Primaries of WA Pty Ltd, a professional and personalised service woolbroker, has taken a pro-active and customer oriented approach to marketing West Australian wool which has resulted in the development of Prime.

Traditionally there has been too little communication within the industry between the wool grower through to the person who eventually wears the product. The Prime concept changes that, by creating a demand-driven supply chain that aligns West Australian wool growers in a direct link with the end-user. The overall aim is to bring stability and growth to all partners participating in the supply chain.

The Merino Company (TMC) is working with Prime to develop the long term relationships with Customers (retailers/retail brands). These relationships are the basis from which to deliver price stability and premiums to the woolgrower along with continuity of quality and supply to the Retail Customer.