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Beyond the Bale : June 2018
THIS IS HOW WE WINTER Australian wool is the ultimate fibre of choice this winter according to Westfield shopping centres, who have once again collaborated with AWI for its winter retail campaign, celebrating the natural fibre and encouraging shoppers to incorporate Australian wool into their everyday life. An image from Westfield’s winter campaign, shot at Dave and Skye Ward’s wool-growing property near Goulburn, NSW. Westfield Sydney shopping centre – one of the 40 Westfield centres across Australia and New Zealand that is actively promoting wool this winter. WOOLGROWERS HERO THE PROMOTION For Skye and Dave, along with their son Digby, 7, and daughter Harriet, 3, filming the campaign was a day they will never forget, showing off new-season wool fashion from various Australian and international brands. “We feel so lucky to be able to showcase our product and it’s a great collaboration between AWI and Westfield to tell the wonderful story of wool to consumers,” said Skye. “We’re so lucky to live on the family property and bring up our children here, continuing to do what our family has done for more than 100 years. It holds a very special place in our heart and we love living here, growing wool and continuing the family legacy.” The Wards run 2,500 Merinos at ‘Spring Ponds’, with another 2,500 sheep on a family property at Cooma. Averaging 17 micron, their wool is no doubt used by some of the world’s leading fashion apparel brands. “Traceability is becoming increasingly important,” said Dave of the growing trend for brands to promote the complete farm to fashion journey. “Consumers are wanting to know the source of their product and one day we’d love to see in store a woollen garment made from the wool grown here at ‘Spring Ponds’.” Like so many woolgrowers across the country, the Wards see themselves as custodians of the land. “We'd love our grandchildren to live here too and we hope to leave it in even better shape for future generations,” said Skye. “Wool is coming into its own; consumers are becoming more concerned with environmental and sustainability issues. Other than keeping you warm, wool is a naturally grown fibre and we feel these factors lend themselves to consumer wants and needs.” Both Skye and Dave agree that it’s a great time to be in the wool industry and promotions such as the Westfield winter campaign help bridge the city-country divide. “If you're happy doing what you're doing and get home invigorated, looking forward to the next day, then you've got life made – and that's where we're at,” said Dave. “Wool is a beautiful product to grow: it's natural and sustainable. Every day is really enjoyable and I look forward to the next. To bring our children up on a sheep property – how lucky are we.” Walk into any Westfield centre in Australia and New Zealand this winter and you’ll notice that many parts have been turned into a woolly wonderland. For the second year, Westfield has partnered with AWI’s subsidiary The Woolmark Company for its major winter campaign, placing wool front and centre of customers’ minds. ‘Enjoy not endure winter’ is the underlying theme of Westfield’s campaign – if you have the right clothes, you can embrace the cooler months, and the right clothes are made from Australian Merino wool. Shot at Dave and Skye Ward’s wool-growing property ‘Spring Ponds’ near Goulburn, NSW, the campaign takes customers back to the source of the natural fibre as the Ward family kindly opens up their home. “Following the success of last year’s campaign, which strengthened the Westfield-Woolmark partnership, we are once again celebrating wool this winter,” explains Westfield Senior Brand Experience Manager Tanya Green. 20 OFF FARM
In the Shops - September 2018