The Yarn

Tom Hooke from East Loddon Merino Stud in the Riverina has written a fascinating Nuffield report looking into the potential for using regenerative farming principles across the vast the Pastoral regions of Australia. His AWI-funded scholarship took him to some amazing places and people, and Tom is excited to bring the ideals and the benefits to Australian pastoral enterprises.

George Millington has recently returned from China with grounds for sustained optimism for wool. Hear what the AWI Chairman has to say about supply, ongoing demand for wool and the latest developments in on farm research.

"Built for work, worn for life" is the RB Sellars motto and a perfect fit for the Merino wool campaign with Woolmark. RB Sellars CEO and woolgrower Jim Gall speaks about his optimism for wool and the celebration of our natural fibre as part their popular clothing range.

Opinions about how to market the world’s greatest natural fibre are not hard to find, however listening to the person actually in charge in very enlightening. Laura Armstrong the Head of Demand Creation at Australian Wool Innovation/Woolmark explains how wool is promoted in an age of the digital marketplace, influencers and social media.

The research, development and marketing body for Australian wool has a new Chief Executive Officer. Brian Fry has great experience in marketing premium Australian produce and is looking forward to driving demand for our premium natural fibre together with finding productive gains on farm for the woolgrowers that fund AWI/Woolmark.