What better way to mark Earth Day 2011 than by exploring the latest innovations from a country that has long epitomized what it means to be green: New Zealand.

"Being green is part of New Zealand's DNA," said Tanya Shuster, a business development manager with New Zealand Trade and Enterprise, the country's national economic development agency. "It's not a marketing gimmick it just makes sense to the New Zealand ethos."

Blessed with a pristine environment, a wealth of nature's best ingredients and an innovative, entrepreneurial spirit that spawns creative companies, New Zealand is tapping into a burgeoning demand for sustainable offerings in everything from clothing to carpeting to cosmetics. The country's natural products industry is now worth more than $750 million annually and growing.

Among the latest, cool, eco-friendly products from New Zealand are

Ethical Wool and Happy Sheep:  

A New Zealand merino brand called Zque is adding a new fiber category to the country's venerable wool industry that it has dubbed "ethical wool."  The company's Zque fiber combines natural performance wool with an accreditation program that ensures environmental, social and economic sustainability, animal welfare and traceability back to the source.   Likewise Icebreaker use pure, superfine New Zealand merino from sustainable sheep farms to make high-performance outdoor wear. Icebreaker even includes a "Baacode" - get it? - to trace the origins of the wool from the mountains of New Zealand.  

Wools of New Zealand is promoting a new brand called Laneve, which is  traced back to the farm where it was grown. Laneve represents wool that comes from accredited New Zealand farms that meet a comprehensive range of environmental, social and responsibility and animal welfare standards. It is carried on carpets and rugs made by manufacturer partners around the world. Laneve, along with the established Wools of New Zealand brand, are working to build a stronger desire for New Zealand wool and the happy sheep that graze the lush, verdant countryside.  

·     "Green" Wine:  

     More than 1,100 vineyards have now signed up to Sustainable Winegrowing New Zealand, the industry's program for environmental, social and economic sustainability.  That equates to over 84 percent of New Zealand's wine producing land or nearly 65,000 acres.

Case in point is the award-winning Villa Maria Estate, which was an early adopter of the screw cap and is devoted to sustainable practices ranging from night air cooling, renewable energy and heat recovery at its wineries to organic viticulture and hybrid vehicles for its sales team.

Natural Beauty: 

Kio Kio, a new body care line from New Zealand that recently made its U.S. debut at exclusive Fred Segal boutiques in Los Angeles, sets a new standard in eco-conscious beauty with its "wild-harvested" methods using botanical native extracts from the country's virgin forests and eco-friendly packaging made from recyclable materials.  Another upscale line of 100% natural skin care from New Zealand-based Snowberry combines the "purest, finest ingredients" from New Zealand wilderness with sophisticated packaging that appeals to the chic and fashionable. 

Pacific Perfumes has perfected an all-natural solid perfume packed in eco-friendly, biodegradable wooden pots sourced from certified sustainable New Zealand forests.  The company donates $1 from each sale to Forest & Bird, New Zealand's oldest and largest conservation organization

    Surf & Turf: 

     Sustainable, environmentally responsible husbandry is at the core of NZ King Salmon, which raises King Salmon prized throughout the world for its rich flavor, elegant texture, deep orange color and high natural oil content. The company is introducing a new premium cold smoked salmon to upscale food purveyors in the U.S. that is pin-boned by hand, brined with sea salt and then slowly smoked with Manuka wood, a hardwood native to New Zealand. Likewise, New Zealand is a key source for sustainable grass-fed beef for discriminating palates and eco-conscious foodies.  Anzco Foods' grass-fed Greenstone Creek and Maori Lakes grass-fed beef and Pilot Brands' Firstlight grass-fed Wagyu beef are two examples of this coming straight from New Zealand's pastures.

For more information, visit www.newzealand.com.

Who has time to clean carpets these days? Our fast paced lives require fast paced solutions when spots and spills disrupt our day. When life's mishaps occur, there is no need to panic when it comes to wool. In fact, wool's unique and complex construction releases soil up to 25 percent more readily than synthetics. Best of all wool is naturally soil resistant and doesn't require any protective finishes. This means that the addition of anti-soil agents, like Sctochgard, are unnecessary.

Why? Well, the soil resistant characteristics inherent in wool fiber give it the ability to naturally shrug off both wet and dry spills. Wool has a scaly outer structure that holds soil high on the pile where it can be easily vacuumed. If you have a cut-pile carpet, an upright vacuum with a beater/bar brush is the best. Just make sure to set your vacuum so that the brush barely touches the face of the carpet. If you have loop pile carpet, a suction-only vacuum is needed to prevent excess fuzzing.

Wools of New Zealand recommends using a Miele vacuum and has partnered with Miele to promote wool safe vacuums. Miele makes exceptional vacuum cleaners that offer various suction levels and wool-safe attachments, especially in the S4 and S5 series. If you use a Dyson, be careful. Many manufacturers void their warranties if a Dyson vacuum is used.

When it comes to wet spills, you need to clean it as quickly as possible, but cleaning is easy. That's because wool has a protective membrane, called the epicuticle, which helps prevent wet spills from penetrating the fiber. Start with a white, absorbent cloth and water. Blot the spot...do not rub. Rubbing can damage the texture of the carpet. Should additional treatment be necessary, simply refer to Wools of New Zealand's website at woolsnz.com or our maintenance brochure for easy step-by-step instructions on how to clean numerous types of spills.

Wools of New Zealand also offers WoolClean Kits and WoolClean Natural, two WoolSafe spot-cleaning products that effectively clean wool as well as synthetics. Cleaning solutions used on wool carpet have to have a PH level less than 7 to prevent discoloration, so it is important to use products that are WoolSafe certified. A complete list of approved cleaning products is posted on woolsafeusa.org.

Professional cleaning is recommended every one or two years or as needed. To ensure you hire someone that knows how to clean wool, we recommend using a Certified Wool Care Specialist. To find one in your area, just visit our website. 

Effective July 1, 2011 all mills that sell carpet into California will be required to assess, report and remit a stewardship assessment of $0.05 / sq yard of carpet.  

The law requires all manufacturers who sell into California, as well as all distributors, wholesalers and retailers, to comply with the law. A civil penalty may be imposed by California Department of Resources, Recycling and Recovery (CalRecycle) for anyone in violation of AB 2398. As you can see below, the penalties are steep:

One thousand dollars ($1,000) per day

Ten thousand dollars ($10,000) per day if violation is intentional, knowing, or negligent

Civil penalties may be imposed on any person who violates AB 2398 (i.e. manufacturer, distributor, importer, wholesaler, retailer)

To help carpet companies understand AB2398 rules and regulations, CARE has created a website with detailed information about the legislation. Find out what you need to know by visiting:

http://www.carpetrecovery.org/AB2398.php

You can have the best health habits in the world but if you aren't sleeping well you simply won't ever be truly healthy. Sleep restores your brain and body. It recharges your batteries, helps you sort out and solve problems, replaces vital chemicals, and gives you the energy you need to meet the new day.

Think about it like this: When you sleep, you're giving yourself a restorative "mini-spa retreat" every night.

And that feels good, right?

Not if you're in the same bed as 60% of Americans. That's because millions of us don't get enough sleep. A recent National Sleep Foundation study reported that more adults than ever are experiencing occasional problems sleeping.

So, when you know that sleep is so important, why is it so tough to get what you need? There are a variety of factors that can hamper your ability to get a great night's sleep - everything from the foods you eat to the comforter on your bed. The good news is that when you take control of your sleeping environment and habits, you can help yourself drift quickly and easily into dreamland.

So, how can you set yourself up for a better night's sleep? WITH WOOL!

Innovative wool carpet manufacturer Best Wool Carpets, of the Netherlands, has selected Laneve™ as the principal fibre for Erutan, a 100 per cent natural carpet that is totally recyclable.

Erutan is made using two new revolutionary technologies to create a 100 per cent eco-friendly carpet. Wool is processed using a chemical-free scouring process that uses 90% less energy than current technologies giving a substantial cost saving while another innovative process is employed to bind the woollen fibre to linen backing without the use of synthetic backing materials or glues. This first 100 per cent natural carpet will have outstanding appeal to the growing cohort of consumers for whom sustainability is a key purchasing consideration.

The arrangement to use Laneve™ was confirmed yesterday with the signing of a Letter of Understanding by Wool Partners International and Erutan BV, a joint venture company formed by Best Wool Carpets and James and Bond Textile Research, the owners of the Erutan brand and process.

Best Wool Carpets Managing Director Yvar Monasch says the potential for Erutan is outstanding.

"With Wool Partners help I am 100 per cent sure we will conquer the carpet world with Erutan."

Wool Partners International Chief Executive Officer Iain Abercrombie says the natural, traceable and sustainable qualities of ethically produced Laneve™ wool are a natural fit for Erutan.

"This is a game changing opportunity for New Zealand wool growers and fits our overall strategy of positioning Laneve™ and Wools of New Zealand brands as fulfilling the needs of consumers who demand a luxurious natural carpet."

"Erutan has the potential to substantially lift the demand for New Zealand wool and the returns growers receive for it. We can only guess at the volumes of wool that might be required for carpet with all the natural and sustainable qualities consumers say they want and that are demanded by architects and designers who have to meet stringent environmental standards when specifying floor coverings for commercial buildings."

Erutan will be officially launched in the Netherlands at the World Horticultural Expo in 2012 but it is already attracting the interest of leading carpet manufacturers.

Mr Monasch says the technology will be licensed to carpet makers who will also be required to pay royalties for the use of the Laneve™ brand.

"The end product is 100 per cent recyclable. After a lifetime's use Erutan can be turned back into grass to start the process over again. It can even be re-processed and seeded with grass to help return despoiled land to productive use," Mr Monasch says. Most wool carpet is currently burnt at the end of its life.

Erutan was developed by Best Wool Carpets in conjunction with two other Dutch entities, Bond Textile Research and James.

Spring is all about celebrating new life and this spring, Wools of New Zealand wants to encourage its Premier Partners and their customers to enjoy some of the finer things in life through its "Live Well with Wool" promotion.

From April 1 through May 15, every customer who purchases $1000 or more of any Wools of New Zealand brand product at a Premier Partner showroom will be entered in the "Live Well with Wool" sweepstakes. Winners will receive a year's worth of "Live Well" services by choosing one or a combination of services including: Personal Chef, Massage Therapy, Spa Treatments and/or Professional Domestic Services. Wools of New Zealand will work with the winner to find a service provider they approve of, or pay for one year of weekly or monthly services from the winner's existing provider.

The Wool Specialist who worked with the winning customer will receive an i-Pad or a $500 cash prize. All Premier Partner sales associates are required to complete the Wool College course to become a Wool Specialist.

"Through our Premier Partner program, Wools of New Zealand is connecting showrooms with mill partners in new and powerful ways," explains Elise Demboski, Executive Director, North America, Wools of New Zealand. "Instead of promoting one or two lines at a time, "Live Well with Wool" enables showrooms to offer an incentive on all their Wools of New Zealand brand products. The program is also designed to complement any other events or sales they have running during the same time period. "Live Well with Wool" is an exciting way to draw attention to wool, increase sales, and educate consumers on wool's many "live well" benefits."

Wools of New Zealand's mill partners also benefit from the "Live Well with Wool" promotion, according to Don Karlin, vice president of sales and marketing for luxury carpet manufacturer J. Mish. "Wools of New Zealand has been a great force for the advancement of wool," says Karlin. "Not only does the Wools of New Zealand brand assure the consumer that they are getting the best, brightest and strongest wool in the world, but also, Wools of New Zealand central is constantly pressing to improve wool's "lot" in the flooring business. The upcoming "Live Well with Wool" promotion supports all Wools of New Zealand partners and is coupled with training through the Wool College that helps educate retail sales people so they can share the wonderful advantages of wool with their customers."

Wools of New Zealand will provide Premier Partners with a local press release, advertising materials, posters, promotional email, website banner ads and point-of-sale materials to promote the "Live Well with Wool" event.

Each Premier Partner will receive a sweepstakes box and entry cards for qualifying sales made in their stores. On May 16, each Premier Partner will draw one winner and submit that name to Wools of New Zealand for a final drawing on June 1. A dedicated "Live Well with Wool" web site will be created to support the Sweepstakes event.

During the promotion, WoolClean kits will be available to Premier Partners at a 50 percent discount.

In support of "Live Well with Wool," Wools of New Zealand will make a $1000 donation to Dress for Success, a non-profit organization that provides interview suits and career development help to low-income women in more than 75 cities worldwide.

As winners of a Wools of New Zealand sweepstakes, three lucky Wools of New Zealand partners--a Premier Partner store owner, Premier Partner Wool Specialist and a mill agent/sales representative--will travel to New Zealand for ten-day vacations in 2011.

"The sweepstakes contest was held in coordination with the launch of our Premier Partner program," says Hallie Cobb, Training and Marketing Director for Wools of New Zealand. "Our Premier Partners are an exclusive community of luxury leaders who are passionate about wool. We wanted to give them a chance to experience the wonders of New Zealand and to visit the farms where the wool is grown. It is an incredible opportunity that we are excited to share with the winners. Each will travel to New Zealand on different dates, but will get the opportunity to visit a sheep farm during their stay."

Wools of New Zealand held three separate sweepstakes drawings. Premier Partner storeowners, whose e

ntire sales staff completed the Wool College to become Wool Specialists, were ent

ered into one drawing. Premier Partner "Wool Specialists" earned a sweepstakes entry for every 25 square yards of Wools of New Zealand brand carpet and rugs sold. Agents/Sales representatives that assisted with the Wools of New Zealand Premier Partner and Wool Benefit System program were also entered in a sweepstakes drawing.

Drawings were held on December 15. Winners were (featured in left to right order

): Premier Partner Store Owner, Steve Lewis of Lewis Floor & Home, Chicago, IL; Premier Partner Wool Specialist, Brett Hemphill, Hemphills Rugs & Carpets, Costa Mesa, CA; Agent, Dean Dodson, Folsom, CA.

While working with and selling carpet and rugs branded by Wools of New Zealand has been rewarding in itself, the winners are excited to be planning trips to New Zealand. "I had all my salespeople do the on-line training after I did it, because I thought that the training was excellent and would be valuable. Never did I consider the trip component...but I am thrilled to be able to go to New Zealand, states Steve Lewis. "Over the past 15 years, our wool sales have exploded and represent almost 20 percent of our soft surface sales. Continuing education and the environmental component of the Wools of New Zealand program are very beneficial to our company. Wools of New Zealand represents the best wool manufacturers and I am looking forward to visiting some of the farms that supply the wool, which is made into carpet."

"I am thrilled to have won this drawing," stresses Brett Hemphill. "Hemphill's Rugs & Carpets sold a lot of wool carpet during this past year and looks forward to offering our clients great wool carpet and rug selections in 2011. We appreciate the support that Wools of New Zealand has given, not to just us, but the floor covering industry as a whole."

"What a wonderful surprise! My wife, Janice, and I are very excited about winning the New Zealand Trip," says Dean Dodson. "Wools of New Zealand makes it very easy to be excited...and I try to pass that enthusiasm on to all my customers. People like to feel good about what they do, and selling wool carpet and rugs has a feel good story. Wool is the best choice, both mentally, (it makes sense) and physically (it feels good). I believe this story is only going to get better!"

The sweepstakes followed the Wool for a Better World sales event held in November 2010 in which participating Mill Partners offered Premium Partner stores a minimum of 10 percent off wholesale prices for Wools of New Zealand brand products during the promotion. As a result of the Wool for a Better World Sales event, Wools of New Zealand donated $5,000 to Shear Joy, which enabled the donation of 42 sheep to needy families worldwide.

Because we spend as much as 90% of our time indoors, it is important that we keep these environments as comfortable and healthy as possible. Unfortunately, the energy-efficient buildings we live and work in tend to lack sufficient air ventilation, resulting in pollutants, such as sulphur dioxide, nitrogen dioxide and formaldehyde, which are emmitted from resin-based wood products, building materials and other household items. Emissions from cooking and heating with gas or solid fuels have been found to affect the respiratory health of children who, because of their lower body mass, are more susceptible. In addition, the build-up of indoor pollutants has been widely linked with sick building syndrome, the effects of which can be costly in terms of reduced efficiency, productivity and increased absenteeism.

Although many materials, including carpet, pass tests for minimum VOC emissions, wool goes a giant step further by removing contaminants from the air and improving the health of the indoor environment. In fact, New Zealand researchers have proven that wool significantly reduces indoor air contaminants within seven hours of installation and keeps purifying the air for up to 30 years. Since wool has a three-dimensional structure, it also has a greater area for absorption, enablling it to remove a considerable amount of contaminants from the air without reaching a saturation point.

Since wool only represents 2% of the floor covering market, its benefits often go unnoticed. To give the unique features of wool a greater voice, Wools of New Zealand has launched - Wool Clean Air Certified, which is a LEED compliant program for wool-rich products. Carpets and rugs qualifying for Wool: Clean Air Certification must pass scientifically established testing standards, which are conducted by a certified independent laboratory.

Wool: Clean Air Certified is an Indoor Environmental Quality (IEQ) program managed by Wools of New Zealand. In addition to meeting the U.S. Green Building Council (USGBC) LEED point requirements, the certification also meets the standards for California Section 01350 and the Collaborative for High Performance Schools CHPS.

Carpets and rugs containing a minimum of 50% wool are eligible for Wool: Clean Air certification, with Wools of New Zealand partners benefiting from reduced testing fees. Product samples are submitted by platform, which is dependent upon backing and latex type. Every platform is fully retested on an annual basis to maintain the integrity of the Wool: Clean Air certification.

In support of the program, we've created an extensive website that details the certification and outlines wool's indoor air quality benefits. Check it out by visiting woolcleanair.com 

Stark Carpet, a Wools of New Zealand partner, has acquired Rodeo Carpet, making it a division that will be run by Carmen Murray, former owner and president of Rodeo Carpet Mills. Stark will produce the Rodeo line of custom wool rugs and broadloom, much of which will carry Wools of New Zealand's Laneve brand.

The Laneve brand signifies that the wool used in the making of Rodeo Collection by Stark Carpets comes from farms that meet accredited standards for animal welfare, land management, farming and environmental practices. Laneve is also traceable to source through a code that is carried on the carpet label. The code can be entered into the Wools of New Zealand website to reveal the farm where the wool was grown.

"Partnering with Rodeo Collection by Stark Carpet is a further extension of the Wools of New Zealand program to work with manufacturers, designers and retailers who are recognized as leaders in the industry," says Elise Demboski, Executive Director of Wools of New Zealand in North America. "This partnership also demonstrates the importance of our Premier Partner retailers since several of the Laneve brand Rodeo Collection by Stark carpets are being reserved for our Premier Partners as a six-month exclusive."     

 Rodeo is expected to be a perfect fit for Stark, which specializes in custom carpet, fabric, furniture and wall coverings for both the residential and contract markets. "We're very excited that Rodeo is now a division of Stark and that Carmen will run that division," says Rick Zolt, vice president of Stark sales and marketing. "The Laneve brand complements the excellence of the Rodeo Collection by Stark carpets and offers retailers an incredible opportunity to bring their customers environmentally conscious products of exceptional value and beauty."

Murray is equally excited to be part of Stark.  "Stark will offer the entire Rodeo line, including Sparkle, some shag styles and the company's color blending techniques," notes Murray. "These products have always carried the Wools of New Zealand brand and we are excited to extend this brand to include Laneve. Through the Laneve brand we are able to tell the story of the farms in New Zealand that grow the incredible wool that goes into each products we make."    

The Rodeo Collection by Stark will make its debut at Surfaces 2011 in booth #S3024. The products offered exclusively to Premier Partners will also be showcased in the Wools of New Zealand booth #S2320.

Momeni is diversifying into the broadloom carpet business, according to Reza Momeni, president of the rug importing company. Momeni will introduce its first collections of carpeting at the Atlanta International Rug Market, Las Vegas World Market and  Surfaces.

Heading the new division will be the husband-wife team of Pat Shaw and Stephanie Shaw. 

Momeni discussed the new direction for Momeni in an exclusive interview with Rugnews.com.

"We have been planning this move for several years, ever 

since we entered a joint manufacturing venture in China in 2004," said Momeni. "Our manufacturing partners are expanding capacity. Now the market conditions are right to make our move."

"We feel 2011 is the optimum time to expand into broadloom because the economy is just emerging from recession. We want to be ready for the business turnaround with fresh products and an aggressive marketing stance."

The new broadloom collections are targeted primarily to the  high end residential markets. "We are aiming at better-end floor covering specialty stores as well as design-oriented rug specialists," he explained.

There will initially be approximately 16 different styles and 30 sku's in the collection and most will carry the Wools of New Zealand brand. Constructions will include four-meter wide face-to-face Wilton, machine tufted, hand-tufted and hand-loomed flat weave carpeting.
The carpeting is made in both China and India.

The broadloom will retail in the $4.99 sq. ft. to $11.99 sq. ft. range. Inventory will be available in the Spring of 2011.

"The carpeting is aimed at the residential market, but it is also suited to the contract business," Momeni noted.

The broadloom includes patterned, solid and subtle textured designs. "For the most part, the designs are contemporary, but we have included a few traditional patterns," said Momeni. "We brought our sales force into company headquarters in November, and all of them are excited about the salability of these products.

Momeni has developed a unique new merchandising unit that allows retailers to show the broadloom in an attractive but compact all-in-one selling unit.

"We feel that the broadloom collection are a complement to our rug lines," said Momeni.

"This is Phase One of our development of the broadloom business. We plan to expand marketing and merchandising this category in the future," he added.

Momeni Broadloom will be shown at the company's  AmericasMart showroom 4-B-4 Jan. 13 to 16, 2011; the Wools of New Zealand pavilion at Surfaces, Jan. 25 to 27, 2011 at the Mandalay Bay Convention Center, and the Las Vegas World Market Center, showroom B-425 at the Las Vegas Market, Jan. 24 to 28, 2011.

Wools of New Zealand teamed with Dutch dyer, Rubia® Natural Colors, to create the world's largest installation of naturally dyed carpets made with Laneve^TM traceable-to-source wool.

Over 2,000 square yards of New Zealand wool carpet, exclusively dyed with 100% sustainable colors, were fitted in the newly erected building of ZLTO's (a Dutch farmer cooperative) heaquarters in Den Bosch, The Netherlands.

The ZLTO installation is part of a major push by designers and architects looking to create buildings and interiors that are not only green in terms of energy use, but that also use sustainably produced and responsibly procured materials.

Rubia dyes, which are produced from the madder plant, actually create a carbon credit. Wools of New Zealand and Rubia both offer Life Cycle Assessment for the wools and dyes, allowing textile producers to fully calculate the impact of their products. Wools of New Zealand and Rubia are also collaborating with major international brands on additional projects, which remain commercially sensitive at this stage.

M.I.D. Carpets, based in of The Netherlands, manufacturer of the carpets for the ZLTO

 project, are currently working on the development of new ranges of Laneve carpets in preparation for the upcoming Domotex Flooring Show in Hanover, Germany. Wools of New Zealand will have a major presence at the event and is showcasing a number of value-add opportunities, such as Rubia, to international carpet manufacturers and buyers.

"Much like the Starbuks "WoJo" project, the ZLTO installation is yet another example of Wools of New Zealand's global reach into the very heart of the high-end textile industry," says Iain Abercrombie, CEO of Wools Partners. "No other company is positioned to link New Zealand growers, spinners, dyers, manufacturers, designers, architects and retailers with major breakthroughs in added value innovation. "

Watch You Tube on Rubia: http://www.youtube.com/watch?v=6aUA4EE1_xs

Wools of New Zealand is impacting the market with targeted programs that will be showcased at Surfaces under the umbrella of a newly designed booth.

Over the past year, the company has focused on retail growth, education, promotional programs and LEED compliant initiatives that build on the value of the Wools of New Zealand brand. Included in these efforts are the Wool College, Wool Benefit System, Premier Partner Program and Wool: Clean Air Certification, each of which will be fully promoted at Surfaces.

Broadloom and rugs displayed on the booth will be part of a new Premier Exclusive program offered to Premier Partner showrooms. Retailers qualifying for Premier Partnership will have access to exclusive styles and six-month lead-time on new introductions from a number of mill partners.

The carpet featured on the Wools of New Zealand booth floor will be from Hagaman Carpet Industries and is another exclusive product for Premier Partners. This carpet, along with all the products available in the Premier Exclusive Program, will be offered with a private label option.

To encourage retailers' understanding of all that Wools of New Zealand has to offer, toy sheep are being awarded.  To earn a sheep, retailers will be asked to answer several questions about the various programs. Answers will be visibly available on the booth, so winning is easy. Retailers also have access to brochures, point-of-sale materials and wool educational tools.

Surrounding Wools of New Zealand booth #2320 are 23 mill partners that make up the rest of the Wools of New Zealand brand area. Each mill is taking advantage of the beautiful, natural benefits of New Zealand wool to introduce exciting carpets and rugs. The Wools of New Zealand brand area will be identified with floor stickers and signage, accompanied by maps that will be made available to retailers.

The buildup of indoor air contaminants is a growing concern in residential as well as commercial interiors. Although many materials, including carpet, pass tests for minimum VOC (volatile organic compounds) emissions, wool goes a giant step further by removing contaminants from the air and improving the health of the indoor environment.

Wools of New Zealand is giving voice to the unique attributes of wool through a new Wool: Clean Air Certification program. Products approved to carry the Wool: Clean Air Certified label are tested by a certified independent laboratory and must pass stringent VOC emission testing for 13 contaminants. In addition, the products are required to meet scientifically established testing standards that verify reductions of VOCs in the indoor environment, including formaldehyde, sulphur dioxide and nitrogen dioxide.

"Wool is proven to significantly reduce indoor air contaminants within seven hours of installation and to keep contaminants out of the air for 30 years," says Elise Demboski, executive director of North America for Wools of New Zealand. "Unfortunately, this unique attribute is overlooked since wool only represents 2% of the market. Through the Wool: Clean Air Certified program, we are bringing wool to the forefront where it will be noticed."

Wool: Clean Air Certified is an Indoor Environmental Quality (IEQ) program managed by Wools of New Zealand. In addition to meeting the U.S. Green Building Council (USGBC) LEED point requirements, the certification also meets the standards for California Section 01350 and Collaborative for High Performance Schools CHPS.

Carpets and rugs containing a minimum of 50% wool are eligible for Wool: Clean Air certification, with Wools of New Zealand partners benefiting from reduced testing fees. Product samples are submitted by platform, which is dependent upon backing and latex type. Every platform is fully retested on an annual basis to maintain the integrity of the Wool: Clean Air certification.

The first company to carry the Wool: Clean Air Certified label on its products is Karastan. All wool carpets and rugs made by Karastan surpass the testing standards and prove to significantly reduce indoor air contaminants.

"Wool has incredible attributes that deserve to be recognized," says Connie Berry, director of marketing for Karastan. "As the largest manufacturer of wool carpets and rugs in America, we applaud Wools of New Zealand for giving wool a greater voice. Solid scientific backing and high testing standards, give the Wool: Clean Air Certified label impressive credibility that we are proud to carry on our products."

Detailed information about the Wool: Clean Air Certified program is available on woolcleanair.com and through Wools of New Zealand at 1-800-367-0462.