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Beyond the Bale : September 2011
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 Campaign for Wool builds on success 06 Woolmark and Armani 07 The wool is 'bella' in Biella 08 The Wool Lab inspiring buyers 09 Unique ultrafine knitwear 10 Nuturing with nature 12 Merino designers in Hong Kong 13 Educating textile graduates 14 Social media campaigns launched 16 Merino in pole position 18 Marketing the natural story of wool ON-FARM 20 Pen weaning helps productivity 22 Merino still king in Kojonup 23 Shearing and woolhandling championships 24 Woolshed keeps it cool 25 Shearer and wool handler training 26 Wild dogs funding 28 Precision sheep management 32 Elmore Field Days trial 34 Flystrike remains priority 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 Front cover: Image by acclaimed photographer and Woolmark Ambassador Anne Geddes. 2 UPFRONT Find Woolmark on Facebook at www.facebook.com/woolmark September 2011 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 Visitors to Sheepvention at Hamilton last month were entertained by a Celebrity Wool Handling Challenge between AWI Chairman Wal Merriman and AWI CEO Stuart McCullough (pictured above). While they successfully entertained the crowd with their efforts, they were there to promote the serious message of encouraging young people to become shearers and wool handlers. Stuart said highly skilled professional staff to harvest and handle the Australian wool clip are key to the continued rise of profitability in the Australian wool industry. "Nearly 1400 shearers and over 900 wool handlers were trained directly through AWI funded programs PROMOTING WOOL HARVESTING in 2010/11, with an additional 200 participants attending crutching and other introductory workshops. Crutching workshops serve an important role in introducing new participants to sheep handling and the operation of the shearing handpiece," Stuart said. "We will continue our focus on reduced operating costs in this area, to allow more of our funding to be targeted directly to training shearers and wool handlers across a broad range of skills." For the record, Stuart won the Celebrity Wool Handling Challenge, although witnesses reported that he had to work hard for the win. For more information about AWI's shearer and wool handler training program, see page 25.