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Beyond the Bale : May 2010
Beyond the Bale is published by Australian Wool Innovation Limited (AWI), a company funded by Australian woolgrowers and the Australian Government. AWI's goal is to increase the demand for wool by actively selling Merino wool and its attributes through investments in marketing and R&D. Beyond the Bale is online at http://digital.wool.com.au SELLING MORE WOOL 04 Merchandising collateral refreshed 05 Merino from paddock to Fields 06 Easy-care properties of wool showcased 07 Lightweight Merino lands a cool punch 08 AWI riding the fashion cycle 09 Textile trade embraces new technologies 10 Wool steps up to the plate 11 Sleeping, walking and sitting on wool 12 Showcasing wool to city consumers 13 Wool advocate wins major fashion award WOOL PRODUCTION 14 Sustainability: Land, Water & Wool revisited 16 Apparel giant backs wool's sustainability 18 Historic shearing shed re-enactment 18 ShearEzy stars on ABC's New Inventors TV show 19 Cooling vests provide shearers with a cutting edge 20 Stay connected with your industry 20 National wool R&D and extension strategy 22 Don't take the risk: worm test 24 Wool illustrated for the next generation 25 AWI roadmap for flystrike prevention 26 Merinos reward Peppin Shaw winners Executive editor: Richard Smith, AWI Marketing and Communications AWI, Level 30, 580 George St, Sydney NSW 2000 AWI, GPO Box 4177, Sydney NSW 2001 P 02 8295 3100 F 02 8295 4100 E firstname.lastname@example.org W www.wool.com AWI Helpline, 1800 070 099 Subscription: Beyond the Bale is available free. To subscribe contact AWI: P 02 8295 3100 E email@example.com Copyright: Material in Beyond the Bale is copyright. Reproduction of the material is encouraged. However due acknowledgement is required. Disclaimer: AWI does not give any warranty or representation as to the accuracy, reliability or completeness of the information in Beyond the Bale. To the extent permitted by law, AWI and its employees, officers and contractors and any contributor to this publication shall not be liable for any loss or damage arising in any way (including by way of negligence) from or in connection with any information provided or omitted or from any one acting or refraining to act in reliance on this information. ISSN: 1447-9680 Beyond the Bale is produced for AWI by Coretext Pty Ltd. Coretext, PO Box 12542, Melbourne Vic 8006 P 03 9670 1168 F 03 9670 1127 E firstname.lastname@example.org W www.coretext.com.au AWI is a commercially aware company and the decision to include advertising in Beyond the Bale has been taken as a demonstration of its commitment to provide the best service at minimum costs. Advertising sales: Max Hyde, Hyde Media Pty Ltd P 03 9870 4161 F 03 9870 4163 E email@example.com Advertising is subject to terms and conditions published on the ratecard, which is available from Hyde Media. Cover photo: Secondary school students from rural areas modelling wool apparel and creating some razzamatazz at The Australian Wool Fashion Awards (see page 12). Credit: ASA Photography As the acting CEO of AWI -- Australia's wool research, development and marketing body -- I can report that we are continuing to progress the plans so strongly supported by woolgrowers at last year's WoolPoll. I would like to inform you of some recent advancements the organisation is making: Flystrike prevention: This remains AWI's number one research priority, with mechanical (clips) and genetic (breeding values) alternatives to mulesing already in use and the Skintraction (chemical) alternative continuing to show encouraging results ahead of APVMA approval. National Retail Federation: Eric Autor of the NRF met with over 17 separate wool organisations in Australia last month, gaining a greater understanding of the industry and the efforts to find alternatives to mulesing. Productivity Commission: AWI has met with the PC in relation to its inquiry into Rural Research and Development Corporations. AWI's submission will be lodged by 25 June. Research proposals: Following a call for project proposals in March, AWI received 72 new on-farm and 36 off-farm research proposals. Marketing: AWI has issued a marketing brief to a group of eight international marketing agencies for them to respond with strategy and creative. Education and training: AWI has set up a new business unit to focus on digital training and collateral development for supply chain partners and retailers/brands. Communication: AWI has embarked on a data collection program to expand our reach to woolgrowers and associates attached to wool growing enterprises. Statutory Funding Agreement: Negotiations for a new SFA will be completed by the end of June. Getting on with business Strategic and Operating Plans: These are both on schedule for completion by the end of June. Review of Performance "one-year-on": This will assess the effectiveness of the AWI business and report on the implementation of the 11 Arche recommendations from 2009. Industry Consultative Committee: A new committee has been formed, including representatives from WoolProducers, AWGA, ASMBA, ASFWGA and FAWO. Extension: AWI has reviewed the way it communicates on-farm advances to woolgrowers. It is committed to fund state based grower extension networks. I am keen to get on with doing what AWI is supposed to do: research, development and marketing. We have a team of dedicated staff getting on with returning improved profitability to the woolgrowers we serve. With good seasonal and market conditions, the future looks encouraging for this iconic Australian industry. Stuart McCullough Acting CEO, AWI May 2010 BEYOND THE BALE 2 CONTENTS AWI acting CEO Stuart McCullough.