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Beyond the Bale : Feb - Mar 08 Supplement
The Beyond the Bale supplement is published by Australian Wool Innovation Limited (AWI), a company funded by Australian sheep and wool producers and the Australian Government. Executive Editor: Richard Smith, Senior Project Manager, Publications, AWI AWI, Level 30, 580 George Street, Sydney NSW 2000 AWI, GPO Box 4177, Sydney NSW 2001 P (02) 8295 3100 F (02) 8295 4100 E email@example.com W www.woolinnovation.com.au AWI Helpline 1800 070 099 Subscription: Beyond the Bale and supplements are available free. To subscribe, contact Richard Smith at AWI on (02) 8295 3100, email richardsmith@ woolinnovation.com. Beyond the Bale is online at www.wool.com.au Copyright: Material in the Beyond the Bale supplement is copyright. Reproduction of the material is encouraged. However due acknowledgement is required. Disclaimer: Information in the Beyond the Bale supplement is not intended as professional advice. AWI will not accept responsibility for any liability arising from reliance on the contents. The Beyond the Bale supplement is written and produced for AWI by Coretext Pty Ltd Editorial director: Brad Collis Editor: Kellie Penfold Creative director: Tim Claeys Coretext, PO Box 12542, Melbourne Vic 8006 P (03) 9670 1168 F (03) 9670 1127 E firstname.lastname@example.org W www.coretext.com.au ISSN: 1447-9680 Cover photo: Spike Mafford GREEN IS THE NEW BLACK P3 CUSTOMERS SEEK CORPORATE SOCIAL RESPONSIBILITY P4 INTEGRATED PARASITE MANAGEMENT PP6-9 GOING ORGANIC IS EASIER IN THE OUTBACK P10 ORGANIC CERTIFICATION P11 RETAIL GIANT JUMPS INTO ORGANIC WOOL P12 GROWERS MEET EU ECOLABEL P13 WOOL PRODUCTION AND OUR NATURAL ENVIRONMENT P14 WOOL PRODUCTION AND OUR CUSTOMERS P15 By AWI's Ben Lyons The words 'natural', 'sustainable', 'environmental', 'ecological' and 'ethical' all figure prominently in a modern society, and they are also values that marketers now associate with a movement in consumer decision- making. Environmentally aware consumers are typically looking for something they feel good about, not only for themselves, but also in terms of its impact on the environment. How do these broad concepts relate to a wool- growing enterprise in the 21st century? Where does Australian wool fit in this new market? And will it be market pull or regulatory compliance that determines wool-growing practices in the future? The short answer to the last question is 'both'. There are already a number of green 'Merino' marketing stories out there, such as organic and EU Ecolabel. The potential for confusion is great. For example, what does the word 'organic' mean? It is a word that most retailers and consumers relate to, but of which they sometimes have little technical understanding. A key challenge is to ensure that retailers and supply-chain decision- makers understand the full implications when they say 'I want organic'. 'Organic' is only one level of compliance in a vast array of environmental and eco standards. Certified organic production is likely to remain a relatively limited market for wool. AWI has a number of short and long-term objectives that form part of its strategy to promote the environmental and ethical credentials of Australian Merino. These objectives are designed to ensure that Australian woolgrowers capitalise on the opportunities offered by consumer interest in environmental and ethical issues. The objectives are to: ú establish and communicate to retailers and consumers the intrinsic 'green' credentials of Australian Merino, that it is 'natural, biodegradable and sustainable', and to back these claims with credible evidence. These green credentials will cover all aspects of wool production, including animal husbandry and land management; ú ensure that Australian Merino producers and processors have access to information and tools they need to produce wool products that meet realistic environmental, ethical and best- practice targets; and ú develop and implement a low-cost, efficient declaration and performance-measurement system for Australian Merino. AWI will encourage the use of appropriate assurances and accreditation systems. Building a system of green 'ticks' for an auction catalogue that signals there is little or no chemical residue on the fibre, or that the wool is from non- mulesed sheep, or on-farm environmental best practice will require careful thought and planning. This Beyond the Bale supplement is but the beginning of the process -- its purpose is to serve as a reference for growers across a multitude of issues and provoke thought and discussion. ú More information: www.merinoinnovation.com/eco WOOL'S CREDENTIALS: NATURAL, BIODEGRADABLE & SUSTAINABLE Navigate your way through the 'green' lexicon to find oppor tunities in emerging eco-markets IN THIS ISSUE OVERVIEW 2 BEYOND THE BALE ECO-TRENDS SUPPLEMENT Environmentally aware consumers are looking for products they feel good about in terms of their impact on the environment. P6 P13
Dec - Jan 08
Feb - Mar 08