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Beyond the Bale : Jun 07 - Jul 07
WOOLCHEQUE WINNER COVER STORY Goot on Target with Merino 22 Australian designer Josh Goot's collection in Australian Merino hits Target stores FEATURES Confidence rides on the sheep's back 4 The Bestprac grower group program Weeds need strategic attack 6 AWI's new set of weed control guides Growth from intensive grazing 8 A WA woolgrower is intensifying his land management to increase productivity Protecting Australia's reputation 10 Industry-driven R&D is providing more options to avoid dark fibre contamination Growers tap 'demand-pull' 14 Smar ter marketing allows a NSW grower group to connect directly with end users Wool reigns supreme at Nundle 18 Firing up some wool-processing machinery has brought new life to a NSW town PROFILE Shannon Warnest 24 Australian and world shearing champion Test Marketing Project results announced The results of the Test Marketing Project (TMP) have been announced at the 76th Congress of the International Wool Textile Organisation (IWTO) in Edinburgh, UK.The TMP was a collaborative project between AWI, IWTO and Australian Wool Ser vices which began in October 2005.The par tners contributed US$6.6 million in funding and resources to identify manufacturers, retailers and consumers who would stimulate demand for fine wool apparel. Two Nor th American retailers, Saks Fifth Avenue and Dillards, were selected to trial the program.The industry funds were used for product marketing and in-store education programs for customers and sales staff. IWTO President Michael Lempriere says the aim of the TMP was to test the degree to which consumer marketing can have a measurable, positive effect on wool sales, and this has been achieved. "In terms of the dollar value of garments sold, there was an eight to 12 per cent increase at Saks and a six to 7.5 per cent increase at Dillards," he says. "Perhaps the most positive result was the leveraging of funds, with Saks creating media value of more than US$7 million from a contribution of US$1.5 million, and Dillards creating media value of more than US$4.6 million from the US$1.5 million contributed by the TMP. " AWI deputy chairman Brian van Rooyen says these results show what can be achieved by building good working relationships with key par tners in the market. "The recommendation of the TMP is to continue the marketing work but in more targeted ways, by selecting specific retail and brand par tners with a commitment of about US$250,000 per par tner," he says. "There are some elements of the TMP that are more cost- effective, such as staff training and targeted in-store product marketing, and AWI will continue to suppor t these types of activities.There has been very good collaboration across the international wool industry to market our fibre in the US. I think these results show a strong future for wool. With targeted marketing and education of the end-consumer it is possible to build demand for this premium fibre." THECONTENTS AWINEWS The national Land,Water & Wool program, the wool industry's most significant investment to date in natural resource management research and development, has revealed profitable wool production and improved environmental management can be highly compatible in many instances. Five years of research findings and outcomes from Land,Water & Wool have been consolidated into the 2ISSUE 28 JUNE -- JULY 2007 Beyond the Bale is published by Australian Wool Innovation Limited (AWI), a company funded by Australian sheep and wool producers and the Australian Government. AWI's mission is to drive research, development, innovation and marketing that will increase the long-term profitability of Australian woolgrowers. The company invests in products and practices to help woolgrowers reduce the cost of production on their farms, and also under takes activities aimed at increasing the demand for Australian Merino wool. Executive Editor: Richard Smith, Senior Project Manager, Publications, AWI AWI, Level 5, 16-20 Barrack Street, Sydney NSW 2000 AWI, GPO Box 4177, Sydney NSW 2001 P (02) 9299 5155 F (02) 9299 9880 E firstname.lastname@example.org W www.woolinnovation.com.au AWI info line 1800 070 099 Subscription: Beyond the Bale is available free. To subscribe, contact Richard Smith at AWI P (02) 9299 5155 E email@example.com Beyond the Bale is online at www.wool.com.au Copyright: Material in Beyond the Bale is copyright. Reproduction of the material is encouraged. However due acknowledgement is required. Disclaimer: Information in Beyond the Bale is not intended as professional advice. AWI will not accept responsibility for any liability arising from reliance on the contents. Beyond the Bale is written and produced for AWI by Coretext Pty Ltd. Editorial director: Brad Collis Editor: Kellie Penfold Creative director: Tim Claeys Coretext, GPO Box 5357, Melbourne VIC 3001 P (03) 9670 1168 F (03) 9670 1127 E firstname.lastname@example.org W www.coretext.com.au Beyond the Bale includes adver tising. AWI is a commercially aware company and the decision to include adver tising has been taken as a demonstration of its commitment to provide the best ser vice at minimum costs. Advertising sales: Max Hyde, Hyde Media Pty Ltd P (03) 9870 4161 F (03) 9870 4163 E email@example.com Adver tising is subject to terms and conditions published on the rate card, which is available from Hyde Media. ISSN: 1447-9680 Cover photo: Josh Goot for Target photographed by Grant Matthews To celebrate the release of a Cost of Production Calculator on the Woolcheque website, the April-May edition of Beyond the Bale ran a competition giving woolgrowers the chance to win a laptop computer. AWI is happy to announce that the winner was Peter Skipworth of Frances, South Australia.To find out how the Cost of Production Calculator can help you assess the profitability of your wool business, visit www.woolcheque.com.au Managing for Sustainable Profit report for woolgrowers and their advisers.The report outlines the program's key findings and implications, as well as providing links to relevant products and more information.With this edition of Beyond the Bale, a specially produced supplement looks at what Land,Water & Wool has discovered and how its research findings can help you manage your wool business for sustainable profit. www.wool.com.au SUPPLEMENT ISSUE 03 JUNE -- JULY 2007 LAND,WATER & WOOL FIVE YEARS OF RESEARCH SHOW THAT PROFITABLE WOOL PRODUCTION AND IMPROVED ENVIRONMENTAL MANAGEMENT CAN BE HIGHLY COMPATIBLE LAND,WATER & WOOL SUPPLEMENT
Jun 07 - Jul 07 Supplement
Apr 07 - May 07