool is prepared for processing the British Wool Marketing Board (BWMB) is launching a new promotional campaign.

Farmer Tom promotes British Wool in
Harrogate

The Board is coming to Harrogate's National Floor Show today - 5th to 7th September - where the focus will be on the inherent natural qualities of wool in carpet.

The BWMB have chosen to give wool and its natural beginnings added impact with the launch of a new retailer promotional pack featuring a five foot tall Farmer Tom - the popular cartoon character used to promote the field to floor story in British Wool promotions.

Carpet retailers are being invited to visit the British Wool stand and register for the completely free promotional pack, which includes a canvas bag of clean new wool, a leaflet dispenser and fifty of the BWMB's publication 'About Wool'.

The aim is to use the larger Farmer Tom to create a point of focus on the carpet showroom floor and draw people in to consider the true qualities of wool in carpet.

It is well recognised within the international wool industry that the consumer has very little understanding about wool...

Ian Hartley - BWMB

Key messages that are emphasized by the BWMB's NFS display are the natural comfort, durability, easy-care and safety of wool, which are detailed within the 'About Wool' brochure.

If the promotion proves successful and creates more demand for wool it could have knock on benefits for Dales farmers who struggle to get what they call a fair price for their product.

"It is well recognised within the international wool industry that the consumer has very little understanding about wool and we want to ensure that British Wool is understood and recognised as a superb natural fibre for the floor." Said Ian Hartley, Managing Director of the BWMB.

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