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Beyond the Bale : December 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 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. CONTENTS OFF-FARM 04 Sheep launch Campaign for Wool on Savile Row 06 UK Wool Week 08 Merino Wool: No finer feeling 09 Woolmark Gold campaign launched in China 10 Chinese brands inspired by Aussie wool 12 Merino innovations showcased 13 Woolmark marketing gets social 14 Australian Merino wool 'On Stage' 15 Merino creativity and innovation ON-FARM 16 Merinos deliver from west to east, dry to wet 18 Passionate recruit to Leading Sheep 19 Dry season training for WA 20 Guardian dogs protect 'their' stock 21 New breeding values released 22 Across flock comparisons 24 Unlocking ewe potential increases productiviy gain 25 Lifetimewool 26 The resurgence of scanning 27 Young Merino disciples Executive Editor: Richard Smith, firstname.lastname@example.org, 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 email@example.com 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 firstname.lastname@example.org Copyright: Material in Beyond the Bale is copyright. Reproduction of the material is encouraged. However prior permission must be obtained from the Executive Editor. 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. 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: Sheep graze Savile Row in London to launch the Campaign for Wool. An independent review of AWI has reported an improved performance of the company. This 'One Year On Review of Performance' was in response to a recommendation of the 'Three Year Review of Performance' undertaken in the lead-up to WoolPoll 2009. The latest review, conducted by consultant GHD Hassal, concluded AWI had acted upon all 11 recommendations from last year 's three year review. It states: "AWI has made a number of significant changes to its processes and operations based on the recommendations of the three year performance review. Additionally, positive changes have also been made by the Board and Management in response to opportunities identified during the most recent strategic planning cycle." According to the review, improved strategy setting, planning, consultation, corporate governance, company processes and the appointment of directors were areas where progress has been made. It states: "The consultant considers that implementation of the recommendations has resulted in improved company processes that will ultimately lead to demonstrable outcomes for levy payers and other stakeholders (R&D, marketing, retailing). Our consultation found that stakeholders have acknowledged the genuine efforts of AWI to adopt the review recommendations and have generally been pleased with the direction of change." AWI CEO Stuart McCullough said the company would continue to improve in providing value to woolgrower levy payers. "Directors and staff at AWI have worked hard to turn this company around and I understand perception takes a long time to change," Mr McCullough said. "I look forward to demonstrating further improvements, with AWI volunteering for another review next year. In the meantime I invite all interested parties to view both this report and the 2010-13 Strategic Plan online on the AWI website." Terms of reference for the review were determined by the Department of Agriculture Fisheries and Forestry. GHD Hassal was commissioned by AWI to conduct the review after a competitive tendering process. The review examined the improvement in AWI's operations from 1 July 2009 to 30 June 2010 and rated all recommendations as either "completed", "partial" or "in-progress". Interviews by GHD Hassal were conducted with staff, directors, shareholders and stakeholders. Consultation was completed during October 2010 and the report was publically released on 22 November. All industry R&D Corporations are required to conduct independent reviews of their performance as a requirement of their Statutory Funding Agreements with the Federal Government. More information: www.wool.com/CorporatePublications 2 UPFRONT Find Woolmark on Facebook at www.facebook.com/woolmark AWI lifting its game December 2010 BEYOND THE BALE Beyond the Bale is online at http://digital.wool.com.au 1. WOOL INDUSTRY R&D -- ON-FARM 2. WOOL INDUSTRY R&D -- OFF-FARM 3. MARKETING AUSTRALIAN WOOL 4. INTERNATIONAL SALES NETWORK/ WOOLMARK 5. INTERNATIONAL TRADE AND MARKET ACCESS AWI INVESTMENT STRATEGIES