The International Wool Textile Organisation (IWTO) is proud to welcome Sura & Co. srl as our newest member. Founded by Jyrki Sura, an expert in certifications and compliance for animal product supply chains, this consultancy helps industry role players maintain welfare standards, certification schemes, and traceability systems.
Sura & Co.: Ensuring Animal Welfare Standards in the Wool Industry
Jyrki set up Sura & Co. in December 2024 after many years working in the animal-based natural fibres industries. His organisation works extensively in the wool industry, concentrating on traceability and animal welfare standards.
Sura & Co.’s three main business areas are:
- Certified supply chains, helping businesses stay compliant and maintain high welfare standards.
- Standard and certification development, especially in relation to production animals.
- Auction system digitalisation
Read Next: IWTO Joins Global Call for Split Gas Climate Reporting
Sura & Co.’s Key Markets
With these three offerings, Sura & Co. caters to global clients, operating from its base in Brussels. It runs multiple existing certification schemes across various continents: four in Europe, one in North America, two in South America and one in South Africa. A new scheme is under development in Spain.
In Hong Kong and the Chinese mainland, Sur & Co. is focused on supply chain traceability. It also administers the traceability and certification system Furmark, and other systems linked with the fur trade.
The consultancy is a member of the European Wool Association.
Although he had previously focused on the fur and animal skins trade, Jyrki says that he was inspired to join IWTO when he attended a presentation by Dalena White at the European Animal Task Force. “I started to think that I would really love to be involved in the work of recreating the European wool market,” he says.
As a member of two IWTO task teams, European Wool and LCA, Jyrki brings years of experience and industry expertise.
“Creating a functional wool market in Europe with proper volumes and sustainable price levels is a huge challenge, but worth taking,” Jyrki says. “I believe IWTO can have a significant role in that work.”
Connect with the World’s Wool Industry Community
Sura & Co. is one of the newest of IWTO’s 44 members, representing the wool industry in 30 countries, encompassing all stages of the wool textile pipeline.
Is your organization interested in becoming part of this network for wool industry professionals? IWTO membership is open to companies and organizations across all stages of the wool textile pipeline—from growers and processors to manufacturers, retailers, and research institutions.
Discover more about membership here or contact iwto@iwto.org.
Want to see what we’re all about? Subscribe to our newsletter for bimonthly updates on wool markets, sustainability research, and global policy developments.
Now Read: Lesotho’s Wool Industry: The Mountain Kingdom’s Essential Fibre
Whether we're publishing peer-reviewed research on wool's environmental benefits, setting international wool trading standards, or sharing stories about cutting-edge wool innovations, our mission is simple: making sure people understand why wool is such an extraordinary fibre.
IWTO posts reflect our collective expertise and passion for all things wool, backed by nearly a century of industry knowledge and a global network of wool professionals.