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Beyond the Bale : December 2014
28 ON FARM Information about the origin of Australian Merino wool and the farmers that grow this fine fibre are of increasing appeal to consumers and industry partners across the world. After all, Australian woolgrowers have a unique and interesting heritage of more than 200 years growing Merino wool across a range of environments – from the high rainfall areas, to the wheat/sheep zone, out to the drier pastoral zone. As a result AWI prepares marketing collateral, telling the story of wool’s provenance and its key benefits, targeted both directly at consumers, and also for partner brands to help them market their wool products. One such piece of recently produced marketing collateral is a series of short films, prepared by AWI’s in-house video production team, featuring woolgrowers across Australia telling their own stories, about their own farming enterprises, in their own words. Four films have been produced to date with more in the pipeline. Take a look below – and at www.merino.com/thesource – to discover the diverse stories of the some of your fellow woolgrowers and their farms that all produce the fibre of our nation: Merino wool. NB: The operation of an in-house video production team at AWI (as opposed to paying external service providers) provides considerable costs savings to the business. It also provides a more efficient workflow, reduced turnaround, and more consistent and effective results. SOURCE EPISODE 1 – ALL IN THE FAMILY Will, Dion and Lenny Lebrun – ‘Wullara’, Tumby Bay, South Australia Life growing Merino wool can have its challenges, but for three generations of the Lebrun family who all work together on the family farm in South Australia, they wouldn’t have their lives any other way. There's grandfather Will who's in his eighties but still really enjoys turning up for work every day, although he does like a round of golf too. Then there's Dion, the father who, when he's not chasing after sheep, likes chasing the lead pack in adventure races. And there's the son Lenny, who loves his job, but also loves nipping off for a surf too. Each man’s work, life and livelihood are invested in ‘Wullara’, allowing the Lebruns to collectively focus on producing the finest Merino wool for the world. But besides passing on skills honed over decades, each generation must make room for the next to make their own decisions – and mistakes – as they prepare to take over the business. There are no guarantees, of course. Will even likens life on the farm to “legalised gambling”. But it’s a gamble that has paid off so far at ‘Wullara’. “It’s a business, it’s a way to make money,” says Dion. “But it’s also a lifestyle.” To find out more about what makes this family tick and why they love growing Merino wool, take a look at the video at www.merino.com/thesource ” “ A new series of short films from AWI showcases “the source” of Merino wool: Australian woolgrowers and the land they work. The woolgrowers are the lead characters in this narrative, telling their own stories in their own words. THE “ Dion Lebrun on his property ‘Wullara’, Tumby Bay, South Australia.