WPA wants use of AWI funds for marketing Australian wool

02 Jun '12

1 min read

WoolProducers Australia (WPA), the peak national body for the wool producing industry in Australia, has said the reserves of funds lying unused with the Australian Wool Innovation (AWI) should be used to further promote Australian wool.

WPA President Geoff Power said the wool industry needs further marketing to strengthen demand in the midst of weak international financial situation.

On his return after participating in the annual conference of the International Wool Textile Organization (IWTO) in New York, Mr. Power stressed on the need for sustaining and increasing demand for wool, especially because of the ongoing financial crisis in Europe.

Given the current economic situation in Europe, it might be necessary to explore new markets for Australian wool, which will cost money, he said.

He added that the IWTO conference made him better understand the importance of social media marketing. He said some US designers have as many as 250,000 fans on Twitter and funds should be used to directly connect with them.

WPA, representing farmers whose primary business is growing wool, would urge AWI to market Australian Merino wool through Twitter and other social media, which would be a major boost to the industry, he added.

Fibre2fashion News Desk - India

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