The Yarn

Stronger grower returns are essential to wool’s future, but securing that future takes the whole supply chain working together. In The Yarn, Scott Carmody shares insights from the Nanjing Wool Market Conference, exploring the connection between on-farm viability, supply and greater price confidence for growers and processors across the industry.

Ask most consumers what a wool garment looks like and chances are they will picture a jumper, a coat or perhaps a finely tailored suit. Founder of Australian wool fashion brand, Homestead Road, Bridgitte Brooks wants them to think again. In this episode, we hear from Bridgitte on her journey as a fifth-generation Western Australian wool producer and first-time fashion label founder. 

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.

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.