ON THE RISE - The Woolmark Company

www.wool.com
Profit from wool innovation
Issue 46 march 2011
Wool
ON THE rise
confidence • marketing • prices
big country blooms again
GLOBAL MARKETING CAMPAIGNS
YOUNG WOOLGROWER’S PASSION
2
upfront
March 2011
Beyond the Bale
contents
off-farm
big country blooms
04 Merino wool campaign
launched
06 Campaign for Wool goes global
and to Australia
08 Wool fit for a Prince
09 Gold Woolmark campaign
10
New marketing with new
technology
11
Wool4Skool competition rulz!
12
Woolmark says G’day USA
13
Demand for interior textiles
14
Demand driving the market
15
Merino in the sports market
16
Young adventurer smitten with
Merino
on-farm
Twelve months ago the property of Robert McBride in the far west of NSW was a parched
landscape of red dust. Now, after some decent rain, the pastures have come alive again, renewing
18
Managing climate variation in
the pastoral zone
20
Big country blooms once again
22
Productivity and NRM
priorities meet
23
Online tool aids pasture choice
24
Producer’s passion for wool
26
GPS as aid to grazing
28
Peter Westblade Memorial
Merino Challenge
30
Flystrike RD&E remains high
priority
the confidence of woolgrowers across the region (see page 20 for the full article). The blessing of
rain has, of course, been familiar to patoralists across Australia throughout history...
Extract from “My Country” (1908)
by Dorothea Mackellar
Core of my heart, my country!
Her pitiless blue sky,
When sick at heart, around us,
We see the cattle die But then the grey clouds gather,
And we can bless again
The drumming of an army,
The steady, soaking rain.
Core of my heart, my country!
Land of the Rainbow Gold,
For flood and fire and famine,
She pays us back threefold Over the thirsty paddocks,
Watch, after many days,
The filmy veil of greenness
That thickens as we gaze.
Executive Editor: Richard Smith, [email protected],
AWI Marketing and Communications.
Find Woolmark on Facebook at
www.facebook.com/woolmark
Beyond the Bale is published by Australian Wool Innovation Limited (AWI), a company
funded by Australian woolgrowers and the Australian Government.
AWI’s goal is to help increase the demand for wool by actively selling Merino wool and its
attributes through investments in marketing, innovation and R&D – from farm to fashion.
awi investment strategies
1. Wool industry R&D – On-farm
2. Wool industry R&D – Off-Farm
3. Marketing Australian wool
4. International Sales Network/
Woolmark
5. International trade and market
access
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upfront
March 2011
Beyond the Bale
3
Getting on with business
e are continuing with initiatives
to help increase the demand for
wool through investments in marketing,
innovations and R&D – from farm to fashion.
I would like to inform you of some recent
advancements the organisation is making:
Campaign for Wool: Following its
successful launch in the UK last year, the
five-year Campaign for Wool, with support
from AWI, will expand globally this year into
other key northern hemisphere consumer
markets including the United States, Japan,
Italy, Germany, Spain and the Netherlands.
The Campaign will feature an International
Wool Week that aims to educate consumers
Wool4Skool: AWI has launched a
competition for students to redesign
their school uniforms using various wool
innovations. The competition aims to build
an awareness of the natural benefits and
versatility of wool among a new generation.
Teachers are also encouraged to get
involved – the competition is aligned with a
number of syllabus areas.
ISPO trade show: I last month attended
the ISPO international outdoor and sports
trade show in Munich. An increased
amount of outdoor apparel made from
Merino wool was prominently on display
by a more prevalent number of brands at
about wool’s unique natural benefits. The
Australian rollout of the Campaign is being
launched later this month and will include a
host of events and promotions.
this year’s show. Exhibitors reported that
Merino wool is becoming highly regarded
and appreciated as a premium natural
performance fibre.
No Finer Feeling campaign: AWI has
launched a $20 million global marketing
campaign that aims to educate a new
generation of consumers about the benefits
of Merino wool. In addition to apparel
advertisements, influential global fashion
industry leaders, such as Margherita Missoni
and Alessandro Benetton, are ambassadors
for the campaign and the fibre. The
campaign will be undertaken in partnership
with manufacturers, retailers and the media
over the next three years.
Cotton Inc projects: On my behalf, AWI’s
Chief Strategy and Marketing advisor Rob
Langtry met with the President and CEO
of Cotton Incorporated last month. Mr
Berrye expressed great interest in pursuing
collaborative research projects and we
resolved to work together on mutually
beneficial projects.
Biella visit: AWI with assistance from the
Italian wool industry last month hosted
a tour of the Biella region for Australia’s
Trade Commissioner & Consul General for
Italy Simone Desmarchelier to meet with
the major retailers and manufacturers
in the region. The purpose of the tour
was to provide a greater understanding
of the Italian wool textile industry and
particularly the importance of Australian
fine Merino wool. The visit was welcomed
by the Italian industry.
Wool interiors: Over the past few months,
Woolmark licensees that attended
international trade shows for interior textiles
have reported some of the strongest
interest in their products for many years.
Broader micron and crossbred wool is
used mainly in the interiors sector. The
licensees note that the trend towards
natural and biodegradable fibres is creating
opportunities for retailers to sell more wool
interior products.
Lenzing Group: I met with the CEO of The
Lenzing Group Dr Peter Untersperger last
month. Lenzing is the world market leader
in man-made cellulose fibres (such as modal
and lyocell) for the textile industry, with
sales in 2010 estimated at AU$2.4 billion.
We discussed the possibility of co-operative
programs in both the R&D and marketing
arenas, regarding below-the-waist casual
apparel, base layer knitwear and fire
retardant workwear.
Regional analysis of investment: The team
at AWI has been objectively determining
how much AWI investment is needed in
each country of our target markets. The
new methodology has brought greater
clarity to our investment strategy. China of
course dominates as a newly emerging mass
consumption and processing hub; however
the traditional markets of Europe and North
America are from where fashions and style
flow and therefore attract good levels of
investment as “flagship” markets. Objectively
measuring these markets helps us determine
the appropriate level of investment and
ensure greater expenditure control.
Levy income forecast: As the EMI
continues to rise in a dramatic fashion, we
are analysing the potential ramifications
that this will have on AWI’s income from
the wool levy and corresponding increase
in expenditure, where appropriate, on
marketing and R&D initiatives.
Carbon Farming Initiative: The Federal
Department of Climate Change and Energy
Efficiency released its “Design of the Carbon
Farming Initiative” consultation paper in
November. AWI has lodged a response
submission, identifying a number of serious
concerns that the scheme’s design does
not support its principles of enabling broad
participation for low administrative costs
and benefits to land owners. AWI also
developed a briefing paper based on our
analysis of the document and forwarded it
to all state faming organisations and wool
representative bodies prior to Christmas to
assist in their individual submissions.
AWI state networks: AWI state extension
networks continue to provide opportunities
for woolgrowers and producers to
make changes to their production and
management practices. To find out about
the recent activities of the AWI state
networks, read the latest edition of The
Network’s News newsletter at www.wool.
com/networks.
Wild dog control: In some areas of
Queensland and Western Australia, and
along the Great Dividing Range in NSW
and Victoria, sheep production is being
significantly impacted because of the
ongoing damage inflicted by feral dogs.
AWI recently sponsored some workshops
in WA to help producers best manage
the problem – producers
that attended the
workshops said they
found them
very useful.
Stuart
McCullough
CEO, AWI
4
off-farm
March 2011
Beyond the Bale
Merino wool campaign la
Fast facts
l AWI has launched a new global
marketing campaign that educates a
new generation of consumers about
the benefits of Merino wool.
l In addition to apparel
advertisements, influential global
fashion industry leaders, such as
Margherita Missoni and Alessandro
Benetton, are ambassadors for the
campaign and the fibre.
l The campaign will be undertaken
in partnership with manufacturers,
retailers and the media over the next
three years.
A
WI launched a $20 million, three-year
global fibre education campaign in
December to inform a new generation
of consumers about the attributes and
benefits of Merino wool.
The “Merino Wool. No finer feeling”
campaign aims to position Merino as the
premium, luxury fibre of choice.
There are several ‘streams’ to the
campaign. Firstly the campaign aims to
educate consumers about the natural
qualities of Merino wool so they associate
the fibre with quality fashion apparel.
Secondly, influential fashion industry
leaders have become “fibre ambassadors”
telling the reasons why Merino is their
preferred luxury fibre.
The campaign has been launched in
prominent magazines such as Vogue,
Vanity Fair, Harpers Bazaar, GQ and ELLE,
targeting fashion conscious consumers.
Initially launched in the UK, Italy,
Germany, Japan and the USA, a wider
global program is planned for 2011/2012 to
include China, France and Australia, with
further supporting trade activities in China,
Italy and France.
To date, the campaign has been seen by
over 27 million people across five key markets.
FIBRE EDUCATION
AWI’s Chief Strategy and Marketing advisor
Rob Langtry says the fibre education
campaign is targeted at the new generation
of young consumers who prefer natural
fibres and have the money to pay for it.
“One stream of the campaign
features modern and fashionable Merino
garments on stylish, young models, with
the iconic Australian Merino sheep acting
as a reminder of the natural origin and
provenance of garments,” Rob says.
“The campaign works on two levels:
on an emotional level it refers to a sense
of style and sophistication, while at a
functional level it’s a reminder of the
physical reason why Merino is special.
We want consumers to look behind the
Left: An advertisement from the new global fibre
marketing campaign.
Above: President of the Australian Association of Stud
Merino Breeders Tom Ashby helping out with the ram
photoshoot at his property in South Australia.
off-farm
March 2011
Beyond the Bale
5
unched
garment and make a connection
between where the fibre is from, how it
feels to touch, and how it makes them
feel emotionally.
“Merino wool has been a long term
favourite of designers, but an era of
disposable fashion has unfortunately meant
younger consumers know little about the
natural benefits of Merino wool. We really
want to bring Merino into the 21st century
and position it as a contemporary and
fashionable fibre – this campaign clearly
communicates that.”
The advertisements feature specially
selected garments from designers Richard
Nicoll, Gieves & Hawkes, Hakaan, Hackett,
Brooks Brothers, as well as custom Merino
wool pieces, including ‘next to skin’
wear specially made for the shoot, all
illustrating the versatilie qualities of Merino
wool. The advertisements were shot by
fashion photographer Sean Gleason and
styled by the Executive Fashion Editor of
Wonderland Magazine, Anthony Unwin.
FIBRE AMBASSADORS
Alessandro Benetton, Executive Deputy
Chairman of Benetton Group and
Margherita Maccapani Missoni, designer
and heiress to the iconic Italian knitwear
brand are the first of the campaign’s fibre
ambassadors.
Margherita Maccapani Missoni is
featured in advertisements wearing a dress
made of Merino wool from the Missoni
2011 pre-fall collection, whilst Alessandro
Benetton wears Merino garments from the
United Colours of Benetton autumn/winter
2011/12 collection.
The fibre ambassador campaign
commenced in January with
comprehensive exposure scheduled in
Italian consumer and trade publications,
plus additional coverage in Women’s Wear
Daily USA. The campaign was launched at
the Pitti Filati trade show in Florence
in January.
“As key influencers within the
fashion industry, Alessandro Benetton
and Margherita Maccapani Missoni will
help position Merino as the premium,
luxury fibre of choice, for designers and
consumers alike,” Rob says.
The number of fibre ambassadors will
expand over the next three years to include
other designers and industry leaders.
NEW MEDIA
To support the campaign,
AWI will use the new
merino.com website
to provide consumers
with information on the
attributes and benefits
of Merino as well as
information about where
to buy Merino garments.
“By using media to
‘wake up’ our consumers
and drive them to the
internet, show them
where to purchase, find
out about and how to look
after the garments, we
will help break down the
barriers to purchase at the
high end of the market
– barriers mostly to do
with lack of knowledge
of the fibre and its many
benefits,” Rob says.
“We need to deliver
the messages in a way
that young consumers
want it delivered, and
that means using a lot
more digital and mobile
media. The digital and
mobile space is this new
generation of consumers’
home turf and it’s where
they research what they’re
going to spend their
money on.”
The campaign will be
undertaken in partnership
with manufacturers,
retailers and the media
over the next three years
across all AWI’s marketing
initiatives. AWI is in
discussions with a range
of iconic global brands to
have them adopt elements
of the campaign to further
enhance the Merino
“footprint” on the world of
luxury, fashion, sports and
baby products.

Campaign and fibre ambassador Margherita Missoni wearing a dress
More information:
www.merino.com
www.wool.com/nff
Campaign and fibre ambassador Alessandro Benetton wearing Merino
made of Merino wool from the Missoni 2011 pre-fall collection.
from the United Colours of Benetton autumn/winter 2011/12 collection.
6
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March 2011
Beyond the Bale
Campaign for Wool goes global
Fast facts
l The ‘Campaign for Wool’ will this
year extend across key northern
hemisphere consumer markets and
into Australia.
l The Campaign will feature an
International Wool Week that aims
to educate consumers about wool’s
unique natural properties that can
benefit consumers and the planet.
l The Campaign is a five year initiative
that will work alongside AWI’s other
marketing campaigns.
F
ollowing its successful launch in the
UK last year, the Campaign for Wool
will expand globally this year into other key
northern hemisphere consumer markets
and will also make its debut in Australia, the
world’s largest producer of wool.
The highlight of this year’s Campaign
will be International Wool Week to be held
in September, with high profile promotions
currently planned in Italy, Spain, Germany,
the Netherlands, the UK, the United States
and Japan.
The Australian rollout of the Campaign
for Wool is being launched this month
with a host of events and promotions (see
article opposite).
AWI CEO Stuart McCullough said the
Campaign’s initiatives around the world in
2011 will build on the success achieved in
the UK last year.
“It was tremendous to see so many
retailers and brands in the UK supporting
the Campaign for Wool last year. I’m
pleased to report that brands including
Pringle of Scotland, Jaeger, John Lewis,
Hobbs and Aquascutum are among
those that have already confirmed their
continued support of the Campaign,”
Mr McCullough said.
“The Campaign will extend in 2011
across key global consumer markets and
will work alongside AWI’s other marketing
campaigns. We aim to build a lasting
profile for the fibre and reconnect people
with the versatility of wool – from the next
to skin luxury of Merino apparel, to the
safety and comfort of wool carpet.
“During International Wool Week in
September, seven major cities renowned
for trend-setting in fashion or interior
textiles will host events and promotions
to educate consumers about
the fibre’s unique natural
benefits.”
International
Wool Week will
run from 5-11
September.
In addition
to retailer
window
displays
featuring
wool, and
promotions
at trade
and regional
events, there
will be a number
of highlight events
to capture the media’s
and public’s attention.
The highlight of Wool Week
in the UK will be an innovative exhibition to
be held in London.
Vice Chairman of the Campaign for
Wool, and Managing Director of Condé
Nast (publisher of magazines including
Vogue), Nicholas Coleridge, says: “We want
to motivate and inspire the general public
The 2010 Campaign for Wool in the UK
•
•
•
•
•
118 companies supported the Campaign
891 stores installed Point of Sale material
415 store windows were dressed
Over 164.5 million people were reached with the Campaign message
£1,608,703 (AU$2.5 million +) advertising value achieved via media
communications
• Over 6,000 consumers attended key events
• 25,873 people were reached online
• Over 200,000 people received Campaign information via email.
to engage with the wondrous natural
fibre of wool. An exhibition showcasing
exclusive, innovative, and extremely unique
items from fashion through to interiors
will achieve just this; I feel it will help to
educate consumers about the endless
possibilities with wool.”
Other international highlights include:
l
Madrid, Spain: Prestigious Serrano St will
be decorated with wool by fashion and
interior designers.
l
Tokyo, Japan: Sheep will graze in several
of the city’s streets.
l
New York, USA: New York City will
welcome some of the best designers
and decorators with wool.
l Amsterdam, The
Netherlands: A wool
exhibition will be
created by final
year design
students.
l Munich,
Germany:
An exclusive
installation
that will push
the boundaries
with wool is
being prepared.
l Milan, Italy: The
city of fashion is
sure to capture the
romance of wool.
The five-year Campaign
for Wool, initiated by and with
patronage from His Royal Highness The
Prince of Wales, is supported by a coalition
of international industry groups that are
united by a common goal to educate
consumers about the fibre’s unique
natural benefits. The initiative is funded
by Commonwealth wool bodies AWI,
British Wool Marketing Board,
International Wool Textile Organisation
(IWTO), Viking Wools of Norway and
New Zealand woolgrowers. 
More information:
www.campaignforwool.org
off-farm
March 2011
Beyond the Bale
7
and to Australia
Retail giant Westfield collaborates with wool
T
he Campaign for Wool, of which His
Royal Highness The Prince of Wales
is Patron, will be launched in Australia at
the end of March. Launched in the UK
in October 2010, the Campaign aims to
highlight the Prince of Wales’s message
of encouragement to manufacturers,
retailers and designers to choose wool
and, in turn, educate consumers about
its environmental benefits.
Westfield will collaborate with
AWI to launch the Campaign for Wool
in Australia with a creative installation
showcasing the natural beauty of wool.
The installation will give customers the
chance to touch and experience wool in
its original state, through the processing
stage to when it reaches the hands
of the world’s leading designers to
become the high quality garments they
see on the shop floor.
The installation will provide
customers with a unique look at wool
within Westfield’s stunning new Sydney
City premium centre. Sydney City is
Westfield’s latest redevelopment project
which opened in October 2010. The $1.2
billion project will house around 250
specialty fashion and food stores at its
completion by late 2011. The installation
will also travel to Melbourne to showcase
at Westfield’s Doncaster centre.
Australia is home to just under half of Westfield’s global assets. The Australian
portfolio holds more than 11,000 retail
outlets and attracts more than 500 million
visits each year across five states.
Westfield is one of Australia’s largest
corporations and the largest retail
property group in the world, underpinned
by a portfolio of 119 shopping centres
in Australia, New Zealand, the United
Kingdom and the United States, valued in
excess of AU$58.2 billion.
AWI will also be partnering with
individual retailers for the Campaign
for Wool, both within Westfield and
through external retail centres across
Australia. Each of these partner retailers
will highlight their support through shop
window decals of the Campaign for
Wool and green Woolmark logos and
showcards in store.
The Campaign for Wool Australia
will launch at the end of March during
the peak of Australia’s winter retail
season, with an event at an iconic
Sydney location, officially opened by
the Governor-General, Ms Quentin
Bryce AC. The event will be attended
by VIPs from the fashion industry and
media, and will showcase the best
in wool by international designers
including Missoni, Richard Nicoll,
Mark Fast and Martin Grant and local
designers Josh Goot and Dion Lee.
Westfield’s Sydney City premium centre – Westfield is working with AWI to launch the Campaign for Wool in Australia later this month with a creative installation
showcasing wool at their Sydney City premium centre.
8
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March 2011
Beyond the Bale
Wool fit for a Prince
Fast facts
l Woolgrowers from across Australia
have donated small samples of their
wool to be turned into fabric as a
wedding gift for Prince William.
l It is a fitting gesture given that his
father, the Prince of Wales, initiated
and is patron of the international
Campaign for Wool.
l Woolgrowers have been keen to join
this promotion of Australian wool.
amples of Merino wool that were
donated last month by woolgrowers
from across Australia are being
manufactured into a unique fine suiting
fabric ready to be presented to Prince
William as a wedding gift.
AWI CEO Stuart McCullough said the
gift is a fitting gesture of thanks after
Prince William’s father, the Prince of Wales,
initiated the five year Campaign for Wool
last year.
“It is a very appropriate gift after
the brilliant campaign which has helped
reconnect the world with our natural and
biodegradable fibre.
“The idea of dressing Prince William for
his wedding to Kate Middleton was in fact
raised by woolgrowers at the AWI Annual
General Meeting last year,” Stuart said.
“It is hoped that fabric will be sent
to the famous bespoke tailors of Savile
Row in London and made into a suit worn
by Prince William at some point on his
wedding day.
“The gesture from Australian
woolgrowers will provide a unique
keepsake for the couple. Along with the
gift, we will be sending a list of all the
names of the woolgrowers who donated
wool samples.
“The donations averaged around the 17
micron mark, and the finest sample of wool
we received was 11.3 micron. However, I’d like
to thank all woolgrowers from the east to
the west of the country who got involved.”
Scott and Anna Brien, who as part of
a family partnership run 10,000 19-micron
Merino ewes at ‘Birrel Vale’ near Wellington,
NSW, were quick to jump on board when
they heard about AWI’s planned royal gift,
and put their parcel of wool in the post to
AWI straight away.
“We’re always willing to help out however
we can to promote Australian Merino wool
on the global stage,” Mr Brien said.
Gavin and Bev Thorn of ‘Inglefell’ near
York, WA, were also keen to get involved
and donated a sample of 13.7 micron
Merino wool, saying they would have been
willing to donate more.
“It’s a great promotion of Merino wool,
we’d have been happy to donate a whole
fleece if needed,” Gavin said. 
riding on the sheep’s back
Two stunning coins that highlight the importance of wool throughout Australia’s economic and cultural development.
To view and order coins
visit our website
or call 1300 652 020.
NEW
Ram’s head coin
Now available!
RAMAW1106
S
off-farm
March 2011
Beyond the Bale
9
Gold Woolmark success in China
Fast facts
l A
WI has undertaken the largest
ever wool education program in
China, aimed at the country’s rapidly
growing domestic consumer market
for luxury goods.
l The Gold Woolmark campaign
successfully positioned AWI’s
European fabric partners in the
Chinese luxury market resulting in
premium value sales of Merino fabric.
l The campaign achieved valuable
returns from the amount invested in it.
A
WI has carried out the largest wool
marketing program ever undertaken
in China.
Aimed at the rapidly growing Chinese
domestic market for luxury goods, the
Gold Woolmark campaign aimed to
position Merino wool as the prestigious
fibre of choice for men’s apparel. Unlike in
the West, 70 per cent of luxury consumers
in China are male.
The campaign educated consumers
about Merino wool, from the Australian
environment in which it is grown to the skilful
tailors that complete its journey at retail.
Luxury European fabric and tailoring
brands united under a common banner for
the first time in a century to help sell the
campaign’s message. Holland & Sherry,
Taylor & Lodge, Hield Brothers, Vitale
Barberis Canonico, Reda, Dormeuil, Scabal
and Johnstons of Elgin became licensees
of the highly prestigious Gold Woolmark
brand – a new label that represents
outstanding achievement in weaving and
knitting of Australia’s finest micron wools.
This story and heritage of Merino wool
as a premium natural fibre was told through
a co-ordinated media and retail campaign,
including nine, half hour-long television
episodes shown on China’s luxury lifestyle
channel China Business Network (CBN)
Style Focus.
CBN General Manager Qin Shuo said
The Perfect Gentlemen program on the
Style Focus channel was a unique program
aimed at the increasing number of Chinese
with an affluent lifestyle.
“The television program attracted
strong attention from all social sectors
when it was on air, but it especially caught
the eye of the elite class,” Mr Shuo said.
“With the coverage from two platforms
of Ningxia Satellite TV and CBN, over 60
million consumers visually discovered
the excellence of Australian Merino wool,
learned the meaning behind the Gold
Woolmark, and experienced the heritage of
sophisticated European gentlemen culture.”
The television program is also being
shown on the upper tier airline Shanghai
Airlines to its high end and business
customers, with an estimated reach of one
million travellers.
AWI global business development
Famous Chinese television presenter Mr Cao Jingxing being shown some Merino wool by woolgrower Paul
Vallely of Crookwell, NSW during the filming of “The Perfect Gentleman” television series.
manager Sam Guthrie says AWI was able
to create sourcing opportunities for its
partners from Europe into China to enable
sampling and sales.
“This was not only a positioning
campaign for our Gold Woolmark partners,
orders for Merino have been made and
commercial transactions have taken place,”
Sam says.
“Woolmark’s reputation as a neutral
authority was crucial in developing the CBN
coverage and also linking the European and
Chinese business opportunities.”
Although the campaign is nearing
completion, lasting business connections
have been established. A delegation of
Chinese high end garment makers and
retailers will travel to Europe next month to
visit wool textile manufacturers.

More information: www.woolmarkgold.com
View a preview to The Style Focus
television program on the Woolmark
YouTube channel
www.youtube.com/woolmarkonline
the gold woolmark
campaign in china
By the end of February, the campaign
achieved an “influenced audience”
of over 316 million people with an
advertising value worth approximately
RMB 48 million (AU$7.2 million),
including:
l
a 215 million audience for the
Style Focus television and retail
campaign, with an advertising
value worth RMB46.8 million
(AU$7.0 million) – a value on
investment (VOI) of 18.7. Over 21
million watched the Gold Woolmark
television program itself, five times
the ratings of previous years
l
a 101 million trade and consumer
audience for PR and editorial, with
an advertising value worth RMB1.3
million (AU$200,000) – a VOI of 9.7
l
a 50,000 audience from a
European Worsted Fabric Forum
and Workshop, with an advertising
value worth RMB800,000
(AU$120,000) – a VOI of 8.0
l
over two million online searches
for Gold Woolmark partners.
10
off-farm
March 2011
Beyond the Bale
New marketing with new technology
Sam the Lamb is a new comic book in an iPad application (app), enabling children to learn about wool in a fun and simple way.
Fast facts
l A
WI has created a free, educational
comic book in an iPad application
to teach young children around
the world about the natural benefits
of wool.
l AWI will soon release a
new iPhone app that enables
consumers to locate retailers that
sell wool products.
l Other new applications are being
planned to deliver educational
content to different market
segments.
I
n a unique performance, multi award
winning country music singer Adam
Harvey is the voice of “Sam the Lamb” in
a new iPad application (“app”), released
by AWI to teach children the natural story
of wool.
The fun comic-book styled app is
free and allows children to digitally colourin and share the story of Sam the Lamb
while learning the origins of the fibre and
its end use as clothing in both warm and
cold climates.
As wool is an iconic Australian industry
it was fitting Adam Harvey, a seven-time
Golden Guitar winner, be the voice of Sam
the Lamb.
“I was really happy to be asked to be
the voice of ‘Sam the Lamb’ – my family
have been running sheep properties for
many years, and it’s great to be able to
bring this picture-book to life for kids and
help them understand about Australian
wool,” Adam Harvey said.
The animated children’s colouring book
is free from the Apple iTunes store and has
already been downloaded by 4000 users
since its launch in December.
AWI’s Chief Strategy and Marketing
advisor Rob Langtry says Sam the Lamb
is an example of reconnecting a new
generation with wool using the latest
digital technology.
“This is a simple and fun way to
get young people around the world
understanding the natural benefits of wool,
an education that will stay with them for
life. This is a clever development of an
educational comic book The Woolmark
Company developed many years ago. It’s
fun, educational, very Australian and free,”
Rob says.
“Over time we will look for these low
cost, highly effective ways to talk to various
groups of younger consumers in their
own language about why wool should be
an important consideration in what they
choose to wear and buy.
“Sam the Lamb is unique in that it’s
been created and launched globally in
six languages: English, French, German,
Italian, Chinese and Japanese. We want
children all over the world to be able to
laugh, play and learn with the story of Sam
and his fleece, without having to be able to
speak English.”
The app will be periodically updated
with new features and has been integrated
with the Woolmark page on Facebook.
AWI will also soon release a new iPhone
app (currently in Beta test mode) known as
“Wool ‘n’ Where” that enables users around
the world to locate retailers and brands
that sell wool products. This new locationbased mobile app enables consumers to
specify what kind of wool apparel they are
looking to purchase, then find retailers near
their current location that sell Woolmark
branded apparel.
The “Wool ‘n’ Where” app will also
include details on the benefits of wool, how
to care for wool, and include updates on
the latest wool news.
AWI account managers around
the world are using a special iPad app
containing videos, brochures, imagery and
other promotional collateral to help them
in their work of promoting the benefits of
wool in face-to-face meetings with retailers,
brands and manufacturers.

More information:
www.samthelamb.com
off-farm
March 2011
Beyond the Bale
11
Wool4Skool competition rulz!
Fast facts
l AWI has launched a competition for
students to redesign their uniforms.
l The competition aims to build an
awareness of the natural benefits
and versatility of wool among a new
generation, with a $1000 first prize.
l Teachers are also encouraged to get
involved – the competition is aligned
with a number of syllabus areas.
H
ow often have you heard people
lament the lack of wool used in school
uniforms nowadays?
Well, AWI is empowering those that
actually wear the uniforms – the students
themselves – to invent a new uniform and
reconnect with the wonderful natural fibre
in the process.
Earlier this year, AWI launched a national
“Wool4Skool” competition targeted at
Australian secondary school students in
Years 9 and 10 to redesign their school
uniform using various wool innovations.
The winners of the competition will
have their designs showcased at The
Australian Wool Fashion Awards in April.
The idea came from AWI
Communications Manager Marius Cuming
who says the aim is to educate the new
generation in a fun manner about the
benefits of wool and the versatility of the
fabrics that wool can create. He urged
woolgrowers with secondary school
students to promote the competition locally.
“We want to get the younger
generation to start thinking about the
natural and renewable properties of the
fibre as well as the modern innovations
that are available such as lightweight
wool, odour resistance, mercerised wool,
MerinoPerform™ and shower washable
wool,” Marius says.
Running the project within AWI is
Marketing Projects Coordinator Renee Trad
who has teamed up with the Centre for
Learning Innovation to get the competition
incorporated into the Design and Textiles
syllabus in schools.
“It is something a little different and
who knows what the students will come
up with! Entries will be judged on their
original, creative and innovative design; a
cohesive design collection for the uniform;
An advertorial that ran in the February edition of Girlfriend magazine.
and of course an appropriate use and
understanding of wool materials within
their design,” Renee says.
Students have the option to design a
summer, winter or sports uniform (male
or female). They must use their school’s
current school uniform colours and
incorporate the existing school logo.
Their designs can be created using
the computer software available in all
Australian schools, or drawn and then
scanned or photographed.
A free swatch booklet has been
produced by AWI with the support and
funding from the Australian Wool Education
Trust; it contains eight innovative fabrics
(four woven and four knitted fabrics)
developed by the AWI Off-Farm R&D team
and is available to teachers to help students
select the best wool fabrics for their design.
Design works must be submitted by
the close of competition at 6pm AEST
on Tuesday 29th March 2011. The winning
student/s will receive a cash prize of $1000
for first place and $700 for second place. 
More information:
www.wool.com/wool4skool
12
off-farm
March 2011
Beyond the Bale
Woolmark says
G’day USA
“It has been a great
opportunity. It is very
l A successful two-day fashion
exciting to see that the
showcase, sponsored by Woolmark,
brand and collection
was held in New York in January as
has been so wellpart of the “G’DAY USA: Australia
received, especially our
Week” promotional program.
quality wool fabrics and
l Australian designers showcased
finishes,” she said.
their labels to the influential New
“We adore working
York based fashion industry.
with wool. Woolmark’s
l Woolmark dressed Myer
support of Australian
ambassadors Jessica Hart and Kris
fashion is fantastic.
Smith in Merino wool for G’DAY
We have been able
USA’s signature event, the Black Tie
to utilize the versatile
Gala in Los Angeles.
nature of Merino wool
in our collections, which
ustralian wool fashion apparel was
not only increases the
in the limelight in New York City in
prestige of our designs,
January as part of the annual “G’DAY USA:
but also the practicality
Australia Week” promotional program.
and durability for the
The Australia Week Committee
wearer.”
partnered with AWI in organising the
Two of the
Myer ambassadors Jessica Hart and Kris Smith wearing Merino wool
fashion showcase. This is the third year that
Australian fashion
on the red carpet of the G’DAY USA Black Tie Gala in Los Angeles.
AWI and Woolmark has been a sponsor of
labels, Serpent & The
the event.
Swan and Fujinella,
The event provided emerging Australian have already had their designs chosen to
Hart is a regular on the international
designers with a unique opportunity to
be photographed by US magazine Marie
model circuit, modelling in campaigns for
showcase their designs to the influential
Claire. Fujinella’s head designer Kellie
Victoria’s Secret, Guess, Gap, L’Oréal and
New York based fashion industry, including
Donovan described the event as a valuable
Moschino and has appeared on countless
retailers, fashion media, stylists and agents.
tool in opening doors to the media.
magazine covers including Vogue. Kris
Austrade’s New York-based Senior
Since G’DAY USA’s inception five
Smith is a former UK rugby league player,
Trade Commissioner, Gerard Seeber
years ago, over 40 Australian labels
partner of Aussie singer Dannii Minogue,
welcomed Woolmark’s involvement.
have showcased in New York. Some
and face of Myer.
“We are delighted that once again, the
notable past Australian designers include
Not only did Jessica Hart look stunning
key sponsor of this year’s fashion event is
Gail Sorronda, Kirrily Johnston, Jayson
wearing Australian Merino wool on the red
Woolmark. Initiatives such as G’DAY USA
Brunsdon, Konstantina Mittas, Jets,
carpet, but she loved the comfort that it
globally promote both
Metalicus, and Seduce.
provided. “It feels great, it’s so soft and
our talented Australian
This year, AWI was also
beautiful,” she said.
“It feels great,
designers and the superior
involved in promotions on
The Black Tie Gala event was
it’s so soft
qualities of Merino wool,”
the West Coast, dressing
packed with celebrities to honour the
and beautiful.”
Mr Seeber said.
Myer ambassadors Jessica
contributions of Bee Gees’ front man Barry
Jessica Hart
“The New York
Hart and Kris Smith in
Gibb, actress Abbie Cornish, and tennis
event showcases the
Merino wool at the G’DAY
legend Roy Emerson. Guests enjoyed
professionalism of our local industry in
USA Black Tie Gala held at the Hollywood
an Australian style cuisine designed and
the heart of a $180 billion fashion industry
Palladium in Los Angeles.
prepared by Oprah’s favourite celebrity
and more importantly allows us to receive
Supermodel Jessica Hart wore a
chef Curtis Stone. 
feedback from key fashion influencers in NYC.” stunning Aurelio Costarella gown made
Designer Tanya Emon of Australian
from Australian Merino wool and silk, while
More information: www.australia-week.com
fashion label Tato & Memi described the
Kris Smith donned a sharp Merino wool suit
Backstage footage before the LA event:
experience of attending this year’s event
by celebrated men’s tailor Arthur Galan.
on the Woolmark channel on YouTube.
as invaluable.
New York-based Sydney-born Jessica
www.youtube.com/woolmarkonline
Fast facts
A
off-farm
March 2011
Beyond the Bale
13
Demand for natural interior textiles
Fast facts
l Woolmark licensees have enjoyed
strong interest in their products at
the world’s largest interior textiles
trade fair.
l Broader micron and crossbred wool
is used mainly in the interiors sector.
l The trend towards natural and
biodegradable fibres is creating
opportunities for retailers to sell
more wool products.
W
oolmark licensees that attended the
2011 Heimtextil international trade
show for interior textiles have reported
some of the strongest interest in their
products for many years.
Over 73,000 trade visitors from 136
countries attended the four-day trade
show in Frankfurt, Germany. AWI and eight
licensees exhibited in the Woolmark Wool
Arena – a hub where AWI and the licensees
showcased to visitors the natural benefits
of interior textile products made from wool.
The interior textiles sector – including
bedding, carpets and furnishing – supports
woolgrowers whose clip is broader micron
and crossbred wool.
Jo Dawson, owner and CEO of
international wool supplier H. Dawson, said
customers to the show had shown a lot of
interest in wool. These customers included
those coming back to the fibre after a
period away, as well as new customers that
had never used wool before.
“It’s been a very good fair; we’ve had
a lot of new interest. We’ve had many
customers who have come to us wanting
to buy products that are natural, renewable
and sustainable – and wool fits the bill.
So we’re very pleased and we’re looking
forward to developing these relationships
in the coming months,” Mr Dawson said.
“While there are many wool producing
countries, our prospects are all closely
aligned to each other – the common enemy
is synthetics.
“The Woolmark enables the wool
industry to put out consistent marketing
messages including the natural theme. The
Woolmark also provides quality assurance
and product policing which is really
important.”
Barry Young, the owner of Australian
company Jaspa Herington Pty Ltd, was
equally buoyant that customers’ growing
interest in natural fibres will benefit sales.
“This has been one of our better fairs
for interest from potential clients – we’ve
had more interest in this show than the
previous three, so we’re pretty optimistic.
Natural fibres are getting mentioned a lot by
customers, so we’ll continue to use as much
natural fibre as possible,” Mr Young said.
“We use 100 per cent pure Australian
wool. My belief is that Australian wool is the
best in the world, so if we’re going to make
a product let’s make it as good as we can
possibly make it.
“The Woolmark logo is important for us
because it says to the customer that we’re
selling quality. With the strict testing that
Woolmark does, the consumer knows that
they’re getting 100 per cent pure wool.”
Graeme Kerr, the managing director
of Wool Products Australia Pty Ltd, which
produces wool products under the Woolstar
brand, said his company is experiencing
more demand from international buyers
rather than domestic buyers.
“This is our fourth year at Hemtextil and
we’re finding this year is certainly better
than last year. This year has been good
because we’ve had a lot of enquiries from
a range of countries – such as Russia, Italy
and Norway – we haven’t experienced this
sort of enquiry before,” Mr Kerr said.
“We’re experiencing a good demand
on the international stage rather than in
the domestic market. Australia seems to
be very focused on product that is price
driven, such as imported products out of
China. Overseas markets are focused more
on sustainable and traceable products –
and Australian wool certainly fits into that.
“We have a lot of enquires about the
Oeko-Tex® certified product, which we’ve
been producing for the past three years.
While there’s been a very slow uptake in
demand for it in Australia, there’s certainly
been demand for it internationally and that
theme will continue.”
In addition to H. Dawson, Jaspa
Herington and Wool Products Australia, the
other Woolmark licensees exhibiting in the
Woolmark Wool Arena at Heimtextil this
year were Baur Vliesstoffe, DBCwool, HeySign, Protex and Van Riel.

More information: View interviews with
Jo Dawson, Barry Young and Graeme Kerr
on the Woolmark channel on YouTube at
www.youtube.com/woolmarkonline
http://heimtextil.messefrankfurt.com
www.wool.com/interiors
www.hdawson.com
www.jaspa.net.au
www.woolstar.com.au
Customers are going ga-ga for wool interior textile products.
14
off-farm
March 2011
Beyond the Bale
Demand driving the wool market
Fast facts
l Increased global consumer demand
for wool has increased the price that
buyers are prepared to pay for wool.
l The emergence of an affluent
Chinese domestic market has been
important in building the demand
for wool.
l Wool is well placed to take
advantage of growing consumer
preference for healthy and natural
products.
T
he New Year has seen the Eastern
Market Indicator (EMI) continue to
climb strongly. What has caused this rise in
prices for Australian wool? There are three
key demand factors and a supply factor
contributing to the current prices.
WOOL is BACK IN FASHION
The first factor is that wool is very much
back in fashion in the northern hemisphere,
as indicated by the increased stocking
levels and sales of wool products by
retailers this past autumn/winter season.
Although the particularly cold winter
temperatures experienced in Europe and
the USA have no doubt contributed to the
increased demand this season, there appears
to be a genuine trend towards wool.
The increased demand for wool in the
fashion markets is expected to filter down
over the next 18-24 months into high street
retail stores.
HEALTH AND SUSTAINABILITY
The second driver is the rapidly growing
consumer demand for products
consistent with a Lifestyle Of Health And
Sustainability (LOHAS) – the so-called
“LOHAS consumer”.
Consumers are insisting on greater
integrity and authenticity in the products
they buy. They are demanding products
that firstly provide wellbeing and secondly
are also planet-friendly.
The focus by consumers on their
wellness and own health is creating
openings for wool products that are suited
to new healthy leisure pursuits or meet new
comfort requirements, such as temperature
regulation and breathability.
Changes in buying behaviour due to
the impact of eco-awareness are also being
noted in the economy and retail markets.
As a natural, biodegradable and renewable
fibre, wool is well placed to take advantage
of this growing development.
It is crucial to rebuild Merino ewe
numbers again. This may take some time,
but it is necessary so that Australian
woolgrowers can take advantage of these
higher demand-driven wool prices.
CHINESE AFFLUENCE
CONCLUSION
The third and probably the most significant
driver for building the demand for
Australian wool is the growing size and
affluence of the Chinese domestic market.
China has always had two of the three
key triggers for mass consumption of wool:
they have always had the suitable climate
and large population; they now have the
third trigger which is wealth.
China is the second largest luxury
market in the world. The country consumes
over a quarter of the world’s global luxury
products; Chinese luxury purchasing will
surpass the USA by 2015.
Whereas China used to source most
of its wool from other countries, Australia
has become China’s dominant supplier – in
recent years 70-80 per cent of China’s wool
imports have come from Australia. In fact,
China now buys and processes 70 per cent
of the Australian wool clip.
Australian wool now makes up around
60 per cent of wool available to consumers
in China. The tailored men’s apparel market
is experiencing exponential growth and it is
not anticipated to slow down.
The growing number of “LOHAS
consumers” around the world and the new
appreciation of the natural properties of
wool in northern hemisphere markets have
no doubt made a strong contribution to the
increase in demand for wool.
However, the emergence of large
numbers of affluent consumers in China – a
consumer market megatrend – has become
the key demand driver holding wool up
in the four digit EMI area. As the second
largest luxury product market in the world,
China has changed the sources of its wool
to obtain a higher standard of wool – they
now preferentially source from Australia.
AWI’s marketing in China is aimed
directly at this massive aspirational market.
The Gold Woolmark campaign (see page
9) focuses on the sophisticated market
of suiting, while AWI’s work with creative
young brands is making aggressive
‘incursions’ into new fashion markets. Other
countries such as India also have growing
aspirational markets, similar to China.
There is the possibility of a “new world
for wool” – a new world in the sense of
emergent, affluent markets and a new
world in terms of driving Australian wool
hard into these markets.

WOOL SUPPLY
Improved rainfall across most of the wool
growing areas in the eastern states has
created the best grazing conditions for
many years.
However, while feed and water are
plentiful, sheep to consume it are not. The
number of sheep shorn in 2010/11 is forecast
to be 72 million head and national production
is now at its lowest in about 85 years.
Concern from buyers about the
reduced wool supply may have had an
additional effect on the EMI.
Despite the recent downward trend,
wool production is tending to stabilise
nationally, and producer intent to retain
or increase sheep numbers is apparent;
woolgrowers are very keen to retain
older ewes and ewe lambs for breeding
purposes. However, the positive impact of
these decisions on wool production is not
expected until 2011/12 and beyond.
WEEKLY MARKET REVIEW
A review of the each week’s wool
sales and prices around the country
is available on the AWI website at
www.wool.com/marketinformation
on the Monday morning of the
following week. To receive an email
alert from AWI when the week’s
market review is available, please
email [email protected] to
subscribe (no charge).
MARKET INTELLIGENCE
Monthly market intelligence reports
are available on the AWI website.
View the reports at
www.wool.com/marketintelligence
off-farm
March 2011
Beyond the Bale
15
Merino: dancing in the Wool Street
Fast facts
l Outdoor apparel made from Merino
wool was prominently on display
by brands at this year’s ISPO
international outdoor and sports
trade show.
l Exhibitors reported that Merino wool
is becoming highly regarded and
appreciated as a premium natural
performance fibre.
l AWI launched the latest innovation in
its MerinoPerform™ range of fabrics.
“T
he enthusiasm for Merino is
extraordinary!”
So said ISPO senior associate Martin
Kössler, as he looked down Wool Street at
this year’s ISPO international outdoor and
sports trade show held in Munich, Germany.
This is the first year that ISPO has
hosted the Wool Street – an indoor
boulevard at the show flanked by the trade
stands of major brands selling products
made from Merino.
“Having so many companies promoting
their Merino products together in Wool
Street gives the Merino story such a strong
impact,” Mr Kössler said.
“It has been very much appreciated
by visitors to have a one-stop-shop where
they can find Merino garments and fabrics,
as well as get a deeper knowledge and
understanding of the natural benefits of
the fibre.
“There has been a lot of interest in
Merino this year and it is our intention to
further develop the Wool Street platform
together with AWI over the coming years.”
CEO and founder of iconic US brand Ibex,
John Fernsell, which exhibited its next-to-skin
and mid layer Merino garments on the Wool
Street at ISPO, agreed that the prospects for
Merino in the sector are buoyant.
“The past year’s trend for Merino in
performance apparel is unprecedented – and
the demand seems never to stop increasing.
The more that customers experience and
learn about the benefits of Merino, the more
they want it. We are very confident about the
future for our Merino products.”
As well as providing information
about sourcing opportunities and the
supply chain for Merino wool, AWI was at
ISPO to launch the latest innovation in its
AWI was one of many companies promoting Merino products on the Wool Street at the ISPO sports trade
show in Germany that attracted 90,000 trade visitors.
MerinoPerform™ range.
MerinoPerform™ Pro is a new knitted
fabric technology made entirely of Merino
wool, which uniquely transfers both vapour
and sweat away from the body, enabling
the wearer to stay comfortably cool and
dry during exercise.
Ideal for base-layer garments aimed at
low to high activity sports, this innovation
is made from a special double-faced 100
per cent MerinoPerform™ fabric.
“The enthusiasm
for Merino is
extraordinary!”
- Martin Kössler, ISPO
During the initial phases of exercise,
the inner layer of the Merino fabric absorbs
moisture vapour thereby creating a drier
micro-climate. Any sweat is efficiently
absorbed by the fabric’s outer layer where
it quickly evaporates, leaving the wearer
cooler and drier.
The lightweight fabric of 160-230gsm
is machine washable and tumble dryable
without any shrinkage or loss of moisture
management.
CEO of fabric manufacturer Designer
Textiles International, Malcolm Walkinshaw,
a new member of the MerinoPerform™
program, was also exhibiting on the
Wool Street.
“The opportunity of working with AWI
to further develop and expand this market
is exciting – I look forward to our companies
jointly fulfilling the potential of Merino wool
in the sports market,” Mr Walkinshaw said.
“Merino is making healthy inroads
into this market – there is now a strong
recognition of the natural benefits of
Merino amongst sports brands, and
Designer Textiles International is using
innovative Merino fabrics to differentiate
ourselves from synthetics. So the demand
for Merino is continuing to increase.”
In another positive sign for wool, an
innovative wool padding for outdoor
apparel and equipment, created by German
manufacturer Ortovox in partnership with
Woolmark licensees Van Riel and Baur, won
this year’s ISPO European Ski Award for
softgoods. The product has an excellent
weight-insulation ratio, it can be washed at
high temperatures (60°C) and can also be
significantly compressed when not in use. 
More information:
www.wool.com/merinoperform
www.ispo11.com
www.ibex.com
www.designertextiles.co.nz
16
off-farm
Young adventurer
smitten with
Merino
2009 Australian Young Adventurer of Year, Lachie Carracher, battled the Asahan
River in Sumatra while wearing one of his Merino tops. Lachie is a new convert
to the natural benefits of Merino wool apparel, which he now takes on all his
expeditions. “My Merino gear is definitely getting a lot of use!” Lachie says.
March 2011
Beyond the Bale
off-farm
March 2011
Beyond the Bale
Fast facts
l Young Australian kayaker and
explorer Lachie Carracher wears
Merino wool apparel on all his
adventures.
l Lachie loves how versatile the
Merino apparel is, protecting him
from the heat of the jungle and the
cold of the mountains.
l Merino has many natural
performance benefits that make it
ideal for outdoor and sportswear.
A
ustralian freestyle kayak team member
Lachie Carracher spends much of
his life battling rapids and whitewater in
remote areas around the world.
Lachie has a passion for the outdoors
and he “follows the river” as many nomads
and travellers have done throughout
history. He has led first descent expeditions
into Laos and Nepal, and most recently in
Indonesia and China.
A convert to the natural benefits of
Merino apparel, Lachlan now wears it on all
his expeditions.
“I don’t know how I did without Merino
on the roads and rivers of the world,”
Lachie says.
“I’ve recently returned from a three
month tour of Asia and wore my Merino
almost every day.
“In the hot and humid jungle of
17
Sumatra along the Asahan River, I wore a
growing up in country Victoria, venturing
lightweight Merino T-shirt a lot – both on
into some of the most remote corners of
and off the river. I was very impressed with
the earth using the rivers as his guide. His
its breathability and how it saves you from
Merino apparel now goes with him on all
the sun. And very importantly, it didn’t
his expeditions.
stink, even when it was wet for over a week
“I’m stoked by my Merino garments –
in the jungle!
they’re versatile and look good. They are
“We then went up into the cold
a well needed addition to my travel kit,”
mountains of central China where I was
Lachie says.
wearing heavier weight Merino tops
“The garments are super-soft and
and bottoms as the sole layer under my
lightweight, allowing me to layer without
kayaking dry suit. They kept me warm in
uncomfortable bulk. But they’re also
the chilly climate on the Salween River,
tough enough to withstand the rigours of
which comes straight
my travels – and able
from Tibet. But the
to be washed in the
Merino also kept me
washing machine when
“I’m stoked by my
comfortably cool when
I eventually get home.
Merino garments –
I was exerting myself
“My Merino gear is
they’re versatile
paddling the big waves
definitely getting a lot
and look good.
They are a well
and huge rapids.”
of use.”
needed addition
Lachie wears Merino
Lachie has just
to my travel kit.”
apparel produced by
finished another epic
Lachie carracher
Tasmanian manufacturer
trip - the first person
Smitten Merino. The
to solo paddle the
company sources fabric
mighty Fitzroy River
spun from superfine Merino grown in
in the Kimberley in the peak of the wet
Tasmania and the Australian mainland.
season. He finished the Fitzroy in a record
Although just 22 years old, Lachie has
five nights. He hopes his trip will raise
held a place on the Australian freestyle kayak
awareness and funds to preserve the
team since 2005, competing in a range
natural heritage of the Kimberley.

of events in North America, Europe, Asia,
Australia and Africa. He was named the 2009 More information: Lachie Carracher’s
Australian Young Adventurer of the Year by
website: www.follow-the-river.com
Wild and Outer Edge magazines.
Smitten Merino website:
He has travelled a long way since his
www.smittenmerino.com
Merino’s breathability and sun protection qualities impressed Lachie in the Sumatran jungle.
“Maybe I’ll leave that one to base jumpers.”
18
selling more wool
on-farm
March2010
2011
September
Beyond
Beyond the
the Bale
Bale
Managing climate variation
in the pastoral zone
Fast facts
l Bestprac has released a report
outlining strategies producers can
implement to adapt to a variable
climate in the pastoral zone.
l The changing climate has caused
producers to address a range of
issues: environmental, economic,
social, technological and political.
l John Parnell from South Australia is
using Old Man Saltbush as a way of
maintaining stocking rates during
low rainfall periods.
W
oolgrowers in the Australian pastoral
region are looking outside the box
for ways to manage climate variation.
Irrespective of whether producers
consider that the recent drought and
floods were caused by “climate change” or
simply extremes in climate variability, the
result of these events has had a significant
impact on the grazing land, producers’
businesses and producers themselves.
Bestprac recently released a report
outlining a number of strategies that
are being implemented by producers to
adapt to climate issues in the pastoral
zone. The report also contains supporting
case studies that provide real examples of
how pastoral businesses have changed in
response to drought and climate issues.
Pastoral producers have always been
innovative, and their innovative approaches
have broadened during the challenging
conditions experienced through climate
variability. According to the report,
producers have had to address a range of
issues: environmental, economic, social,
technological and political.
The report states the strategies
implemented by producers are not hard
to implement; what they require is good
planning. Often it is a combination of one
or more strategies to establish the ‘best-fit’
response for each individual business.
The report is based on outputs from
Bestprac’s “Implementing new practices
to manage climate change variability in
the Australian pastoral zone” project,
during which a survey was undertaken
with producers and an issues paper was
developed. Four State Forums were
also held to discuss climate change
strategies. This project was supported by
funding from the Australian Government
Department of Agriculture, Fisheries and
Forestry under the FarmReady initiative,
part of Australia’s Farming Future. 
More information: The report “Best
Practice Case Studies and Climate Change
Management Strategies, and Future
Climate Change Training Needs for the
Australian Pastoral Zone” is available on
the Bestprac website www.bestprac.info
About Bestprac
Bestprac is a
program that
provides support
and coaches pastoral
wool, sheep meat
and cattle producers
to improve their business and
production performance.
The Bestprac network is supported
by AWI.
Typically Bestprac groups
participate in a combination of
workshops, field days, research
trials or study tours. But Bestprac is
“more than just group meetings”; it
is about networking, social support
and motivation in an often harsh and
isolating environment.
The specific Bestprac approach
has empowered groups and
individuals to innovate, remain in
the industry and contribute to their
communities. Bestprac groups operate
in Western Australia, South Australia,
New South Wales and Queensland.
The Bestprac website has a
website at www.bestprac.info. It
provides project overviews, group
profiles, latest news and best
management practice tools. Visit
the website to register as a user and
receive a free monthly e-newsletter.
AWI state networks
AWI state networks provide opportunities for woolgrowers and producers to make changes to their production and management
practices. To learn more about how you can get involved, call the coordinator in your state/region.
To find out about the recent activities of the AWI state networks, read the latest edition of The Network’s News newsletter at
www.wool.com/networks
Grower network group
Bestprac (Pastoral)
Sheep Connect NSW
BESTWOOL/BESTLAMB (Vic)
The Sheep’s Back (WA)
Sheep Connect SA
Coordinator
Phone
Email
Carlyn Sherriff
(08) 8842 1103
[email protected]
Michelle Anderson
(02) 6391 3954
[email protected]
Lyndon Kubiel
(03) 5761 1649
[email protected]
Bob Hall
(08) 9736 1055
[email protected]
Ian McFarland
(08) 8226 0428
[email protected]
Leading Sheep (Qld)
Tony Hamilton
(07) 4688 1270
[email protected]
Sheep Connect TAS
Andrew Bailey
(03) 6336 5385
[email protected]
selling more
on-farm
wool
March 2011
Beyond the Bale
19
John Parnell on a saltbush plantation on his property in South Australia.
case study: Old Man Saltbush helping stocking rates
R
educed rainfall over the past 10 years
on John Parnell’s property in the
southern Flinders Ranges area of South
Australia prompted him to take action to
improve his property’s carrying capacity.
John, who runs a self-replacing Merino
flock on the 8903ha Glenroy Estate 60kms
south of Hawker, says the years 1999 to
2010 did not provide enough rainfall to
enable sufficient moisture for growth of
native grasses.
“It was impossible to maintain the
most basic flock numbers,” John says.
“Glenroy destocked over this period to
around 20 per cent of the normal flock
size. With the profitability of the property
coming under pressure, it was necessary
to provide extra grazing so we decided to
invest in establishing Old Man Saltbush on
the property.”
Two plantations of Old Man Saltbush
were planted on his property over a three
year period, totalling an area of 809ha. 1.7
million seedlings were planted.
The area was split into 102 smaller
paddocks and a water reticulation system
was installed. Generally, each watering
point serviced four paddocks allowing for
the transfer of stock from one paddock to
another by opening and closing gates at
the appropriate time.
At the same time water diversion banks
were designed and constructed to allow,
where possible, areas of Saltbush to receive
additional water.
“Old Man Saltbush is a drought
resistance bush; it’s not reliant on regular
rainfall to regenerate. This has enabled us
to increase our stock carrying capacity,
which is paramount. It’s excellent for
preparing and dealing with climate
variability,” John says.
“In addition, there have been other
unplanned benefits. The bushes benefit
the environment by improving soil activity
and encouraging native pastures. The
bushes also provide good shelter. Ground
temperatures under the bushes are cooler
in summer and warmer in winter compared
with the ground temperatures where there
is no bush.”
However despite the good results
it must be noted that supplementary
feed is required to utilise the benefits of
the Saltbush. This can be provided by
native grasses, or in their absence a grain
supplement may be required. Also, when
grazed on Saltbush, sheep utilised the feed
better when drinking dam water rather
than bore water.
John says his vision for the property
is to always operate the business in a
sustainably responsible manner, giving due
regard to both the environment and the
need for a financial return.
“Overall, Saltbush has provided a
positive financial impact by the improved
carrying capacity, alongside increased
benefits to the soil and environment. It
has given our business the ability to be
flexible in dealing with the challenges of
a variable climate.
“Addressing these challenges needed
good planning, but motivation was helped
by participation in industry groups such as
Bestprac. In addition, keeping healthy and
living a balanced lifestyle helped develop a
positive mindset.”

More information:
John Parnell, (08) 8658 9028,
[email protected]
20
selling
on-farmmore wool
March2010
2011
September
Beyond
Beyond the
the Bale
Bale
Big country blooms once again
Fast facts
l Improved rainfall across the eastern
states has created the best grazing
conditions for many years.
l Woolgrower Robert McBride in
western NSW is keen to boost his
stock numbers to take advantage of
the good conditions.
l Mr McBride is pleased that he stuck
with Merinos and can now reap the
financial rewards.
T
he country that helped make the wool
industry world famous has come to life
in spectacular fashion.
Mother Nature has spared no expense
across western NSW, putting on a once in a
lifetime show.
She has broken a decade of drought
and then made sure of it. Country that had
been barren and baked for years is now
teeming with life. Lakes have appeared
in sandy valleys overnight, the water now
bubbling with fat tadpoles desperate to
make the most of a golden opportunity.
Wide open plains cooked under years
of blue skies can now run thousands of
sheep in endless spear grass, saltbush and
burr, not to mention the species being seen
for the first time in decades.
Like across most of eastern Australia, “if
only we had more sheep” are words being
commonly uttered around here.
One man who still can’t quite believe it,
is effervescent woolgrower Robert McBride,
owner of the 400,000 acre Tolarno Station
on the Darling River, 200 kilometres north
of Mildura.
After purchasing the station in 1996
he then lived through 14 successive years
of drought where annual rainfall hardly
reached 75mm or 3 inches, roughly onethird of the long-term average. He totally
destocked the property twice in that
time and presently runs a flock of 15,000
Merino sheep and is keen to rebuild as fast
as possible.
But as a keen student of history, he
knows this country has broken thousands
of hearts since the early settlers arrived 150
years ago, all looking to make a fortune, all
looking for seasons like this.
Tolarno has received just under an
average of 10 inches a year since the 1850s.
However 10 inches fell in two or three days
in January, following on from good rains
over the previous 12 months. This causes its
own problems with flies and the washing
out of roads and bridges but Mr McBride
and his team will take that ahead of the
dry dust they’ve been through. Shearing
every eight months
is another initiative
at Tolarno to boost
production.
“I feel very sorry
for the people of
Queensland through
the horrific floods they
have endured and I
know the torment of
drought that many in
WA are going through,
but I didn’t know this
country was capable
of this amazing resurgence. I have to
keep pinching myself. I now get up with a
sense of adventure rather than dread,” Mr
McBride said.
Mr McBride is not only excited because
of the enormous production on Tolarno
but the fact that it coincides with a revival
of wool. He could easily run more goats
or other breeds of sheep, like many others
have, but has stuck with Merinos and is
now ready to reap the reward.
“Wool is not a fibre of the past, it is a
natural fibre of the future and I believe it
has many great opportunities ahead of it.
The marketing campaigns currently under
way are certainly helping reconnect the
world with wool and it is the hope of times
like this that helped me
get through the past 14
years”.
To rapidly boost
his flock numbers he
is double lambing and,
while he acknowledges
this involves extra
mustering, marking
and crutching for
Tolarno manager
Graeme Mc Guiness
and his team, he is
keen to capitalise on
one of the best opportunities the region
has seen for some 60-70 years.
“It is simply brilliant to see nature this
way and to have wool as part of that; it’s
great to be alive.”

More information:
View and listen to Robert McBride in
a soundslide at
www.wool.com/mcbride
Robert McBride with daughter Kate and son James with rejuvenated pasture on his western NSW property.
Dead fast. Dead easy.
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For more information contact your reseller or Elanco.
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1
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22
selling more wool
on-farm
March2010
2011
September
Beyond
Beyond the
the Bale
Bale
Productivity and NRM priorities
Fast facts
l Emie Borthwick and sharefarmer
Andrew Cabot on South Australia’s
Eyre Peninsula are running their
property more profitably while also
creating a sustainable environment.
l By implementing improved grazing
management, they have seen an
increase in stocking rates of 10 per
cent over the past twelve months.
l Being members of the Sheep
Connect SA producer network has
helped them share ideas with other
local producers.
T
hree years ago, when Emie Borthwick
returned to work on the family farm
at Tumby Bay on South Australia’s Eyre
Peninsula, she developed a ten-year plan
to run the property for more profit while
also applying good natural resource
management (NRM) principles.
‘Pillaworta’ has been in Emie’s family for
six generations and, with young children
herself, she wanted to ensure she can hand
on a productive, sustainable farm to future
generations. She was also motivated by the
need to adapt to climate variability which
had hindered production on Pillaworta in
recent years.
Pillaworta is located amongst the
steep undulating hills of Tumby Bay, with
an annual rainfall of 500mm. The property
consists of 1400ha, of which 1085ha is hill
grazing. Only 272ha are classified as arable
and are suitable for improved pastures such
as cocksfoot. Of the remaining 315ha, 167ha
is cropping and the rest is native vegetation.
Water supply is limited with only one bore
and unreliable dams and soaks. Soils are
highly erodible with nutrient deficiencies in
phosphorus and zinc.
Grazing Management
The balance between increasing production
and profitability while maintaining and
implementing NRM principles is a delicate
challenge.
Emie, who manages the property with
sharefarmer Andrew Cabot, developed a
whole farm plan for the 1400ha property,
with the main aims of increasing stocking
rates through improved grazing and pasture
utilisation, while reducing potential erosion
with the use of strategic fencing, paddock
sizes and watering.
Emie says she decided to change
the grazing management strategy after
realising stock were not evenly grazing
whole paddocks, and that greater pasture
utilisation could occur by creating smaller
paddocks (averaging 40ha) and using
rotational grazing practices. Stock regularly
camped on the hill tops baring out the soil
and making it susceptible to erosion issues,
even though better quality pastures existed
on the lower slopes.
“Before subdividing two of the
paddocks, stock would heavily graze areas
around water points, but sometimes up
to 400ha would not be used by the stock
while in the paddock,” Emie says.
“Through smaller paddocks, stock are
forced to utilise all feed on offer, which
leads to greater productivity and less
erosion around water supplies and hill
tops. So far the investment in fencing and
water resources is paying off, with the
stocking rate increasing by 200 head, a 10
per cent increase.”
Emie and Andrew admit it will be a long
process to complete the transformation of
the property over the next ten years, but
even though they are only two years in, they
are seeing many benefits, not just financial.
“Managing and working the sheep is
easier. Sometimes we run up to 2500 sheep
in the one mob, but because you’re looking
at them every three days, you can get on
top of issues easier,” Andrew says.
“We’re seeing improved quality of
pasture too. As the mobs are larger and
the grazing more intense, stock are helping
keep weeds under control. We’re also
seeing a greater establishment of the native
grasses on the property due to the changes
in grazing practices.”
Field days
Pillaworta is one of the five focus farms
set up in 2009 by the Eyre Peninsula
Natural Resources Management Board
and the AWI-supported SheepConnect SA
producer network, along with the support of
Woolworths and Caring for Our Country.
Through two focus farm field days, Emie
Woolgrower Andrew Cabot demonstrating how easy it is to move the mob between two paddocks, using only a motor bike. The curved lines are direct seeding
lines - part of Emie and Andrew’s plan to revegetate and sow shelterbelts.
selling more
on-farm
wool
March 2011
Beyond the Bale
meet
and Andrew have been able to pass on
to other producers the lessons they have
learnt. The first field day covered topics
including benchmarking, farm planning,
grazing and pasture management, while
the second field day covered the use of
native perennials, and economical fencing
in the steep Tumby Bay hills incorporating
laneways and revegetation corridors.
Andrew demonstrated how easy it is to
move a large mob of 1700 ewes and lambs
at foot, using only a motor bike, between
two 40ha paddocks.
“The field days are great, as they
give everyone an opportunity to speak
with other producers and get ideas and
suggestions from them. There is never one
way of doing things and it is important to
help each other out,” Emie says.
Emie and Andrew keep planning for the
future. They are now moving their focus
onto getting a more reliable water supply
established across the whole property.
They are also planning to continue with
re-vegetation and shelterbelts.
“Setting of goals is important,” Emie says.
“Set yourself a 12 month target and work
your way towards it; you’ll be surprised about
how much you can achieve.”

More information: Mary Crawford,
Rural Solutions SA, (08) 8688 3414,
[email protected]
Tarsha McGregor, SheepConnect SA,
(08) 8389 8806,
[email protected]
Daniel Schuppan from Rural Solutions SA with
woolgrower Andrew Cabot at one of the field
days on ‘Pillaworta’.
23
Online tool aids
pasture species choice
Pasture Picker is a powerful web-based tool for selecting pasture species suitable for local
conditions across the whole of Australia. Access it at www.pasturepicker.com.au.
Fast facts
l
Pasture Picker is a powerful
web-based tool for selecting
pasture species suitable for your
local conditions.
l
It also contains a comprehensive
guide to pasture species.
l
The tool is updated regularly – it
provides only the most updated
and relevant information about
the latest pasture varieties and
cultivars.
P
asture Picker is a powerful and
yet easy to use online tool for
choosing the right pasture species
suitable for your local environment
and conditions.
Producers using the tool enter
details about their soil type, rainfall and
the intended use of the pasture into
the web-based program, which then
generates a ‘basket’ of best pasture
species for their own conditions and
needs from over 128 species options.
The program also provides a
comprehensive fact sheet about each
of the species’ strengths, limitations,
management, suitability for grazing, and
currently available cultivars. Images of
the species are also provided.
The Pasture Picker tool was
developed by CSIRO with funding
from Pastures Australia – a partnership
between AWI and other rural Research
and Development Corporations (RDCs).
While the information existed prior
to the development of this tool, it was
in state-based, inconsistent formats that
made it difficult for producers or those
outside the pasture industry to access.
Farmers either had to wade through
numerous printed publications or troll
through a range of different websites to
access the information they sought.
Pasture Picker is unique in that
for the first time it provides all the
information together in one package at
one source. Because the tool is updated
regularly it provides only the most
updated and relevant information about
the latest pasture varieties and cultivars.
The tool is accessible to anyone at any
time through the Pasture Picker website
at www.pasturepicker.com.au
While the tool is very powerful it is
also very simple and straightforward
to use even by those producers with
limited computing skills.
The tool is most effectively used
in collaboration with pasture advisers
who have an intimate knowledge of the
local conditions. It can also be used as
a valuable teaching tool for universities
and schools. 
More information:
www.pasturepicker.com.au
Agricultural consultant Stuart Burge
[email protected]
24
selling more wool
on-farm
March2010
2011
September
Beyond
Beyond the
the Bale
Bale
Young
producer’s
passion
for wool
Young WA woolgrower Bindi Murray: “I think wool is a great product and it has so much potential.”
Fast facts
l Young WA woolgrower Bindi Murray
says resources are available to
help young woolgrowers improve
on-farm productivity and profits.
l Extension networks, such as The
Sheep’s Back in WA, provide
opportunities for woolgrowers to
learn about best practice options
from others in the industry.
l The Making More From Sheep
program provides a best practice
package of information, tools and
learning opportunities for Australian
sheep producers.
B
indi Murray is a young mother and a
passionate woolgrower who is keen
to encourage more young people into
the wool industry and to have a say in its
future direction.
After graduating with a degree in
Animal Science from the University
of Western Australia in 2004, Bindi
worked for the Pastoralist and Graziers
Association of WA on policy initiatives.
She then moved on to the Department of
Agriculture and Food Western Australia
researching sheep genetics.
By 2007, Bindi felt the time was
right for her to return to the family farm
‘Kunmallup’ near Woodanilling in the Great
Southern agricultural region of south west
Western Australia, to follow in the footsteps
of her parents and her grandparents.
Bindi manages the sheep enterprise
within the family’s mixed farming business.
The family have always run sheep; in recent
years their focus has been 50 per cent
livestock and 50 per cent cropping. They
run a self replacing Merino flock of around
16,000 head, with 6000 ewes mated to
Merino rams and 1400 to terminal sires
each year.
Bindi admits she has been lucky to be
able to return to the farm, without some
of the difficult succession issues that can
come with young people returning to the
family business.
“Succession planning has always been
happening in the background in our family
– we are always working together and
try to maintain open communication to
maintain these relationships,” Bindi says.
“It also helps that the whole family
contributes to the direction of the business,
with everyone encouraged to come up with
ideas and present them to everyone else.
“Business profitability is the key to
business success, but when you’re working
in a family business, family and family
relationships are also very important.”
INDUSTRY POTENTIAL
Like an increasing number of other young
producers, Bindi recognises that Merinos
are not only a reliable source of income,
spreading the risk in a farming business,
but are also a very lucrative source of
income as global consumers are attracted
back to the natural qualities of the fibre.
“I think wool is a great product and it
has so much potential, with consumers
now looking for renewable and more
environmentally sustainable products,”
Bindi says.
selling more
on-farm
wool
March 2011
Beyond the Bale
Despite the opportunities which
exist for the wool industry, Bindi believes
the industry needs to overcome some
challenges, especially the politics and some
of the traditions.
“Young people can see a future in wool,
but they can get frustrated by some of
the industry’s more entrenched attitudes,”
Bindi says.
“The industry needs to change its
image and focus on the new technologies
which are emerging for producers. We
need to move away from outdated
traditions and show young people we are
an industry which is professional, modern
and science based.”
With this in mind, Bindi embraces
the importance of AWI initiatives, such
as the state based producer networks and
the Making More From Sheep program,
which provide help and encouragement
to woolgrowers wanting to enter or stay
in the industry.
but one of the difficulties I have as a young
grower is understanding and interpreting
what the impacts various changes will have
on the whole farm, and the flow on effect
through the business,” Bindi says.
“The extension networks play an
important role in filling this knowledge
gap, by providing a bridge between
scientific advice and facts and the practical
implications, and how to make it fit into
your own production system.
“I find communicating with other
growers within the network and learning
from what they are doing on their farms is
important to help me plan for the season
ahead. In fact I find that when I get off my
farm it is easier to step back, assess what I
could and should be doing and get a better
idea of the full picture.”
MAKING MORE FROM SHEEP
shearing, but we ended up with a splitshearing scenario.
“A split-shearing program was at odds
with the best practices for lice control,
which requires a single shearing and clean
muster, with every animal on the place
treated for lice at much the same time. So,
after considering our options with the help
of the manual we shifted our production
practices to shear in January.”
THE FUTURE
Bindi says she is motivated on improving
Kunmallup so that her eight month old son
John may also want to return to the farm in
due course.
“In the short-term, I’m keen to improve
the level of detail in my cost of production
accounting and gross margin calculations so
that I can get a better idea of how well each
enterprise on the farm is performing. This
will enable me to set adequate benchmarks
and get the best mix of enterprises.
“In 10 years’ time I would hope to see
more efficient farm practices and decision
making, but more importantly I would like
to see the farm continuing to become more
productive and sustainable.”
Bindi’s advice to other young growers
when they are faced with a decision or
challenge is for them to do their homework
and make their own mind up.
“I believe that if you have gone through
the costs and benefits and made a
decision, whatever the decision is, it will be
a good, well informed decision.”

Bindi is the youngest member of the
producer advisory panel for The Sheep’s
Back, the AWI producer network in
Western Australia. Along with the rest of
the panel, she works with the executive
team on developing extension activities
to improve WA producers’ adoption of
profitability driven practices.
The Sheep’s Back currently has a
network of 700 woolgrowers and aims to
deliver increased profitability to members’
sheep enterprises through greater
understanding of the relevant profit drivers.
“There is a lot of information out there,
Bindi admits that while she has plenty of
knowledge from a management theory
perspective, she appreciates there is a big
difference between theory and practice.
As a result of this Bindi finds the Making
More From Sheep manual a key decision
making tool for use on her farm.
“A lot of the principles within the manual
are things Dad has always been doing, but
sometimes when you’re faced with a difficult
decision it can help you prioritise your issues
and reassess your options,” Bindi says.
“For example, we used to shear our
prime lambs, Merino lambs and rams at the
end of spring. Our aim was to reduce the
grass seed burden in the lambs and ensure
our rams were well prepared for mating
in early February, straight after our main
Bindi with eight month old son John.
Bindi changed the time of shearing after reading the Making More From Sheep manual.
EXTENSION NETWORKS
25
More information: www.wool.com/networks
www.makingmorefromsheep.com
26
selling more wool
on-farm
March2010
2011
September
Beyond
Beyond the
the Bale
Bale
GPS as aid to rotational grazing
Fast facts
l N
ew research into GPS technology is
under way which could help farmers
optimise the use of pasture in
rotational grazing systems.
l The study involves using GPS
tracking devices on livestock to
assess their grazing behaviour.
l AWI provided a bursary to UNE PhD
student Jessica Roberts to present
a paper on the subject at the recent
Australian Agronomy Conference.
R
esearchers at the University of New
England (UNE) are investigating ways
that Global Positioning System (GPS)
technology could help farmers improve
the utilisation of pasture in rotational
grazing systems.
The team from the Precision Agriculture
Research Group at UNE has used GPS
tracking devices on livestock to monitor their
grazing behaviour, such as the distance and
speed they move, which could indicate how
they search for food.
The aim is to develop a system that can
analyse the GPS data from tracking devices
on livestock and then relay messages in real
time to the farmer, for example advising the
farmer that it could be time to move their
flock onto better pasture.
Jessica Roberts, who is researching her
PhD at UNE, received a bursary from AWI to
present a paper on her research at the 15th
Australian Agronomy Conference in New
Zealand in November 2010.
“Monitoring sheep movements in
relation to available biomass has the
potential to improve pasture utilisation by
woolgrowers that rotationally graze their
flock,” Jessica says.
“The objective of this research is to
enable an efficient use of available pasture
and better match the needs of livestock to
the available pasture.
“It is anticipated that this system will
create an objective basis for effective
rotational grazing, that can complement
traditional techniques such as visual
assessment of the pasture by the farmer.”
Growing up in Manilla in northern NSW,
where her family has been involved with
the wool industry for several generations,
Jessica developed a keen interest in livestock,
Researcher Jessica Roberts adjusts a GPS tracking collar on a sheep.
going on to receive 1st class honours in a
Bachelor of Rural Science at UNE in 2009.
The Agronomy Conference was a great
opportunity for Jessica to present her paper
to leading Australian and international
agronomists, soil scientists and farmers.
The paper contained results from a
preliminary study of whether GPS data of
livestock movements could identify changes
in animal behaviour caused by decreasing
availability of pasture.
“The study involved deploying GPS
tracking collars on grazing livestock for
46 days, with the collars programmed to
collect their location every 10 minutes.
We then analysed the data to determine
the time spent grazing by the livestock
and how far they traveled through the
paddock,” Jessica says.
“Unexpectedly, the amount of time the
livestock spent grazing did not seem to be
affected by decreasing pasture biomass.
However, their overall distribution through
the paddock did appear to increase as
biomass decreased. This makes some sense
as animals start foraging in new areas as old
areas are grazed out.
“So the results of this study suggest that
there is opportunity to use spatial monitoring
technologies to understand livestock and
pasture interactions. This could enable
producers to better schedule livestock
movements in rotational systems.
“However, the study also highlighted the
complexities faced in developing these types
of systems. A large body of research remains
to be undertaken in this field.”
While this research is currently using
GPS tracking collars, commercially available
cattle tracking ear tags are being tested
and Jessica envisages that these could be
developed for sheep as well.

More information:
UNE Precision Agriculture Research Group
www.une.edu.au/parg
Australian Agronomy Conference papers
www.regional.org.au/au/asa/2010
Arthritis cripples
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For more information talk to your Pfizer
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*Erysipelas is one of a number of causes of arthritis in sheep.
1. Graham Lean & Associates (2009). Cost benefit analysis of Eryvac in commercial sheep flocks. Pfizer data on file.
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www.pfizeranimalhealth.com.au
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28
selling more wool
on-farm
March2010
2011
September
Beyond
Beyond the
the Bale
Bale
Peter Westblade Memorial Merino
Fast facts
l The Peter Westblade Memorial
Merino Challenge aims to fully
examine both the meat and wool
components of the entrants’ teams.
l Results from the Meat Challenge
show Merinos can produce quality
lamb meat that meets market
specifications.
l The positive findings for pure
Merino lambs are encouraging for
the wider Merino industry as well
as the trial entrants.
R
esults from the Peter Westblade
Memorial Merino Challenge (PWMMC)
have shown Merinos can produce quality
lamb meat as well as a profitable fleece.
The PWMMC is a wether trial set up by
Craig Wilson & Associates, Moses & Son
and Industry & Investment NSW (I&I NSW)
and has attracted 50 teams of 30 wethers
from across Australia. The Challenge is
named in honour of Peter Westblade,
who was passionate about using new
technologies to breed profitable sheep.
The PWMMC, which incorporates a
Wool Challenge and a Meat Challenge,
aims to address the growing interest in the
carcase traits of young sheep whilst still
maintaining a focus on wool traits.There
are teams common to both this trial and
the Elmore “Ewes for the Future” trial (see
Elmore results in the next edition).
The trial commenced in April 2010
with each of the trial’s wethers weighed
to ensure an even allocation of body
weight to the Wool Challenge and the
Meat Challenge. Wethers from each team
were randomly split, with 15 wethers from
each team allocated to the Wool Challenge
and the other 15 wethers from each team
allocated to the Meat Challenge.
The wethers in the Wool Challenge
are being run at the Temora Agricultural
Research and Advisory Station as a
standard wether trial to assess key wool
traits, fleece value and will have two
assessment shearings in April 2011 and
2012. The first wool assessment will occur
on the 7th and 8th of April 2011 and team
results will be published soon after.
The Meat Challenge, containing
the remaining half of the wethers, was
conducted at Collingullie, NSW.
The wethers in the Meat Challenge
were de-pastured at Collingullie for four
weeks on irrigated lucerne and then put
Over 41,000 data records were recorded over the duration of the Meat Challenge.
into a feedlot and fed a pelleted ration
containing a high nutrition diet (11 MJ/kg
DM Metabolisable Energy and 14.5 per cent
Crude Protein) prior to slaughter.
Measures were taken to eliminate
any adverse influence on trial results that
could potentially have been caused by pen
allocation, social dominance and kill date.
There were over 41,000 data records
recorded over the duration of the trial’s
Meat Challenge which ran from April to
August 2010.
Clear trends have emerged from
the Meat Challenge, despite analysis
being complex due to the varying Merino
types and age of lambs entered in the
Challenge, and differing pre trial nutrition
and management.
RESULTS
The results from the Meat Challenge provide
some excellent messages for the wider
Merino industry as well as the trial entrants.
The objective evidence from the trial
demonstrates that Merinos can grow at
profitable rates, meet market specifications
and produce a product that will last on the
shelf and satisfy customers.
These results counter previous
anecdotal observations in the sheep
selling more
on-farm
wool
March 2011
Beyond the Bale
29
Challenge
industry that Merino lambs are too slow to
grow and have dark cutting meat.
Growth traits
Meat Standards Australia (MSA)
recommends that, for optimum eating
quality results, animals should be
gaining weight prior to slaughter. MSA
recommends growth rates two weeks prior
to slaughter should be 100 grams per day
for crossbreds and 150 grams per day for
Merinos. The Meat Challenge averaged 170
grams per day despite very wet weather
conditions whilst in the feedlot.
Body weights were measured on the
wether lambs seven times over the duration
of the Meat Challenge. Six of those weights
were used to generate the average growth
rate for the 50 teams involved. Team
average growth rates ranged from 137 to
204 grams per day adjusted for age. The
variation between animals ranged from 9 to
321 grams per day.
These results highlight the
opportunities within the Merino industry if
producers choose growth as the breeding
objective and provide the requisite high
nutrition to their flock.
Carcase traits
The market specifications for carcase
weight at the time of processing were
22 to 26 kg with a 2 to 4 fat score. 27
of the 50 teams met the weight and fat
specifications. All 27 teams had a fat score
of 3 (11 to 15 mm).
The teams that fell outside the market
specifications were largely hindered by the
age of the wethers when entered into the
Meat Challenge.
The variation between teams for Eye
The results from the Meat Challenge are positive for the Merino industry.
Muscle Depth, Eye Muscle Width and Eye
Muscle Area ranged from 25.3 to 29.3mm,
58.3 to 65.2mm and 12 to 15.3 centimetres
square respectively.
A subjective assessment and two fat
measurements in the chiller 24 hours post
slaughter at the GR and C sites were taken.
The two fat assessments 24 hours post
slaughter give an indication of fat cover and
distribution. Ideal fat ranges are score 2 and 3
ie from 6 to 15mm. 94 per cent of the teams
had between 6 and 15 mm (GR). The average
of the trial was 11.8mm (GR) and 5mm (C).
Meat colour traits
Meat Challenge results for colour were
good to excellent. A meat’s colour
determines its shelf life and consumer
satisfaction. Colour was measured on the
eye muscle at the 12th rib.
A high pH can affect meat colour and
shelf life. Merinos have been regarded as
having high pH levels. However the trial
average pH was 5.6, which is below the
industry upper benchmark (for all carcases
regardless of breed) of 5.8.
The Meat Challenge results for pH
showed very little to no difference between
the teams. Of the individual pH results, only
3.5 per cent of the Merino wether lambs
processed were above the industry upper
benchmark of 5.8.
The higher the a* colour value the
redder the meat. The a* reading needs
to be above 14.5 to achieve 95 per cent
confidence that random consumers will be
satisfied. The average for all teams in the
Meat Challenge was an excellent 21.4 with
very little difference between teams.
L* readings measure dark or light
colour. The market specification for L*
readings is between 34 to 44, with the
higher the number the better. The average
L* reading for the Meat Challenge was 36.8,
ie above the industry lower benchmark of
34. Only three per cent of all the Merino
lambs there were below a 34 reading.

More information:
Sally Martin, I&I NSW Sheep & Wool Officer,
0427 401 538;
Craig Wilson, Craig Wilson & Associates,
0428 250 982;
Marty Moses,
Moses & Son, 0417 691 308.
Criag Wilson,
Roger Fletcher,
AWI CEO Stuart
McCullough and
Sally Martin of
I&I NSW.
The wool challenge:
Two assessment shearings will
happen in April 2011 and April 2012.
The results will be reported in a
future edition of Beyond the Bale.
30
selling more wool
on-farm
March2010
2011
September
Beyond
Beyond the
the Bale
Bale
Flystrike RD&E
remains high priority
Fast facts
l Flystrike continues to be the most significant welfare threat
to the Australian sheep flock.
l AWI has a proactive and committed flystrike prevention
research, development and extention (RD&E) program.
l AWI supports all woolgrowers in their choice of best
practice animal health and welfare control options to
manage flystrike.
F
lystrike control and prevention has generated much debate as
Australian farmers have attempted to balance the competing
demands of protecting their sheep from flystrike against calls to
phase out the procedure of surgical mulesing – a procedure which
has been, and in many cases remains, an important tool to protect
sheep from this virulent parasite.
Australian farmers are committed to and maintain the highest
standards of animal welfare and flystrike prevention continues to
be AWI’s highest RD&E priority, with a large percentage of AWI’s
on-farm RD&E budget currently invested in this area. To date the
company has invested over $25 million in the following five areas to
find alternative ways to reduce reliance on surgical flystrike prevention:
1. Breeding and selection
2.Breech modification
3. Improved management practices
4.Grower and industry education and training
5.International supply chain training and communication.
Significant progress has been made and the quarterly
independent audits of AWI’s RD&E and extension program
conducted by the Australian Veterinary Association (AVA) illustrate
ongoing improvement and encouraging results from the program.
Visit www.wool.com/flystrike for more information. Below is a
summary of the RD&E effort and progress.
progress of flystrike prevention rd&E
1. BREEDING AND SELECTION
2. BREECH MODIFICATION
It is expected that genetics and
breeding will provide the ultimate
solution to flystrike prevention.
Breeding and selection is a major
focus of RD&E activity.
•
The Visual Score Guide for breech
flystrike indicators has been
established to help standardise
visual score and language standards.
• The heritability and correlations of
the four key traits (dags, breech
wrinkle, breech cover, and wool
colour) which predispose a sheep
to flystrike has been determined as
moderate to high. Further, the genetic
parameters between these traits and
all other important production traits
have also been quantified.
• Australian Sheep Breeding Values
(ASBVs) have been developed and
commercially released for Breech
Wrinkle, Dags and Breech Cover to
enable woolgrowers to breed sheep
more resistant to breech flystrike.
•
Breeding research continues to
find additional indicator traits that
predispose sheep to breech flystrike.
Several breech modification alternatives
have either been developed or are still in
the R&D stage.
Anti-flystrike clips – commercialised
through Leader Products in 2009.
• Clips improve the indicator traits
associated with a lower risk of breech
flystrike, however other options are
also required to provide protection
similar to mulesing.
Pain relief
•
A post-operative pain relief product
(Tri-Solfen®) has been developed by
Animal Ethics Pty Ltd and is available
through Bayer (since 2006). It provides
antiseptic, antisepsis and analgesia.
• Research continues into pre-operative
analgesia.
Intradermal/Skintraction™ –
still in R&D stage.
• Application settings are being trialed
for SkinTraction™ Sodium Lauryl
Sulphate (SLS) and it is awaiting
registration through the APVMA.
• Larger scale trials will be held in
2011 to further refine the application
practicalities of SLS.
3. IMPROVED MANAGEMENT
PRACTICES
Ongoing improvements to management
practices are providing improved welfare
outcomes.
Chemical
• Recent trial results have indicated
that Dicyclanil (Clik™) – a long-acting,
relatively expensive, preventative
chemical treatment – provides good
flystrike control for up to six months.
Husbandry
• Trials looking at optimal use of jetting
and crutching continue.
• Appropriate nutrition and pasture
management are a key factor
in controlling flystrike. Research
continues and information is regularly
provided to woolgrowers to ensure
all factors contributing to flystrike are
managed appropriately.
Pest management
• WormBoss, LiceBoss and FlyBoss
provide woolgrowers with important
sources of information for minimising
impacts of parasites in their flocks,
leading to improved welfare
outcomes for sheep.
selling more
on-farm
wool
March 2011
Beyond the Bale
31
Commitment to animal welfare
Flystrike remains a significant risk
to the health and welfare of sheep
in Australia. It is for this reason that
AWI will continue to fund research
to find viable alternatives to surgical
mulesing and is committed to the
following principles:
1.Pursuing targeted RD&E and
extension to help woolgrowers
manage flystrike risk in their
sheep without mulesing,
through breeding and/or use of
alternative management or breech
modification strategies. This is likely
to see an increasing number of
woolgrowers able to successfully
manage their sheep without the
procedure over time, with growing
volumes of non-mulesed (NM) and
ceased mulesing (CM) wool in the
marketplace.
4. WOOLGROWER AND
INDUSTRY EDUCATION AND
TRAINING
Extension and training programs have
been developed to promote the adoption
of new practices and technologies.
National Mulesing Accreditation
Program (NMAP) training
• A training program was developed
in 2005 to ensure those conducting
the surgical mulesing procedure are
using industry best practice.
Woolgrower seminars and
updates held nationwide
• Case studies, seminars and
workshops have been presented
to woolgrowers and many of the
presentations are on the AWI website.
• Every second year an R&D technical
update event is held.
Volume of wool
• Australia produces 95 per cent
of the world’s production of fine
apparel wool under 19 micron.
• Australia is the largest producer
of NM (non-mulesed), CM (ceased
mulesing) and PR (pain relief) fine
apparel wool. The volume is greater
2.Supporting welfare improvements
to the procedure wherever it is still
undertaken in the meantime.
3.Supporting differentiation and
choice in the marketplace via the
National Wool Declaration (NWD)
and assisting supply chain and retail
partners source wool that meets
their requirements.
4.Engaging with stakeholders,
partners and the community to
educate, inform, monitor and report
on progress. It is imperative that
stakeholders, partners and the
community have a well informed
understanding of the issue and
realistic expectations.
5.Providing science in support of
policy decisions at national and
international level to ensure the
welfare of the animals and protect
and enhance market access.
6.Promoting the wider industry
efforts and progress to address
welfare concerns and engender
trust and confidence in the
Australian wool industry.
In 2009 AWI established
the Animal Welfare Forum, a
group comprising animal welfare
organisations, researchers whom
AWI engage regularly, and animal
rights groups. Members of this
group include RSPCA Australia, the
Australian Veterinary Association
(AVA), researchers from CSIRO and
Melbourne and Sydney universities,
Animals Australia, Compassion in
World Farming, and Animal Liberation.
This forum has allowed for a robust
and open dialogue on animal welfare
issues related to breech flystrike.

than the combined fine apparel
wool (<19 micron) production of
Argentina, New Zealand, Uruguay
and South Africa.
• The proportion of wool declared
as NM, CM or PR through the
National Wool Declaration
(NWD) continues to increase.
This increase is important for
retailers and brands wishing to
source wools suitable to their
requirements.
as requested.
• This close and productive
relationship has also involved
ongoing and regular discussions
on a range of related production,
animal welfare and corporate social
responsibility issues.
• AWI will continue to regularly
report RD&E progress to
international retailers and brands.
visits to australia
•
AWI has organised and hosted visits
by many international retailers and
brands to Australia. These visits
have without exception provided
them with a greater understanding
of the issues involved and the
significant progress made in the
RD&E program.
visits to retailers
•
AWI has made regular visits to
retailers and brands in the US, UK
and other key markets. 
5. international supply
chain training and
communications
Since 2004, AWI has worked very
closely with international retailers and
brands to inform them of the progress
of AWI’s R&D into flystrike prevention.
reporting
• Formal quarterly reporting
requirements are made to
the British Retail Consortium
(BRC) and the National Retail
Foundation (NRF) and technical
information and advice provided
to individual retailers and brands
Visit www.wool.com/flystrike
for more information.
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References
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the efficacy of monepantel, an amino-acetonitrile derivative against gastrointestinal nematodes
of sheep. Hosking et al., Parasitol Res (2010), 106: 529-532. 2. Zero Resistance – no monepantel
resistant nermatode populations exist in the field. 3. “The production costs of anthelmintic
resistance in sheep managed within a monthly preventive drench programme.” Sutherland et al.,
Vet Para(2010), 171:300-304. 4. Hosking, B.C. & Dobson, R.J. (2010) The amino-acetonitrile
derivatives, a new anthelmintic class in Australia: efficacy and options for use. In proceedings
of the 3rd AVA/NZVA Pan Pacific Veterinary Conference, Brisbane.Pp1-9.
ZOLVIX contains 25 g/L monepantel, a member of the Amino-Acetonitrile Derivative (AAD) class
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