New Zealand sheep farmers who took part in the launch of a new wool carpet brand in the United States have come away feeling optimistic about the outlook for strong wool. The farmers were part of the Elders Primary Wool team that unveiled the 'Just Shorn' brand at a carpet retailers' convention in Las Vegas.

Hamish de Lautour from Hawke's Bay says there was a highly enthusiastic response to the promotional focus on the natural qualities of wool and its sustainability.

Howie Gardner from South Otago is confident that the new range of 'Just Shorn' carpets and rugs to be released in the US later this year will bring better returns to the growers. Meanwhile the competing New Zealand carpet wool marketing venture, Wool Partners International, has also been busy in Las Vegas.

On the other hand wool exporters from New Zealand are confident they are seeing a sustained recovery in wool prices. While a surge in demand since New Year has overcome the depressing effect of a strong New Zealand dollar on export wool.

The biggest exporter, Wool Services International, says the lift at auctions has been most pronounced for the strong, carpet style wools which make up 70% of the clip.  Better carpet wools edged up a little more and lamb's wool, which is also in demand.