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Beyond the Bale : December 2010
4 OFF-FARM December 2010 BEYOND THE BALE FAST FACTS l The 'Campaign for Wool' has got into full swing with a series of events and promotions held across the UK, including sheep grazing on historic Savile Row in London. l Influential brands supported the UK's Wool Week, encouraging consumers to choose wool over synthetic fibres. l The Campaign is a five year initiative which will expand globally into other key consumer markets and work alongside AWI's other marketing campaigns. The 'Campaign for Wool' -- a major promotion of wool to key consumer markets -- got into full swing during October with a series of events and promotions held across the UK. The Campaign, initiated by and with patronage from His Royal Highness The Prince of Wales, is supported by a coalition of international industry groups who are united by a common goal to educate consumers about the fibre's unique natural benefits. The initiative is funded by Commonwealth wool bodies AWI, British Wool Marketing Board, International Wool Textile Organisation (IWTO), Viking Wools of Norway and New Zealand woolgrowers. 117 retailers, fashion designers, manufacturers, woolgrowers and publishers are supporting the Campaign, aiming to reconnect consumers with the versatility of wool, from luxurious next to skin Merino apparel to the safety and comfort of natural carpet. The Campaign for Wool is a five year initiative which, following the UK launch, will expand globally into key fashion markets including the USA, France, Italy, New Zealand, Australia, Germany, Japan and Korea, to build a lasting profile for the fibre. AWI CEO Stuart McCullough said he hopes this Campaign signals a turnaround in the fortunes for wool. "Australian woolgrowers have told us how they can grow the finest wool in the world. Now, alongside many partners we are telling as many retailers and consumers as we can about the great qualities of our wool," Mr McCullough said. "Our aim is to ensure consumers opt for Merino wool instead of synthetics when choosing apparel." More information: www.campaignforwool.org "It is excellent to see so many brands in the UK supporting the Campaign for Wool and the sourcing of natural fibres. The Campaign will extend globally in 2011 and will work alongside AWI's other marketing campaigns across key consumer markets. Sheep launch Campaign for Wool Crowds flock to see the sheep on the famous tailoring street Savile Row in central London.