Verification of Australian Merino, or VAM, is a consumer assurance program that certifies the woollen garment in their hands is Australian Merino wool.

Just like a Cuban cigar or French champagne, Australian Merino is renowned within the fashion industry and by millions of people around the world as being of the highest standard.

As a result, AWI has developed the Verification of Australian Merino, or ‘VAM’, program to allow retailers to highlight the authenticity of their wool garments — a factor that has been identified as important in consumer purchase decisions.

For the average shopper, VAM acts as an assurance of the quality of the garment, and for the retailer it is an easy way to educate the public as to the excellence of their range.

The system works by sampling wool products at every step of the supply chain, tracking the sample all the way back to the wool bales driven through the farm gate on their way to market.