Based in Biella, in the north of Italy, Reda is 150-odd years old and exports to United States, European, Asian and Middle Eastern markets, and has supplied fabric to such huge names in the fashion industry as Giorgio Armani, Gucci, Tom Ford and Hugo Boss.

Rural Life in the ODT reports that this month,  it brought 36 of its managers from various departments, ranging from dyeing to those dealing directly with the customer, to New Zealand.  For many years, the company had been explaining to its staff about its relationship with New Zealand, Mr Botto Poala said.

The aim of the trip was for those staff to gain a greater understanding of that. By meeting people, from farmers who supplied merino wool to those who worked at the New Zealand Merino Company, they could understand the passion that was behind it, he said.

Reda owned three properties in New Zealand, driven by a desire to understand more about wool, so it could speak with growers about opportunities, any issues and the quality, but then it ''fell in love'' with New Zealand.

Continue here to read the full article in Rural Life  ||  March 12, 2018   |||