The magic is in the crimping

Joma Wool has launched its new website and explains its emphasis on the independent traceability of its wool. Developed by New Zealand wool exporters John Marshall and Company, ‘Joma Wool is simply unmatched in the world as a premium bedding ingredient’, says Peter Crone company director.

Joma Wool is a one-of-a-kind wool used by leading mattress and bedding makers around the world. Grown in New Zealand, Joma Wool has the signature bounce, body and soft support characteristics of wool. However unlike other wools Joma Wool is further enhanced through a special crimping process. This adds 40-50% more bulk to the wool, which greatly increases its wear life, volume and comfort, without adding any extra weight. ‘Pure crimped NZ wool provides for the healthiest, most comfortable sleep’, says Peter Crone.

The brand guardians for Joma Wool recognise the importance of protecting and promoting the brand to both manufacturers and consumers worldwide.

Peter Crone

The new website at www.joma.nz tells the story of Joma Wool and ensures the brand has a compelling presence for customers at all levels. ‘Clean, persuasive and premium, our website supports manufacturers by giving Joma Wool the power to touch hearts and minds of everyday customers in their quest for healthy, environmentally friendly and high performance products’ says Peter Crone. ‘The refreshed website takes the brand to a new level. We can’t just create a product and expect people to get it. We need to tell the whole story, so people can understand what makes our wool special, and why they should seek it out.’

Another area where Joma Wool excels is in its origin verification process. All Joma Wool is grown and processed in New Zealand following strict quality protocols and ethical standards. To assure manufacturers and customers of its genuine New Zealand origins, the company has partnered with Oritain, an independent traceability auditor.

Oritain uses a scientific method to prove the origin of any given product. For Joma Wool, they have scientifically analysed known samples of the wool to reveal its unique chemical “fingerprint”. This fingerprint is held on file and can be matched to any product claiming to contain Joma Wool, to confirm its true integrity at any point in the supply chain.

It has been a significant investment but Peter Crone believes it is worth every penny. ‘In today’s market of fast-paced global trade, it’s essential that we can reassure our customers that our wool is 100% guaranteed to be from New Zealand. We are very focused on product integrity, from working with Kiwi farmers who promote healthy ecosystems and maintain excellent animal welfare, to partnering with manufacturers who value bringing premium natural products to their customers.’

Peter Crone can be contacted at info@joma.co.nz