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Beyond the Bale : December 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 06 'Merino. No Finer FeelingTM' 08 Australian Merino inspires Chinese brands 10 Anne Geddes partnership 11 Chinese giant launches babywear 12 To Russia with wool! 13 Wool4Skool 2012 launched 14 Modern Aussie battler 15 End of the iron age 16 Supply chain showcased ON-FARM 18 Shearing competitions promote excellence 20 Shearing: ticket to the world 22 Wool Producer of the Year 23 2012 Year of the Farmer 24 AW I 2012 Nuffield scholar 25 Mixed enterprises back wool 26 Improving profits and land 28 PestSmart toolkit for pest management 30 Lice bite into income 31 New Young Sire Program 32 Merino Superior Sires 17 34 Prince's fabric 35 Carbon farming opportunities 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: Sam Walker competing at the Euroa (Vic) Shearing Competition. AWI is providing support to shearing competitions across the country - see page 18. 2 UPFRONT Find Woolmark on Facebook at www.facebook.com/woolmark December 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 Since August 2011 woolgrowers across the country have taken part in an independent research project to determine AWI shareholders' attitudes and awareness of the company and its communication activities. These independent surveys -- conducted for AWI every two years by an independent provider -- offer valuable advice to assist AWI improve the effectiveness of its engagement with woolgrowers. Woolgrowers from all wool growing states were randomly selected by researchers to take part in the study, which was conducted in two stages: focus groups and surveys. The initial phase involved focus groups of up to 10 woolgrowers and was conducted in August at Young, Naracoorte, Horsham, Kojonup and Launceston. The second stage, telephone and (for the first time) online surveys, were conducted in October/November across Australia. The statistically significant sample covered all wool growing regions and flock sizes, ensuring a valid representation of woolgrower views. AWI's communication with woolgrowers was the central focus for the 2011 survey, with some interesting results. Woolgrowers are increasingly turning to AWI as a valued source of information, in particular, the Beyond the Bale magazine and grower Shareholders'feedback e-newsletter. And while almost two- thirds of woolgrowers use the internet daily, direct communication remains the preferred means of finding out information on the industry. AWI's shareholders noted an overall improvement in AWI's performance on some key activities since the last survey in 2008, including keeping woolgrowers informed about the outcomes of AWI's activities. However, there is still work to be done. The biennial shareholder research project demonstrates AWI's determination to continually monitor and improve its performance to maximise returns to woolgrowers. AWI senior management are already looking at areas where further progress can be made, including woolgrower engagement, extension of program outcomes, and boosting AWI's market and trade analysis. The results of the research will also be incorporated into AWI's woolgrower engagement strategies and Annual Planning and Consultation cycle, to be implemented across the business. AWI would like to thank all woolgrowers who took part in the anonymous research project and provided valuable feedback to assist AWI to further improve its communication and engagement.