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Beyond the Bale : Oct - Nov 08
3 Global launch of new brands AWI has begun unveiling its new corporate identity and brand stable around the world, marking a milestone in the innovation and marketing of Australian wool. new licensee programs for the Australian Merino™, superior Merino™ and superior Merino Blend™ brands are being rolled out globally. The initial launch began in sydney on 12 August, and has been followed by launches in the Us, Japan, Korea, Hong Kong and China. Launches are also planned for europe. The launch in sydney was accompanied by an announcement that AWI will spend more than $120 million over the next three years re-launching Australian Merino wool back into the international marketplace as the world’s best luxury fibre. Wool will be marketed like never before through captivating business-to-business campaigns. With a clear vision for the future, AWI will take on the world with fresh ideas in marketing and product development, and encourage and assist the entire supply chain to work towards environmentally sustainable and ethical production methods to satisfy today’s consumer. More information: http://merino.wool.com neW FLysTrIKe PreVenTIOn TeCHnOLOGIes In DeVeLOPMenT Information about the development of two promising new technologies designed to prevent flystrike in Merino lambs was announced by AWI’s Chairman Brian van Rooyen in August. Both technologies are painless and leave no open wound. “One is a gel, which when injected forms a barrier between the sheep’s skin and its flesh, eventually leading to that patch of skin contracting and an overall tightening of the breech area without an open wound,” Mr van Rooyen said. “The second chemical forms an internal suture, which leads to skin being painlessly removed without an open wound.” He said that in both cases the area treated sufficiently enlarges the bare breech area and also removes the breech wrinkle of the Merino genotypes which have been tested so far. Mr van Rooyen said that AWI was not ready to provide more information on the identity of the chemicals because necessary patent processes were yet to be finalised. A sub-committee of the AWI Board has been formed to oversee the trialling and registration of the new injectables and the other flystrike-control technologies that AWI is funding. The committee is chaired by Dr John Keniry and includes Dr Chris Abell and Dr Kevin Bell. expertise driving a new vision for the company A new three-year strategic Plan for your company, AWI, is currently being issued to AWI shareholders and key industry stakeholders. Please take the time to read it thoroughly. The plan has been endorsed by the AWI Board, the Australian wool industry and the Federal Government. This three-year plan provides a robust and cohesive strategy that will enable us to reintroduce Australian Merino wool to a new generation of consumers. Importantly, it sets targets for management in key areas of the business to drive outcomes for woolgrowers. AWI recognises that its investments and activities in research, development, innovation and marketing must be geared to providing a tangible return to levy payers. While there are many factors that influence profit drivers for woolgrowers, AWI will develop and implement programs that, through adoption, extension and example, aim to: l create an additional 20 million kilograms per annum (clean) demand for Australian Merino wool, primarily by working with the top 200 international retail and brand partners to lead the market; l reduce wool’s cost of production by $0.40/kg/clean over three years through increased productivity and lower costs; and l provide woolgrowers with alternatives to mulesing in support of the industry’s commitment to phase out the practice by the end of 2010. AWI has changed dramatically in the past year. Following the integration of The Woolmark Company into AWI in October 2007, we have transitioned from being an Australian r&D organisation into an international fibre research and marketing company, with an expanded global marketing role. It became apparent during the development of our new strategic Plan that the AWI Board needed broader skills to enable it to set strategy and direction for the new company and to operate effectively as a large global business. This is the reason that the Board appointed three new non-executive directors in April. They have impressive skills and professional experience in: l financial management; l international marketing and public relations; l corporate governance; and l managing a global business and global offices. This is the type of expertise that is needed to add value to the wool supply chain and ultimately to Australian woolgrowers into the future. The company has now established a great position for Australian Merino wool to have a major impact on global apparel markets in coming years. We do not intend to waste that opportunity. Our vision is for AWI to continually provide every person and company in the global Australian Merino supply chain, from woolgrower to retailer, with fresh and attainable opportunities to make better profits. – BriaN vaN rooyeN, CHairMaN
Dec 08 - Jan 09
Aug - Sep 08