The Australian Wool Innovation unveils Wool 2030 strategy

18 Jan '21

3 min read

Pic: Australian Wool Innovation

The Australian Wool Innovation (AWI) has released the Wool 2030 strategy. AWI is a not-for-profit enterprise that conducts research, development, and marketing along the worldwide supply chain for Australian wool on behalf of about 60,000 woolgrowers that help fund the company. The Australian wool is the world’s premium sustainable fibre in the industry.

The strategy represents the fulfilment of recommendation 1.3.4 from the 2018 Review of Performance of AWI by EY, to ‘Develop a ten-year wool strategy to inform AWI’s three-year Strategic Plans’, according to AWI.

“AWI asked its Woolgrower Consultation Group (WCG) to provide oversight of the development of the Wool 2030 strategy. The WCG has a membership of 29 wool industry groups as well as a representative of the department of agriculture, water and the environment and the independent chair of AWI’s woolgrower industry consultation panel. Each WCG member was asked to invite a ‘next generation’ counterpart to participate in Wool 2030, effectively doubling the size of the group. More than 800 woolgrowers helped write the report that was overseen by AWI’s Wool Consultation Group (WCG) and the Wool Industry Consultative Panel (WICP),” AWI said in a press release.

The strategy is underpinned by five pillars which include caring for our animals and the environment; marketing the world’s most desirable fibre; communicating with our customers; transforming our production systems through innovation; and fostering a prosperous wool-growing community.

The key themes from the strategy include the need for better communication and understanding along the wool pipeline. More growers need to know what products their wool goes into, and what customers are seeking and they can provide customers with more information about their product, especially concerning its provenance.

Sustainability is a key attribute sought by today’s consumer, and Australian wool will continue to be promoted for its ‘natural’ advantages of being renewable, recyclable and biodegradable. Improved animal welfare will be also on focus. The Merino ewe will continue to be the cornerstone of the Australian flock, AWI said in a media statement.

The harnessing of new technology promises on-farm efficiencies and solutions to longstanding challenges such as wool harvesting and parasite control. People are also a focus of the plan, which envisions a united, cohesive industry that attracts younger generations

Oversight of the plan will be provided by Wool 2030 steering group comprising an independent chair, and representatives of national woolgrower and stud breeder organisations and members from all sectors of the wool pipeline.

Fibre2Fashion News Desk (GK)

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