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Beyond the Bale : Aug - Sep 08
Issue 35 august – sePteMBer 2008 Thecontents Cover story Woolmark brands reinvigorated New brands are being launched in a grand marketing initiative Features New brand a winner for dapper Wallabies The Australian Rugby Union national team gets new Merino uniforms Inaugural Woolmark Prize showcases Merino 6 An AWI initiative to regenerate interest in wool amongst recently graduated fashion designers trial results support genetic alternative to mulesing Bare-breech trait proving highly heritable A four-year study is proving that a genetic alternative to mulesing is possible and practical No wool-cut compromise for Crabb Bare-breech Merinos do not cut less wool than ‘ordinary’ Merinos saltbush adds flex to drought feed A family in WA has found saltbush is the key to maintaining productivity in dry times australian Merino hits the Kokoda track NSW woolgrower John Pike makes an active effort to promote Australian wool ProFIle Clare Hamilton, sustainable woolgrower and Landleader coordinator 24 20 14 13 10 Research is evaluating breeding for breech-strike resistance and the effects of not mulesing 12 5 4 a global market for Merino Australian Merino must operate in the affordable luxury segment of the global apparel market. Following the integration with The Woolmark Company, AWI has been restructured in line with our focus on a business-to-business strategy to build the demand for Australian Merino wool. This means that we can work more closely with our supply chain business partners – partners that can tell your story and help sell effectively to consumers. The AWI business is now predominantly overseas in the big consumer markets – we need to be able to operate to their timeframe, timelines and business expectations. Speed to the market, proximity to customers and support for licensees are all vital. It is important that the positioning and allocation of our offices, services and staff geographically mirror our key markets and business demands. While the core functions of the company, including our wool production role, will continue to be based in Sydney, there is now a key account management structure in the three regions of Europe, the Americas and Asia. Key account management is our in-country sales 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 undertakes activities aimed at increasing the demand for Australian Merino wool. Executive Editor: Richard Smith, Senior Project Manager, Publications, AWI AWI, Level 30, 580 George St, Sydney NSW 000 AWI, GPO Box 4177, Sydney NSW 001 P (0 ) 8 95 3100 F (0 ) 8 95 4100 E firstname.lastname@example.org Wwww.woolinnovation.com AWI Helpline 1800 070 099 Subscription: Beyond the Bale is available free. To subscribe, contact Richard Smith at AWI P (0 ) 8 95 3100 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, PO Box 1 54 , Melbourne Vic 8006 P (03) 9670 1168 F (03) 9670 11 7 E firstname.lastname@example.org W www.coretext.com.au Beyond the Bale now includes advertising. AWI is a commercially aware company and the decision to include advertising has been taken as a demonstration of its commitment to provide the best service at minimum costs. 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 rate card, which is available from Hyde Media. ISSN: 1447-9680 force and they know the retailers and manufactures – that is their business expertise. Each of these key strategic regions is led by a regional manager: Nagy Bensid based in Paris, Edwin Nazario based in New York, and Pascal Senkoff based in Tokyo. They are responsible for ensuring that AWI’s key account management teams work with our selected and targeted business partners to build demand for Australian Merino wool. I am also very pleased to report that the 2008 Woolmark Prize winner Qiu Hao from shanghai with Craig Welsh (see page 6). textile apparel industry’s symbol for quality wool is undergoing a global reinvigoration with the launch of the ‘Superior Merino’ and ‘Australian Merino’ brands. These will be our platforms to reintroduce wool to a new generation of consumers through our retailer partners. As part of the reinvigoration, higher test standards and compliance for manufacturers wanting a licence to utilise the Woolmark are being put in place. Our aim is to: ú reposition Australian Merino as the world’s most luxurious yet affordable natural fibre; ú attain higher prices and a greater return to Australian woolgrowers; and ú rebuild the reputation of the Woolmark as a quality assurance promise. This is an exciting time for the Australian wool industry. But we are working in a very competitive and dynamic global marketplace, so we must always be prepared to face the realities of the market and look into new and emerging opportunities for our great fibre. For instance, some of you may remember Russia and Eastern Europe as being large consumers of wool for military purposes. Well, today these regions have a growing wealthy segment that we are scrutinising closely for possibilities. So starting today,we have a unique opportunity to reinvigorate this industry. I am confident that with clearly defined plans for our retail partners, supply chain partners and woolgrowers working together we can secure a prominent position for Australian Merino wool in the global market long into the future. – CraIg WelsH,CHIeF exeCutIve PHoto: guIllauMe roujas
Jun - July 08
Oct - Nov 08