Bradford, England, April 13, 2006--The British Wool Marketing Board (BWMB) has enlisted Farmer Tom to help promote British wool carpets, according to the Western Press.
The cartoon character has been included on a show card and is intended to draw attention to British wool carpets and remind the consumer that British wool is a natural fiber grown on British sheep.
Along with the card, the retailer will receive a canvas bag of wool, a leaflet dispenser and a supply of the latest publication from the BWMB entitled 'About Wool.'
This brochure explains the benefits of wool as a fiber in carpets and what it brings to the home.
"We want people to understand the true benefits of wool as a carpet fibre, which they often don't," said Tim Booth, product development manager for British Wool.
"Many people ask for a wool carpet but they haven't really any great understanding of why wool is so good in a carpet. In many cases, I suspect that people will not even register that the wool in their carpet actually came from sheep.
"That is why we have included a bag of clean natural, unprocessed wool with the show card promotional pack."
Farmer Tom's growing profile is a fresh approach to marketing British wool, but the BWMB finds that it works on two fronts. First, he is a bright and cheerful character who stands out in the busy carpet showroom, and second, he is the real face behind the fiber.
"British sheep farmers are the reason wool is available to use for carpets and the Farmer Tom character portrays the field-to-floor story perfectly," added Mr Booth.
"Wool has a tremendous life-cycle, which highlights the wonder of nature and the resources of manufacturing. Not every product has that story."
