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Beyond the Bale : December 2017
DEVOLD SHOWCASES ITS SUPPLIERS OF MERINO WOOL Devold obtains its Merino wool from a dozen farms across Australia. View the stories about the sheep, people and environment of six of these farms at www.devold.com. Here are three of the featured farmers about which there are videos on the website. DEVOLD'S MARKETING FROM SHEEP TO SHOP Devold is using in its consumer marketing the stories of six Australian woolgrowers that supply their wool to the company. Imagery as well as information about the history and farming practices of each of the six farmers is included on the Devold website. In addition to the three woolgrowers highlighted below, the other three woolgrowers whose stories are told on the website are: Charles Downie of 'Glenelg' at Gretna in the Derwent Valley of Tasmania, Simon Barton of 'Glen Oak' at Wellington in NSW and Jock Allen of 'Kiah Lake' on the Monaro of NSW. Ian’s son James Taylor with wife Georgina and children Lachlan and Florence. Above: Devold's marketing of its apparel utilises several digital channels including web and social media. Right: A small selection of Devold's large base-layer range in which these farmers' Merino wool is used. ‘Glencoe’ owner, 90-year-old Paul Simons. Edward Martin in his shearing shed. EXCLUSIVE HERITAGE IAN AND JAMES TAYLOR, ‘WARRAMBEEN’, SHELFORD, VICTORIA Warrambeen is located on the western basalt plains of Victoria; a large area of the property is pristine grassland. The historic wool shed was built in the 1860s of local bluestone constructed by Scottish stonemasons. The Taylor family has an impressive heritage; originally from ‘Kenilworth’ in Tasmania, Ian's forebear David Taylor, purchased half of Eliza Furlonge's flock of superfine Saxon-Merinos in 1835. In 1989, Ian and his family moved from ‘Kenilworth’ to ‘Warrambeen’, bringing 3,500 descendants of the Furlonge flock with them to Victoria. GREEN FARMERS, GREEN PRODUCT PAUL SIMONS & MANAGER TOM SIMSON, ‘GLENCOE’, TAYLORS FLAT, NSW On low-lying highly fertile valleys on the South West Slopes of NSW, ‘Glencoe’ is surrounded by old-growth native woodlands as well as a lush and colourful wildlife. Paul and Tom are doing everything in their power to conserve the look and feel of the property and provide the best possible home for its 10,000 sheep. The pair focus on not pushing the land too hard, but rather preserving it for future generations. To accomplish this, they have commenced a large tree planting operation to help stop erosion, protect the creeks and give shelter to the flock, and are working to preserve the soil on the farm. NEW SOLUTIONS, BETTER WOOL EDWARD ‘BEAR’ MARTIN, ‘TUREE VALE’, COOLAH, NSW Edward and his wife Victoria, together with their three small children, produce some of the finest quality wool in the world. They do that by strong devotion to and passion for their heritage. Yet they are not shy of trying out new solutions. Edward says generations of breeding make the Merino wool from Turee Vale up there with the best in the state. “Our style of wool has improved along with elasticity, whiteness, length and lustre,” he says. From start to finish, the Martins have promised to provide Devold with a well-treated animal, as well as some of the softest and whitest wool on the planet. OFF FARM 7
In the Shops - March 2018