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Beyond the Bale : September 2010
Beyond the B ale is published by Australian Wool Innovation Limited (AWI), a company funded by Australian woolgrowers and the Australian Government. AWI’s goal is to help increase the demand for wool by actively selling merino wool and its attributes through investments in marketing innovation and r&D – from farm to fashion. Beyond the Bale is online at http://digital.wool.com.au SELLING MORE WOOL 04 The Campaign for Wool set for launch 05 Australian Merino promoted at World Expo 06 Merino innovations address modern fashion 08 Customers return to quality Aussie knitwear 09 Australian grown, Australian made knitwear 10 Nurtured design talent blooms 11 Knitwear talent showcased in hong Kong 12 Young guns of fashion talk wool WOOL PRODUCTION 14 Wool celebrated at 72 clicks 15 Think twice about the wether 16 Wool is a natural for our environment 18 Monitor sheep for lice 19 Commitment is the key to worm control 20 Can Merinos lamb at 12 to 15 months? 22 National Wool Declaration guides buyers 22 Plenty of tools to avoid flystrike 23 Integrated management a key defence 24 Good genetics for flystrike resistant sheep 24 SkintractionTM on path to commercialisation 25 Don’t forget lifetime fleece value 26 Scholarships support the next generation 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 anyone acting or refraining to act in reliance on this information. 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. ISSN: 1447-9680 Cover photo: ruralphotos.com We are continuing with initiatives to help increase the demand for wool through investments in marketing, innovations and R&D – from farm to fashion. I would like to inform you of some recent advancements the organisation is making: Strategic Plan: AWI has finalised its strategic plan for the next three years. the plan sets out initiatives which are focused on increasing demand for wool and improving productivity and profitability on-farm. PC submission: AWI has lodged a submission to the productivity Commission’s inquiry into the rural research and Development Corporations, in which we argue in favour of the current funding model. Statutory funding agreement (Sfa): In the second quarter of 2010 through a consultation process with the Federal Government we renegotiated the sFA between the Commonwealth of Australia and AWI. At the end of June, minister burke signed a new three year sFA. marketing agency selection: We have appointed euro rsCG to work with brand and retail partners to promote and educate consumers about the many benefits of wool, with the key focus being the autumn/winter northern hemisphere fashion season. Campaign for wool: AWI is supporting the northern hemisphere Campaign for Wool, of which His royal Highness the prince of Wales is the patron. retailer participation in the program continues to grow at a healthy rate. merino knitwear innovations: AWI launched two new collections of knitwear innovations at the spinexpo New York trade show in July, to inspire high volume manufacturers and brands to work with merino wool. Getting on with business retailer and brand consultation: A retailer and brand Consultation Forum is being planned for November in milan, to which we are seeking to attract the very best merchandisers. A fashion and design Consultation Forum is also in the pipeline for march 2011. online marketing: We are undertaking online marketing initiatives such as app development and search engine optimisation to drive traffic to our digital assets. visit to national retail federation and British retail Consortium: A delegation is being sent to the usA and uK to provide the NrF and brC with an update in september on the progress of flystrike r&D. response to nrf letter: An expanded Industry Consultative Committee was held on 20 July to formulate a whole of industry response to the NrF letter and position paper. on-farm staffing: I am delighted to announce Dr Jane Littlejohn as the new Head of the On-Farm research portfolio. north tuppal shearing re-enactment: We were delighted to be involved with this very successful event. stuart mcCullough CeO, AWI september 2010 BEYonD tHE BalE 2 CONTENTS Find Woolmark on Facebook at www.facebook.com/woolmark