With deep expertise across the European flax value chain - combined with strong capabilities in CSR, marketing, communication and economics - Alliance provides a dedicated range of services designed to support brands working with certified flax as they implement and deploy certifications.
Brands using Alliance certifications are key ambassadors for the distinctiveness and performance of European flax. To support them, Alliance offers a complete, cost-free service portfolio built around 4 strategic pillars: Marketing & Communication, Innovation, CSR and Economics.
Objectives:
The LOVE LINEN programme helps brands increase sell-out and enhance the visibility of European flax-linen among consumers and retail partners.
It provides individual and collective marketing and communication solutions to support the integration of Masters of FLAX FIBRE™ and Masters of LINEN™ certified materials into collections.
Audience: Marketing, communication, creative, CSR, sourcing, purchasing and commercial teams.
This scheme focuses on the following themes:
Alliance works with a structured scientific ecosystem providing reliable, up-to-date data that helps brands make informed decisions, substantiate claims and develop credible sustainability narratives.
Research focuses on the textile and technical and functional properties of flax-linen fibres.
As the custodian of technical, scientific, environmental and economic data relating to flax-linen and hemp for the textile and technical industries, Alliance is supported by a comprehensive, diverse and evolving ecosystem.
Depending on the projects involved, this ecosystem brings together scientists, agronomic and technical institutes, as well as research centres.
This European network of experts and strategic partners plays a key role in the continuous development of initiatives aimed at strengthening the sector.
It is a credible, structured and committed network, engaged in dialogue with academic, industrial and institutional stakeholders, and capable of delivering the essential data and knowledge required to establish robust knowledge bases and to underpin narratives, evidence and decision-making.
This scientific and technical advisory ecosystem, which is equal to the challenges shaping the future of its industry, supports the entire value chain, from cultivation to final production, and is based on 3 complementary pillars:
This expert network brings together scientists, agronomic institutes, technical centres and research partners across Europe. It maintains consistent dialogue with academic, industrial and institutional actors.
All the work carried out by these 3 pillars consists of in-depth studies on the environmental and functional performance studies on flax-linen and hemp, as well as the development of practical tools such as guides, databases and glossaries aligned with international standards and insights reflecting regulatory developments and market expectations.
The european industry also benefits from the agricultural expertise of ARVALIS – Institut du Végétal (France) and INAGRO (Belgium / Netherlands).
To provide evidence through innovation of the functional, textile and technical properties of flax-linen fibres.
This research ecosystem plays a key role in developing initiatives that strengthen the flax industry and support brands facing evolving consumer expectations and regulatory frameworks.
Alliance aims to:
Alliance’s CSR expertise covers the Masters of FLAX FIBRE™ and Masters of LINEN™ certifications, digital traceability and the environmental footprint of European flax.
Alliance supports brands in all matters relating to European flax certification:
Alliance and TextileGenesis™ support brands as they adopt the digital traceability platform for European flax. The programme includes tailored training sessions and a dedicated hotline for all certified value-chain stakeholders.
This assistance takes the form of a training programme and a hotline tailored to each activity in the certified value chain.
© Alliance - P. Sagnes
The European flax industry provides reliable, representative data covering cultivation and processing stages.
This enables brands to calculate product impacts using European-grown and European-processed materials - while reinforcing the value of origin and traceability certifications Masters of FLAX FIBRE™ et Masters of LINEN™.
Alliance has created a dedicated Flax & Hemp Economic Observatory to consolidate, analyse and share reliable data on European flax and hemp production.
The Economic Observatory provides practical decision-making tools: Global market outlook, Regulatory monitoring, Barometers and trend indicators, Weak-signal analysis, Market studies,
The Economic Observatory also publishes monthly economic briefings, quarterly crop and production updates, and in-depth market analyses.
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