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About AWI

As the research, development and marketing body for the Australian wool industry, Australian Wool Innovation (AWI) invests to increase the profitability and sustainability of the industry. The company is a not-for-profit enterprise that works along the worldwide supply chain for Australian wool – from farm to fashion – on behalf of about 60,000 Australian woolgrowers that help fund the company. Through its extensive network of relationships spanning the international textile and fashion industries, AWI’s marketing arm, The Woolmark Company, highlights Australian Merino wool's position as the ultimate natural fibre and premier ingredient in luxury apparel.

Why Merinos?

“Australia was largely put on the world stage on the back of the Merino. It is an animal that has delivered enormous wealth to this country and has been carefully bred for all Australian conditions. It is also well placed to help Australian farmers make the most of both the enormous global fibre and food opportunities into the future.

“AWI proudly supports the Australian Association of Stud Merino Breeders’ ‘Breed More Merino Ewes’ campaign, which acknowledges the Merino ewe as the backbone of the Australian sheep industry. Merinos are achieving very profitable results for producers compared to other breeds and enterprises across Australia in a range of production systems and rainfall zones. By increasing Merino breeding ewe numbers in their enterprise mix, producers can take advantage of the enormous global fibre and food opportunities in the future.”

Stuart McCullough, Chief Executive Officer, Australian Wool Innovation

 

AWI website

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