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Woolgrowers glimpse the future
21
May '10
Researching, developing and marketing Australian wool in new ways dominated the latest strategic plan workshop held by Australian Wool Innovation (AWI) in Sydney this week.

Over 50 woolgrowers from across Australia gathered to discuss the big issues and opportunities facing their industry and to provide input into the organisation they fund.

Reaching consumers with new technology was demonstrated with the latest Woolmark Facebook, Twitter, YouTube websites. The prototype Ipad and Iphone applications can also educate consumers and retail sales staff of the natural advantages of wool while creating better business efficiency within AWI.

“Woolgrowers have consistently said they want more marketing to increase the demand for wool, backed by the best on and off-farm R&D. Growers and stakeholders from every state came to discuss this and their feedback will continue to shape the organisation they fund,” AWI acting CEO Stuart McCullough said.

Woolgrowers were presented with the AWI Strategic Plan, based on the 70:30 off-farm: on-farm spending split supported at WoolPoll last year. The mission of AWI continues to be to implement R&D and marketing programs that help increase the demand for Australian wool.

International Wool Textile Organisation vice president Peter Ackroyd spoke to woolgrowers about the Prince of Wales' Wool Campaign. "Prince Charles' endorsement of wool as a sustainable fibre comes at a critical time. Wool is the answer for the environmentally conscious consumer," he said of the five year project.

Editor and Chief of iconic fashion magazine, Vogue, Kirstie Clements also had words of encouragement for woolgrowers.

“Educating up and coming designers about the attributes of wool and what the Woolmark means is an important way to reach young consumers and it is good to see AWI is doing this. The message of wool needs to be repeated again and again because I believe quality fabrics are always in fashion.” she said.

An on farm research and development update was also given by AWI staff before growers joined workgroups to give more specific feedback about the various aspects of AWI business. This feedback has been collated and will be incorporated into the AWI Strategic Plan 2010/11 to 2012/13.

Australian Wool Innovation Limited

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