The Yarn

"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.

An overnight success that has taken 27 years. XTM is growing the market for Merino wool through its clever alignments and innovative products. Hear Global Sales Manager Paul Manders discuss how COVID helped change the company and why he feels confident the outdoor market for wool will continue to grow.

Woolgrower Michael Edmunds joins researchers from Deakin University to discuss an AWI-supported flystrike project taking research back into commercial paddocks. Together, they explore why some sheep are targeted by flies — and how on-farm research is helping deliver practical tools for woolgrowers.

Containment feeding has significant advantages for feed efficiency and managing stock condition. Given the significant advantages, it is not relatively difficult nor costly to set up. However, there are many important considerations before setting up. Hear from Simon Fowler from Chilwell farms near Esperance in WA about how and why it works so well.

With thanks to the National Foundation for Australia China Relations, AWI helped organise for a number of upcoming wool leaders to tour our most significant market. Hear from the Foundation’s CEO Gary Cowan and young woolgrowers Charlie Brumpton and Mitch Rubie on why they are more enthusiastic than ever about growing Merino wool.

In this extended episode we cover wool supply and demand and therefore price, longer term contracts, the work of the International Wool Textile Organisation and we also hear from a large fine woolgrower and his view of the future of the industry. 

In recent weeks there has been a welcome lift in the wool market as a level of confidence has returned to sale rooms across the country. Together with this improved market has been discussion around certified integrity schemes that have evolved in the wool market over the last decade. Hear from AWI Chairman Jock Laurie on both these fronts as the industry enters a time of renewed optimism.

Sheep still have an important role to play in a cropping enterprise according to Paul Omodei from Planfarm.

Clare Canon has returned from the Blue Earth summit where she spoke of the disconnect between global sustainability frameworks and the realities of natural fibre production. But despite this she is making it work, with better recognition and better prices for the wool she produces from the environment that she manages.

Ricky and Marnie Luhrs of Mooralla Merinos are extremely positive about the future of the Merino brred based on its versatility and performance. Given they took out the Lambex Feedlot competition with Merino lambs, they have good reason to be confident of the breed in its modern form.

Woolmark + is designed to help woolgrowers and supply chain partners accelerate the wool industry’s transition towards a ‘nature positive’ future. AWI/Woolmark’s Global Sustainability Manager Emma Gittoes Bunting talks us through the initiative.

Australian woolgrowers and fashion brands can work hand in hand when it comes to promoting all the benefits of our premium natural fibre. That's the view of designer Graham Tabor from American menswear retailer Thom Brown who recently visited Australia. 

The wool production forecast for 2024/25 is 12% lower than the year before at just under 280 million kilograms greasy. Wool production is dropping in Australia from various reasons but amongst this significant news there are plenty of good signs that better days are ahead for wool as explained by Stephen Hill, Chairman of the Australian Wool Production Forecasting Committee. 

The Merino is centre stage at Oxton Park where multiple families across multiple generations run a 8000 ha mixed farming operation. Hear how this family continues to make it work by looking for opportunities across merino wool, meat and cropping.

We hear from Anthony Uren from AJ & PA McBride after his return from the Woolmark 60th anniversary tour of woollen mills and Woolmark partner.

Hear from AFL superstar and dual Brownlow medallist Patrick Cripps about growing up on a Merino property, life lessons from the town of Northamption in WA and the journey wool takes from the shearing shed to AFL jumpers.

We hear from Richard Eckhard, Professor of Livestock production at Melbourne University who not only breaks down the carbon debate into common language but has good news in terms of trading and the future with biodiversity.

It has been the driest 5 months of record for many woolgrowing areas and many are now facing new challenges they haven't seen before. Dr Jane Gaussen of The Livestock Vet talks us through some of the challenges through this difficult time.

Over decades, Australian Wool Innovation has invested extensively to help woolgrowers protect their stock from flystrike. Hear just what is available to woolgrowers in this regard, to keep Australian woolgrowers the very best in the world.

The biggest sheep experiment in the world is drawing to a close and with it a treasure trove of data to explore. With the New England MLP site has come the added opportunity to develop Flystrike Breeding Values: hear from the experts about how this MLP site has been crucial in driving the Merino industry forward.

Vietnam has been an emerging market for Australian wool for some years with some significant headway now achieved. Hear from Trudie Frederich, Regional Development Manager - Emerging Markets & India about how Vietnam is becoming a growing supply chain for Australian wool.

Woolmark regional manager for Western Europe Damien Pommeret discusses in detail the large amount of work Woolmark conducts on behalf of woolgrowers in this important market. In particular highlighting the renewable and biodegradable nature of wool in a world of fast fashion.

With the third largest GDP, Japan has been a significant market for wool for a long time. South Korea also as a cold climate country with a large population is a growing market for wool. Samuel Cockedey is the Woolmark manager for these two important markets and explains why he is upbeat about the natural fibre’s future in these markets.

Italy is one of the style-capitals of the world with leading brands as well as some of the globe’s significant upmarket wool processors and manufacturers. Hear AWI/Woolmark regional manager for central and eastern Europe, Francesco Magri discuss the latest wool campaigns and trends in Italy and why he is optimistic for our fibre in this crucial market.

China is by far the largest destination for Australian wool, not only got processing but also, ultimately, sales. What is less known is the dependence of the enormous Chinese wool processing industry on Australian Merino wool. Hear AWI/Woolmark Country Manager Jeff Ma discuss the latest developments for our fibre within China and why he believes Australia and China with stay wool-dependent on each other for a very long time.

A kiwi shearer with a great eye for innovation, Wayne is known for his very successful crutching trailers but now has a system that uses a board that can change height to allow shearing also. Hear how Wayne is also thinking of what could be done to harvest wool using biological harvesting.

The much-maligned Merino weaner is a vital part of any self-replacing Merino enterprise but often the cause of great frustration in working out how to get the best from them. Megan Rogers of AWI Sheep Connect NSW speaks with two woolgrowers have been through the trials and come out winning with weaners with a few, simple tweaks and are reaping the rewards: Tony Overton from Walcha and Rob Kelly from Guyra.

One of the superstars of agriculture is Anna Speer, from pastoral experience as a jillaroo to the Livestock Exchange, CEO of Auctions Plus to chief operating officer at AACo and now managing director of Greenstock or Woolworths Meat, Anna has quickly become one of Australian agriculture’s most influential figures. What does she make of the juggernaut that is regenerative agriculture and what is the future of the relationship between modern consumers and farmers?

AWI Trade Analyst Scott Carmody talks through the ups and the downs from the 34th Nanjing Wool Market conference, widely seen as the most significant wool industry conference. Some blunt feedback from Chinese processors about wool clip preparation and some good longer terms signs from the trade were amongst the news.

Hear from AWI Chairman Jock Laurie and Professor Phil Hynd from the University of Adelaide on the latest research developments with biological harvesting of wool from the latest field day.

Dr Alex Ball of Rural Analytics explains the enormous gains the sheep and wool industry, or the sheep industry has achieved in the last 25 years but puts the ball in the industry’s court as to the future. Where do we want to be in another 25 years? The potential is out there.

Regen Ag enjoys enormous popularity amongst farmers and consumers alike, but what is its definition and what can it and cannot include? Hear the thoughts from farmer, conservationist, agronomist Cam Nicholson from Nicon Ag about the opportunity for Regenerative Agriculture to be a term that helps unify rather than divide.

Recently returned from both the IWTO congress in Japan and a trip to meet with some of China’s biggest wool processors and traders, AWI Trade Consultant for AWI, Scott Carmody has a mix of reality and optimism for wool.

One of the most significant roles in the wool industry is the General Manager of on farm research at Australian Wool Innovation. Bridget Peachey now holds this position and we hear from her about the various projects she now oversees. For those looking to contribute maggot samples for the flystrike resistance research discussed please contact NSW DPI [email protected] or ph: 02 4640 6446 and supp feeding for lamb survival contact Amy Lockwood ([email protected]) or Serina Hancock ([email protected])

Canadian company Simply Merino consciously uses Australian Merino for their everyday outdoor wear. Recently they came to Australia and stayed on a farm that sold wool into their products that continue to enjoy strong and sustainable growth in demand.

There has never been a more acute need to find alternatives to harvest wool. The research project with the University of Adelaide to biologically harvest wool using a new protein and a new method of removing wool is making significant headway. Hear chief researcher Professor Philip Hynd discuss headway so far.

The Merino Lifetime Productivity project is the world’s largest sheep experiment. The Macquarie site at Trangie, NSW is winding up but is unique as it focuses strongly on ewe type by examining the lifetime performance of a heavy cutting type versus a dual purpose type of sheep across 31 sires and a lifetime of production. Hear MLP Macquarie Chair Matthew Coddington, sheepclasser Chris Bowman, site enthusiast and breeder Graeme Wells and data analyst Dr Sue Mortimer from NSW DPI discuss the trends and industry ramifications for this momentous project.

A quiet revolution has been taking place in recent years across sheep yards and shed design as well as the rapid development of the myriad of sheep handlers that are now on the market. These are all working to make sheepwork easier but which one is right for you? Ben White from the Kondinin Group talks through the important considerations with AWI’s Emily King at the AWI Sheep Handling Innovation and Demonstration Day in SA recently.

One of Australia's largest woolgrowers, Ian Shippen joins The Yarn to discuss how he found a way to shear many thousands of stranded sheep during the floods using the race delivery system. He also discusses the greater issue of shearer shortages and the need to find solutions.

With increased transparency comes increased market opportunities but the number and complexity of various supply chain schemes along the path to the final consumer is complex. Hear the common sense approach and the good news for woolgrowers from Dr Robyn Leeson, a global leader in this area, principal of STR Consulting and vice chair of the Global Reporting Initiative Global Sustainability Standards Board. She spoke at the Sheep Sustainability Framework about where to for the sheep and wool industries.

Australia’s oldest working textile mill: Waverley Mills in Tasmania, is expanding! Hear from agribusiness veteran and Waverley executive director David Farley about his plans for not only the growth of this important piece of wool history but his optimism for a much larger domestic processing industry in Australia.

Despite global uncertainty, the wool market has started the calendar year relatively well. Given all factors at play, what is the road ahead? We hear why AWI Trade Analyst Scott Carmody is optimistic for wool in 2023.

From shearing for the Queen to outback Queensland and winning at the Golden Shears, Cathy is a legend of the industry and inductee into the Shearing Hall of Fame. We catch up with her at her bakery in Quilpie and hear what it was like to not only pioneer shearing for women but the be one of the best in the business.