Australian Wool Innovation (AWI) CEO, Craig Welsh came to Mudgee last week to discuss with local wool producers the future growth of the Australian Merino wool industry.

Mr Welsh outlined the marketing strategy which will pull the Merino Wool industry out of the past and into a more profitable outlook.

With innovative marketing strategies and a view for the future, Mr Welsh said that AWI had a mix of formulas that would assist the Australian wool industry.

“We are going to increase demand for Australian wool, increase the price (so farmers get a good return) and reduce the cost of running the business on and off farm,” he said.

“Our primary focus is to sell an additional 20 million kilograms worth of wool in the market as demand increases.”

Marketing manager of AWI, David Yardley, said that over the next 12 to 18 months AWI would be pushing for the growth of Australian Merino wool and the quality assurance that accompanies the product.

“We will be promoting Australian Merino wool as a luxury affordable brand and working at every level to ensure quality assurance for the consumer.

“We are going to rejuvenate the Woolmark name and reintroduce Australian Merino wool at an international level,” he said

“We are heading into a new era in wool marketing; new strategies, new consumers and an image change.”

The new company’s logo features a stylised ram’s head as its calling card and two new brands will be released alongside its new marketing strategy, Superior Merino and Superior Blend.