Beyond the Bale - The Woolmark Company

www.wool.com
Profit from wool innovation
Issue 51 JUNE 2012
MARKETING AUSTRALIAN WOOL
LIFETIME EWE MANAGEMENT
DUCKS ON THE POND!
2
upfront
June 2012
Beyond the Bale
contents
WoolPoll 2012 - Vote: It’s Your Future
off-farm
04 Campaign for Wool
L
07 Wool Modern lands in Sydney
08 Wool on show at the shows
09 Sportcraft and Woolmark
10 IWTO: Wool in NYC
11 China Luxury Market Campaign
12
The Wool Lab: spring/summer
14 International Woolmark Prize
15
Vivienne Westwood partnership
16
Licensees examine facilities
17
Wool gets digitally remastered
18
From sheep to sleep
20
M.J. Bale: Grazed on greatness
on-farm
22
LTEM helps deliver 110% weaning
23 Lifetime Ewe Management
24 LTEM: learning from other growers
25
LTEM: practical learning
26
Time is right for Timerite®
28
Worm management
30
Ducks on the ponds!
32
Shearing: an attractive carrer
33
Sisters, doing it...for dad
34
Breading future leaders
36
AWI ‘Wool Clip’ events
37
LambEx set to be a Grandslamb
38
Stamped with success
ater this year woolgrowers across
Australia will have the chance to
vote on the percentage of your wool
income that will be used to fund future
Research, Development and Marketing
(RD&M) investments undertaken on the
industry’s behalf by AWI.
Preparations are in full swing for
this important industry vote, with the
independent WoolPoll Panel having
met twice and provided their feedback
on the draft documentation and
processes for the levy poll.
In addition to these important
regulatory roles, the chairman of
the WoolPoll Panel, Queensland
woolgrower Will Roberts, is focused on
ensuring the Panel delivers its critical
task of maximising voter turnout.
“The wool levy is an important
investment by woolgrowers in our
industry’s future. It is essential that
every eligible woolgrower knows
the importance of this poll, and uses
this opportunity to directly influence
the amount of money which can be
invested in RD&M for the next three
years,” Mr Roberts said.
“Right up until the poll closes on
2 November, the WoolPoll Panel will
be calling on woolgrowers across the
country to make their vote count.”
WoolPoll 2012 will be launched
at the Australian Sheep and Wool
Show in Bendigo on 20 July, where
woolgrowers can speak with AWI’s CEO
and management about the poll and
AWI’s investment outcomes for this
current three-year period (2009-12).
Quick points on WoolPoll
What? Every three years AWI
conducts a poll, asking levy payers to
determine the levy rate to be paid for
industry RD&M activities for the next
three years.
Why? As the starting point in AWI’s
three-year business cycle, WoolPoll is levy
payers’ opportunity to shape the future
funding – and strategic direction – of AWI.
AWI’s operations and activities for
the next three years will be driven by the
WoolPoll outcome, which will be reflected
in AWI’s 2013/14 to 2015/16 Strategic Plan.
How? Every Australian woolgrower
who has paid wool levies totalling $100
in the past three financial years will be
eligible to vote. From 21 September, all
eligible levy payers will automatically
receive a Voter Information Kit, including
a ballot paper and information required
to assist you in making your levy decision.
Voting opens 21 September 2012.
The poll will close at 5pm (AEDST)
2 November 2012.
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
Beyond the Bale is online at http://digital.wool.com.au
AWI, Level 30, 580 George St,
Sydney NSW 2000
AWI, GPO Box 4177, Sydney NSW 2001
P 02 8295 3100 F 02 8295 4100
E [email protected] W www.wool.com
AWI Helpline, 1800 070 099
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Bale is copyright. Reproduction of
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Disclaimer: Whilst Australian Wool
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ISSN: 1447-9680
Front cover: Model wearing a
fashionable wool coat from Country
Road at Sydney’s historic QVB
shopping centre during Wool Week see page 4.
upfront
June 2012
Beyond the Bale
3
Getting on with business
W
e are continuing with initiatives to
help increase the demand for wool
through investments in marketing and
R&D – from farm to fashion. I would like
to inform you of some recent activities in
which the organisation has been involved.
Lifetime Ewe Management: The Lifetime
Ewe Management training course
continues to go from strength to strength,
providing materials and developing
skills for woolgrowers to help improve
animal nutrition, lambing percentages
and weaning rates. Some 1100 sheep
producers across Australia have now
joined or completed the on-farm course.
Overall, participants have lifted the
number of lambs weaned per hectare by
30 per cent, achieved through a 15 per
cent increase in ewe stocking rate, a 50
per cent reduction in ewe mortality and a
15 per cent increase in weaning rates.
Shearer and woolhandler training:
We continue to put significant resources
into training for novice, improver and
professional shearers and woolhandlers
within our regional coaching program. The
aim of the AWI shearer and woolhandler
training program is not only to attract
and retain new entrants into the wool
harvesting industry, but also to directly
increase returns to woolgrowers through
improved clip preparation practices.
Breeding Leadership course: AWI held
a four-day professional development
‘Breeding Leadership’ course for young
woolgrowers in February. The 23
participants in the course are the next
generation of leaders within the wool
industry. At the course, the participants
discussed marketing, leading and
managing people, corporate governance,
succession planning, time management
and strategic planning. These young men
and women see plenty of opportunities
for wool both on-farm and at retail.
AWI ‘Wool Clip’ events: AWI is working
with local groups to host a series of
woolgrower update events around the
country, beginning later this month.
These free events will communicate
to attendees the latest wool industry
knowledge and developments from AWI.
The topics on each event’s program are
based on issues of relevance to your local
region. They range from practical on-farm
advice, such as keeping flies under
control, to learning about the market for
Australian wool. I encourage you to attend
– see page 36 for the dates and venues.
International Wool Textile Organisation:
AWI attended the IWTO conference
in New York in May. The mood at the
conference was upbeat, with delegates
hearing presentations from AWI on our
marketing initiatives. Attendees and
speakers from AWI included chairman
Wal Merriman, myself, chief strategy and
marketing advisor Rob Langtry, manager
of market intelligence and trade reporting
Paul Swan, Italian office strategy advisor
Fabrizio Servente and Woolmark apparel
care manager Cathryn Lee. A highlight of
the conference was the presentation of
the 2012 Fashion + Retail Market Report
by AWI and Women’s Wear Daily (WWD).
The report provided insight into future
market opportunities for wool in the
US. Over 300 delegates attended the
presentation including 100 retailers such
as DKNY, Polo Ralph Lauren and Gap Inc.
Record 11.1 micron wool bale: Whilst
in New York, I attended the award
ceremony of The Loro Piana Challenge
Cup which was again awarded to an
Australian woolgrower for having
produced the finest wool bale in 2011. The
Australian Highlander Ultrafine Farm in
Tumbarumba NSW, owned by Suzanne
Triplett, won the prestigious award for
the second year in a row. Their 11.1 micron
bale has set a new record for the finest
wool bale ever produced in Australia.
AWI is proud to promote this superb
achievement around the world. It
highlights Australian woolgrowers’
constant endeavour to produce
the best Merino wool,
reaffirming the inspiration of
our marketing campaign
‘Merino. No Finer Feeling’.
International Woolmark Prize:
Vogue has joined us as the
global media partner of our new
International Woolmark Prize. We
also have the world’s most important
buyers, retailers and fashion councils
on the judging panels to generate
integrity for the award. The International
Woolmark Prize is a global fashion design
award to identify the world’s leading
emerging designers from five major
regions (Europe, Australia, India, China
and the USA) and promote their use of
Merino wool. An important element of
this prize is the commercialisation of
Australian Merino wool products in each
of the regions.
Campaign for Wool: The success of the
Campaign for Wool continues to spread
here in Australia as well as across the
world. Australian retailers came together
for the Campaign’s Wool Week which
was held in April to coincide with the
start of the mid-winter retail season. It
was pleasing to see so many store fronts
promoting wool and the Woolmark brand.
The Wool Modern exhibition and the
Urban Farmyard at Sydney’s QVB were
highlights of Wool Week, which received
media coverage worth an impressive five
million dollars in editorial value.
Stuart McCullough
Chief Executive Officer,
Australian Wool Innovation
4
off-farm
June 2012
Beyond the Bale
Retailers back
Campaign for Wool
Fast facts
l Retailers around Australia are joining
the Campaign for Wool, an initiative
to help increase sales of wool
product.
l An ‘urban farmyard’ launched the
Campaign’s Wool Week at the
Queen Victoria Building in Sydney.
l Australian retailers and business
owners are encouraged to get
involved in the Campaign –
information is available at
www.campaignforwool.com.au.
I
n celebration of the 2012 Campaign for
Wool, retailers from across Australia
came together for Wool Week, held from
23rd to 29th April to coincide with the start
of the mid-winter retail season.
Wool Week involved a host of events
and retail promotions. In true farm to
fashion style, the events began with an
‘urban farmyard’ on the forecourt at
Sydney’s historic Queen Victoria Building
(QVB) shopping centre.
Sheep shearing demonstrations
entertained the public; children marveled
over adorable lambs in a pen underneath the
grandiose QVB dome; and models mingled
with the public, showcasing the latest wool
fashions from retailers including Country
Road, Karen Millen, Saba and Sportscraft.
AWI CEO Stuart McCullough said the
Campaign this year in Australia is building
on the initial success achieved in 2011.
“The collaboration and communication
between those involved in the entire wool
production pipeline is what continues to
make this global campaign a success, both
internationally and within Australia,” Mr
McCullough said.
“Here in Australia we have a wonderful
story to tell, and as a united industry
we have been able to do so. Australian
woolgrowers produce the finest wool in the
world and this campaign is highlighting in
shops around the country the wonderful
end-products of woolgrowers’ hard work.
Models show off their wool apparel and cute lambs in front of the media.
“It’s fantastic to see
“It’s through programs like
so many retailers here in
the Campaign for Wool that
Australia getting involved in
we aim to lift the profile
the campaign and stocking
of wool and return some
wool apparel and interiors
profitability to Australian
products on their shelves
woolgrowers.”
and in their showrooms.
AWI CEO - Stuart McCullough
“It’s through programs
like the Campaign for Wool
that we aim to lift the
profile of wool and return some profitability to encourage customers to buy wool
to Australian woolgrowers.”
products. By registering your support
The Campaign for Wool, of which His
of Campaign for Wool, you are joining a
Royal Highness The Prince of Wales is
global campaign.

Patron, is a global campaign that aims to
encourage manufacturers, retailers and
More information: View a two-minute video
designers to choose wool and, in turn,
about the Wool Week’s activities at
educate consumers about the fibre’s
www.woolmark.com/cfw-australia2012
environmental benefits.
www.campaignforwool.com.au
Information about how Australian
retailers and business owners can get
involved in the campaign is available on
the Campaign for Wool website. Marketing
collateral, such as shop window decals
and in-store showcards, is available
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June 2012
Beyond the Bale
5
THE URBAN FARMYARD EVENT AT THE QVB IN SYDNEY
Celebrity Richard Wilkins showing his support for
the Campaign for Wool at the event.
The ‘urban farmyard’ at the QVB included a petting pen of lambs.
RETAILERS
SUPPORTING
THE CAMPAIGN
FOR WOOL
The elaborate storefront of Danielle Chiel, retailer of luxury hand knits, during Wool Week.
One of the large Campaign for Wool posters at Sydney’s Supa Centa Moore Park, which also
The window of international fashion designer Collette
displayed a selection of wool furniture and home furnishings available from centre retailers.
Dinnigan’s boutique store.
6
off-farm
June 2012
Beyond the Bale
Campaign for Wool decals on the store window of MyHouse.
Shop window of Australian apparel retail chain Trenery promoting wool.
brand and retail SUPPORTers
in australia include:
camilla and marc
Lisa Gorman
Arther Galan (AG)
20 retailers at the QVB
Saba
Country Road
Trenery
Willow
Ellery
Carl Kapp
M.J. Bale
Dejcuba
Collette Dinnigan
Karen Millen
Kookai
The Corner Shop
Ginger and Smart
Jac + Jack
Danielle Chiel
50 stockists of EMU Australia
Obus
Supa Centa Moore Park
Sambag
Designer Rugs
Snowdrop Merino
Little Red’s Craft Cupboard
Boutique Eco
Yallingup Shearing Shed
The Sheeps Back
The Big Merino
Hazel Green
Hedrena
Farage
Snowgum
Godfrey Hirst – 300 retailers
Cable
Bambi - bedding
Wooltara
Australian Country Spinners
Stafford Group Pty Ltd
Woolerina
Bellview Corporation
Wool Products Australia
I/O Merino
Interwool
Minijumbuk
Anthony Squires
Blowes Clothing Bathurst
Raceys
Blowes Clothing Orange
Allure on Main
The Woolroom
Campaign for Wool promotion in
The shop window of a camilla and marc
the shop window of womens apparel
store innovatively showcasing a wool
retailer Kookai, which operates
garment and the raw wool from which
throughout Australia.
it is made.
Australian fashion designer
supporters include:
Lisa Gorman
camilla and marc
Jenny Kee Vintage
Akira Isogawa
Romance Was Born
Sarah King
Tina Kalivas
Josh Goot
Emma Elizabeth
Willow
Collette Dinnigan
Henry Wilson
Ellery
Michael Lo Sordo
An inviting display by Purl Harbour at The Corner Shop in Sydney’s Strand Arcade,
which also hosted ‘The Big Knit In’ knitting classes.
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June 2012
Beyond the Bale
Fast facts
l The Wool Modern exhibition that was
launched in London last year visited
Sydney in April.
l The exhibition celebrates the
aesthetic, environmental and
technical benefits of wool.
l It provided Australian fashion designers
with the opportunity to showcase their
wool creations alongside renowned
international designers.
7
Wool Modern
lands in Sydney
W
eaving together some of Australia’s
finest fashion and interiors designers,
the Campaign for Wool’s innovative and
inspiring ‘Wool Modern’ exhibition opened in
Sydney on 24th April.
The exhibition is a celebration of
modern, innovative and avant-garde use
of wool throughout creative industries in
the 21st century and ran for one week at
the historic Pier 2/3, Walsh Bay, in the lead
up to Mercedes Benz Fashion Week. The
exhibition then was on display at the QVB
for three weeks.
“Having been launched by HRH The
Prince of Wales in London last year, I
can think of no more fitting place for the
exhibition to come than Australia, the
origin of most of the world’s wool apparel
garments,” said AWI CEO Stuart McCullough.
“Wool Modern is a great opportunity for
us to showcase great Australian designers
using a great Australian product and show
these designers side-by-side with some
of the best in the world, such as Vivienne
Westwood and Alexander McQueen.”
Australian fashion designers that
were commissioned to submit customdesigned, one-off pieces to the exhibition
included Josh Goot, Ellery, Tina Kalivas,
Lisa Gorman, camilla and marc along
with stunning archival wool items from
some of Australia’s most established and
globally recognised brands such as Collette
Dinnigan, Akira Isogawa, Willow, Romance
Was Born and Jenny Kee. They were joined
by three of Australia’s most talked about
interiors designers, Sarah King, Emma
Elizabeth and Henry Wilson.
The Wool Modern exhibition will continue
its world tour by travelling to Shanghai in
October with special Chinese commissions.
Australian fashion designer Josh Goot talks to the media at the Wool Modern exhibition.
Woolgrower John Murdoch travelled from Cooma, NSW to visit Wool Modern.
More information: www.woolmodern.com
Josh Goot and Camilla Freeman-Topper of camilla and marc (right) on Channel 7’s Sunrise breakfast show
promoting wool.
8
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June 2012
Beyond the Bale
Wool on show
at the shows
A full house watches the shearing
demonstrations at the Sydney Royal Easter Show.
More than 400 showgoers helped shear 200 sheep.
Sydney Royal
Easter Show
The Woolmark fashion parades returned
to the Sydney Royal Easter Show in 2012,
bridging the gap from farm gate to front
row. Nearly one million visitors attended
the Easter Show this year. Showing daily for
a week during April, the new look runway
presentation delighted people of all ages
and were incorporated with the always
entertaining live shearing demonstration.
The show featured garments from
iconic Australian retailers and designers
including Sportscraft, Sabatini, Farage, M.J.
Bale, EMU Australia, Danielle Chiel, Kookai
and Ellery. The models also paraded
garments from the winners of the 2012
The Australian Wool Fashion Awards.
“The Easter Show is a great
opportunity for AWI to not only connect
with our shareholders, but to also get
the wool message straight out to the
public,” explained AWI’s Chief Strategy
and Marketing Officer Rob Langtry. “It’s
more than just putting on a good show,
we are showing wool’s fashion versatility
with brands that you can actually go out
and buy.”
View a two-minute video about the
Woolmark fashion parades at
www.woolmark.com/easter-show2012
The Australian Wool
Fashion Awards
From cheerleading outfits to flowing
formal ballgowns, bridal wear to casual
menswear, The Australian Wool Fashion
Awards (TAWFA) in 2012 have again been
a testament to the natural fibre’s potential.
Returning to its home in the fine wool
region of New England, the awards parade
was this year held in the gardens of the
historic Palmerston Homestead where
wool creations were sent down the runway
with Deborah Hutton as the Master of
Ceremonies. The 86 entries judged as
finalists came from as far as Perth and
New Zealand. Local school and University
of New England students paraded the
garments throughout the night. 
Long term TAWFA entrant and retired textile teacher
Susan Thompson from Port Macquarie NSW took out
the Supreme Award with this stunning evening gown.
The Secondary School section of TAWFA was inspired
by the television series Glee. This entry is from Armidale
Deborah Hutton was the Master of Ceremonies at this year’s TAWFA awards.
High School student Edith Rose.
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Beyond the Bale
9
Sportscraft & Woolmark
Fast facts
l For nearly 50 years Australian
retailer Sportscraft and the
Woolmark brand have been involved
in a prosperous relationship based
on quality and innovation.
l A recently launched campaign titled ‘a
partnership woven together’ has seen
shopfronts across the country given a
makeover to promote the harmonious
journey these two iconic Australian
brands have had since 1964.
l Sportscraft has embraced the use
of wool since its humble beginnings
and its commitment to quality
continues today, making its woollen
apparel worthy of the Woolmark
stamp of approval.
S
ince its inception in 1964 the
Woolmark brand has been applied to
more than two billion garments across the
world. And one company which recognises
the value of the Woolmark brand is
Australian retailer Sportscraft.
The iconic Australian women’s and
men’s clothing brand has been aligned
with the Woolmark brand for nearly
half a century and have this year created
a new campaign titled ‘a partnership
woven together’.
Sportscraft has embraced the use
of wool since its beginnings and this
commitment to quality continues today.
As part of the campaign, 30
Sportscraft stores and 53 Myer
windows across the country have been
transformed and given a makeover to
showcase Sportscraft’s Winter 2012
campaign and fine Merino wool top
supplied by AWI. A video was also made
by AWI, capturing the creation of the
Myer store windows. View the video on
the Woolmark website at www.woolmark.
com/sportscraft
At the heart of the winter premiumquality wool collection is a timeless
array of classics in this season’s range
of vibrant jewel tones and modern
styles. From knitted sweaters to pure
wool dresses, wool flannel blazers and
men’s overcoats, Sportcraft’s Woolmarkapproved garments are perfect winter
warmers whilst keeping your look cool.
AWI Country Manager for Australia
and New Zealand Stephen Feighan was
delighted with the campaign’s execution
and said Sportscraft’s commitment to
Merino wool and Woolmark Certification
was a true testament to the shared ideals
and values of both these iconic brands.
“Sportscraft has been using the
Woolmark brand since its inception in
1964,” Mr Feighan said. “The relationship
continues to strengthen and epitomises
what Woolmark is all about – recognising
quality and innovation with licensee
partners and retail brands.”
Beyond the Bale readers received
a $30 cash-back voucher in the March
edition as part of this campaign.
The partnership’s presence was also felt
at this year’s Sydney Royal Easter Show,
with both men’s and women’s garments
from Sportcraft’s latest collection on the
runway for the ’Farm to Fashion’ fashion
parades. A pop-up store was also installed
at the show, helping bridge the gap from
farm gate to front row.
Sportscraft general manager Tina Van
Zyl echoes Mr Feighan’s sentiments and
is pleased to be part of such a rich and
fruitful relationship.
“We are thrilled about our ongoing
association with Woolmark and the
significance of this historic partnership to
our brands,” Ms Van Zyl said. “Sportscraft
has been a leader in Australian style since
1914 and quality and heritage are what
our business is built upon.
“The Woolmark brand strengthens
these key pillars and is a perfect fit for
the Sportscraft brand.”
Sportscraft’s Winter collection is
available in Sportscraft stores, selected
Myer stores, David Jones and online at
www.sportscraft.com.au. 
More information:
www.sportscraft.com.au
As part of the
campaign, 30
Sportscraft stores
and 53 Myer
windows across the
country have been
transformed and
given a makeover
to showcase
Sportscraft’s Winter
2012 campaign.
10
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June 2012
Beyond the Bale
IWTO: Wool in NYC
Fast facts
l
A highlight of the IWTO Congress in
New York was the presentation by
AWI and Women’s Wear Daily of a
fashion and retail report.
l
The report provided insights into
future opportunities in the US
market.
l
An emphasis was placed by retailer
and designer speakers on the
opportunities for wool as a natural
and renewable fibre.
Linda Fargo, Senior Vice President Fashion Office and Store Presentation, Bergdorf Goodman speaks at the
IWTO Congress.
A
cclaimed by delegates as the best
attended and most instructive
International Wool Textile Organisation
(IWTO) Congress in recent years,
woolgrowers and processors from around
the world heard retailers at the leading
edge of New York fashion and lifestyle pay
tribute to wool as a natural and renewable
component of the downstream industry’s
sustainable agenda.
The presentation of the 2012 Fashion
+ Retail Market Report “What’s Working
Now and Why” by AWI and the influential
Women’s Wear Daily (WWD) provided
insight into future market opportunities
for wool in the US. Over 300 delegates
attended the presentation including 100
retailers such as DKNY, Polo Ralph Lauren
and Gap Inc.
Mr Ed Nardoza, Editor-in-Chief of WWD
said: “WWD is proud to host the 2012
Fashion + Retail Market Report along with
The Woolmark Company. We look forward
to sharing United States market insights
into the retail, apparel and media industries
with this powerful global audience.”
Retailers and designers noted that
many consumers with more than average
disposable income were increasingly able
to make an ethical choice, and choose wool
as part of a commitment to environmental
excellence.
As well as presenting at the 2012
Fashion + Retail Market Report event, AWI
also presented at the IWTO Congress on
topics including: studies showing how
people sleep better with wool, the success
of the Campaign for Wool, the Woolmark
Apparel Care program, AWI’s Mothers and
Babies program, and new technology being
used to build the profile of the Woolmark
brand.
Peter Ackroyd, President of IWTO,
commented on the Congress: “It was
pleasing to hear so many upbeat and
optimistic presentations about the return
of wool in floor coverings, furnishings and
fashion. Several keynote speakers at the
Congress underlined the absolute necessity
to embrace social media and networking
to pass on wool’s unrivalled message to
younger consumers.”
Record 11.1 micron Merino wool wins
T
he Loro Piana Challenge Cup has again been awarded to an Australian
woolgrower, having produced the finest wool bale in 2011. The Australian
Highlander Ultrafine Farm in Tumbarumba NSW, owned by Suzanne Triplett, has
won the prestigious award for a second time.
The 11.1 micron bale has set a new record for the finest wool bale ever produced in
Australia.
Every year, Loro Piana engages Australia and New Zealand woolgrowers in the
Challenge, involving a jury formed by the Presidents of the Australian Superfine Wool
Growers’ Association and the Director of the New Zealand Stud Merino Breeders
Society, who are called upon to judge certified bales of wool that must comply with
specific weight, length and strength standards.
The award ceremony took place in New York, where Loro Piana hosted an
exclusive dinner to honour the commitment and professionalism of Australian and
New Zealand woolgrowers, who constantly work to improve Merino wool.
“This award goes to the professionalism, to the skills and the passion so typical of
these farms. Thanks to their constant efforts, the wool industry can count on quality
and fineness, which was unconceivable ten years ago. It is indeed two microns lower
compared to those days,” said Pier Luigi Loro Piana, CEO of the Loro Piana Group.
Woolgrower Suzanne Triplett is congratulated by Pier
Luigi Loro Piana, CEO of the Loro Piana group, during
the award ceremony in New York.
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11
China Luxury
Market Campaign
Fast facts
l AWI’s China Luxury Market
Campaign is targeting affluent
Chinese women.
l At the heart of the campaign is a sixpart documentary titled The Beauty
Mission, in which 10 top Chinese
designers were filmed in Australia
being inspired by the land, the
woolgrowers and the sheep.
l The campaign delivered messages
of provenance, heritage and
craftsmanship to Chinese
consumers, through cross-media,
in-store promotions and a pop-up
store in Shanghai.
T
argeting the modern and affluent
Chinese woman, AWI’s China Luxury
Market Campaign educates consumers
about the premium credentials and
provenance of Australian Merino wool.
The luxury market in China is booming.
It is currently the second-largest luxury
market in the world and is growing at an
annual rate of 18 per cent. The market size
is predicted to surpass the USA by 2015
and embraces a luxury consumer who is
becoming increasingly sophisticated and
focuses on the values of a brand.
Following the success of AWI’s
2010 Gold Woolmark Campaign, which
focused on the market for premium
menswear products in China, the China
Luxury Market Campaign focuses on the
rapidly expanding Chinese women’s wear
segment. Using several media channels
and in-store promotions the campaign
aims to reinforce the premium values of
Australian Merino wool.
At the heart of the campaign was a
documentary series called Beauty Mission,
in which 10 fashion designers from leading
Chinese brands were brought to Australia
to learn about Australian Merino and use its
story to inspire their new creations.
The six-part documentary series
filmed by the China Business Network
(CBN) gave each of the 10 designers a
mission: to create a beautiful woollen
garment for a chosen Chinese celebrity.
Being successful, sophisticated and welleducated, the collections needed to be
of premium quality – a perfect fit for
Australian Merino wool.
The designers came from leading
Chinese brands JNBY, Icicle, Eachway,
White Collar, Zukka and Exception and
were brought on a tour to Australia to
find inspiration for their Merino wool
creations (see the December 2011 edition
of Beyond the Bale). Each of these
participating brands has also made a
commitment to increase their Australian
Merino wool consumption by 5 per cent in
Autumn/Winter 2011/2012 and by 30 per
cent for Autumn/Winter 2012/2013.
The style of the series was fast-paced
and fun, whilst being educational. While
on tour the designers took part in on-farm
duties such as shearing and mustering and
the documentary paid particular attention
to women working on farms. This campaign
allowed for a harmonious relationship to
develop between Australian woolgrowers
and top Chinese designers, presenting the
world’s most prestigious fibre and using it
to tell stories of inspiring women working
on the land.
China Country Manager Xiao-Ya Wei
said the campaign’s target audience
represents wool’s lost consumer.
“We haven’t been able to inspire
women anywhere in the world for 30 years.
In China she is a new breed, therefore
making China a new market,” Ms Wei said.
“The campaign reaches out to the affluent
Chinese woman living in the cities and is
20 to 45 years old. We took an educative
approach to speaking to this consumer,
rather than a hard sell.
“The 10 designers, through their tour of
regional Australia, were able to explore the
concepts of history, provenance, heritage
and craftsmanship and in doing so explore
the substance behind their product.”
Another aspect of the China Luxury
Market Campaign was a pop-up store
constructed in Shanghai’s SOGO
department store, which featured
garments by the 10 designers. The store
was open in the lead-up to Chinese New
Year, which is the country’s prime retails
selling season. Additionally, the product
was driven through 1100 points of sale. 
More information:
www.woolmark.com
A pop-up store was set up in Shanghai’s SOGO department store as part of the China Luxury Market Campaign.
12
off-farm
June 2012
Beyond the Bale
The Wool Lab: trends
Each trend book from The Wool Lab includes images and fabric samples relating to the particular style, and is used to inspire designers and give examples
of what can be achieved.
Fast facts
l A Spring/Summer edition of The
Wool Lab has been showcased to
the apparel trade around the world,
presenting inspiring new wool
trends for lighterweight and fine
Merino fabrics.
l The latest edition was launched in
January at the Pitti Uomo trade
show in Italy and has since been to
all the major trade shows, receiving
accolades from key international
stakeholders.
l The guide has fast become an
important tool within the fashion
industry and the Spring/Summer
edition challenges misconceptions
that wool is only a winter fibre.
I
nspiring new fashion trends, the latest in
textile innovation, combined with seasonal
guides to the best commercially available
wool fabrics and yarns in the world – all in
one place.
Following the success of The Wool
Lab for Autumn/Winter 2012/13, a Spring/
Summer edition was launched at January’s
influential Pitti Uomo trade show in
Florence, Italy and has since been rolled
out across the world.
The latest edition of The Wool Lab
focuses for the first time on the Spring/
Summer season and has been created
to unveil the potential of Merino wool
products in the warmer months; it
challenges the preconceptions that Merino
wool is only a winter and cool weather
fibre. This edition also boasts an innovative
new section devoted entirely to sportswear.
Presenting seven inspiring trends for
Spring/Summer 2013, the edition gained
the appreciation from all fashion and
apparel professionals who attended the
trade show and viewed the guide. Visitors
appreciated the completeness of the guide
which covers formal to casual wear, and
super-feminine trends through to urban
and leisure innovations.
Similar to the Autumn/Winter guide,
the Spring/Summer edition of The Wool
Lab includes swatches, mood boards and
presentations that tell a trend story and
encourage retailers and brands to view and
source wool as a premium fibre. The Wool
Lab, as an asset to AWI, further enforces
the perception of the company as an
international authority on Merino wool.
AWI Country Manager for Italy Lisa
Lisanti said visitors to Pitti Uomo praised
off-farm
June 2012
Beyond the Bale
13
for spring and summer
the creativity of The Wool Lab, its innovative
and suggestive layout, the inspiring mood
boards as well as the craftsmanship-inspired
touch of the trend books.
“The guide has fast become an
important tool for the fashion industry,
including brands, retailers, manufacturers,
spinners, weavers and the media, offering
a collective vision of the ultimate in wool
trends,” Ms Lisanti said.
“The Wool Lab is the result of
intensive research, aiming to explore
the infinite potential of Merino wool and
the enhancement of its natural qualities
through innovative production processes
and imaginative design.
“As the international authority on
Merino wool, it is AWI’s role to inspire
decision makers along the supply chain to
work with wool. There is no greater asset
in our arsenal of tools to achieve this than
The Wool Lab. The beauty of this tool is
that it is both an educative guide to inspire
designers and buyers to work with wool
and, simultaneously, a commercial tool
which enables them to buy more wool.”
At Pitti Uomo more than 300 people
visited the AWI stand to discover The Wool
Lab. Among them were the most important
names of the textile community along
with the top fashion and apparel brands,
including Ermengildo Zegna, Giorgio
Armani, Hugo Boss, Max Mara, UK Fashion
and Textile Association and Zegna Baruffa.
Following on from the success of the
Autumn/Winter 2012/13 iPad app for The
Wool Lab, an app for the Spring/Summer
collection is currently in the final stages of
development. To be available via iTunes,
The Wool Lab Spring/Summer 2013 iPad
app provides a snapshot of the real Wool
Lab by providing an introduction of The
Wool Lab along with explanations and
illustrations of the seven inspiring trends.
best fabrics and yarns in wool, The Wool
Lab shows the potential of Merino wool and
unveils its incredible fineness, softness and
lightness – features which make wool the
most comfortable choice even during the
warmer seasons.
The timing of the Spring/Summer
edition’s launch, particularly its inclusion
of a sportswear section, married well with
the showcasing by AWI at the ISPO trade
show in Germany. ISPO, the world’s biggest
outdoor and sports apparel trade fair, opened
its doors to more than 80,000 visitors and
showcased more Merino products than it had
in previous years. 
The
Wool Lab
Spring/
Summer
2013 trends
The seven inspiring trends for The
Wool Lab Spring/Summer 2013 are:
lC
ool
More information: www.woolmark.com
l
l
l
l
l
The Wool Lab: Sport
In addition to the seasonal trends, The
Wool Lab – for the first time – presented a
section dedicated entirely to sportswear,
emphasising the fibre’s benefits and unique
technical performances as well as negating
misconceptions that wool is prickly when
worn next to skin.
Merino wool has positioned itself as
the leading natural fibre in the sportswear
sector. Through a selection of the world’s
l
The inaugural edition of The Wool Lab Spring/
Summer 2013 presents seven inspiring trends geared
towards the warmer months, highlighting that Merino
is more than a cool climate fibre.
Wool: Incorporating
two themes of La Dolce Vita and
Newport. This trend sees a return
to elegance with a collection of
the finest and most precious wool
which can be worn throughout
spring and summer, ensuring
elegance all year round, not just in
the winter months.
P
op: This sees the emerging
trend of coming back to colours
and uses the intense tones, the
bold mixes and the irony of the
American Pop Art.
P
ure: Pure is a celebration of
the green potential of Merino
wool and uses wool products
with no artificial dyes or chemical
treatments.
Saint Tropez: This theme uses
an atmosphere inspired by the
mood of the French Côte d’Azur –
sensual and light-hearted, perfectly
embodied by Brigitte Bardot.
Tribes: Declaring a revamp of
street style, Tribes unveils the
rebellious side of wool in two
moods: rockabilly and street.
Limited Edition: This trend is
focused of the excellence of the
world’s wool production, using a
collection of the most exclusive
and finest fabrics and yarns, with a
micron range from 11 to 15.
T
he Wool Lab Sport:
Dedicated purely to active
sportswear, this theme is split
into two themes: Sport Style and
Performance.
14
off-farm
June 2012
Beyond the Bale
International
Woolmark Prize
Model wearing
the design of
Qiu Hao that
won the 2008
Woolmark Prize.
Fast facts
l AWI has launched a new global
fashion award: the International
Woolmark Prize.
l Vogue is the global media partner of
the awards.
l An important element of this prize is
the commercialisation of Australian
Merino wool products in each of the
key regions of Europe, Australia,
India, China and the USA.
A
WI has launched the new International
Woolmark Prize which is a global
fashion design award to identify the world’s
foremost emerging designers and highlight
the diverse interpretations of Merino wool
within their collections.
The initiative crosses borders and
cultures by recognising outstanding new
talent from emerging and established
fashion hotspots around the globe. The
competition will be held in the five key
fashion and retail regions of Europe,
Australia, India, China and the USA.
The International
Woolmark Prize is in
keeping with AWI’s long
tradition of supporting
individual excellence
in design, and aims to
highlight the beauty of
the Merino wool fibre at
the hands of the world’s
fashion artisans.
AWI CEO Stuart
McCullough said
the award will increase
the Woolmark brand’s
credibility within the
international fashion
community.
“This is an award for
the new generation of
designers, shifting the
focus from glamour to
true talent, which perfectly
complements Merino wool’s
credentials as a quality,
natural fibre with integrity.
“Merino wool’s unique
qualities excite these
visionaries. They value its versatility,
superior handle and drape, ease of styling,
colour capability, elasticity and next-toskin comfort.”
Vogue is the global media partner of
the International Woolmark Prize, which
also involves the world’s most important
buyers, retailers and fashion councils.
“An important element of this prize
is the commercialisation of Australian
Merino wool products within leading
boutiques in each of the key regions,” Mr
McCullough emphasised.
Fifty seven emerging designers have
been nominated for the prize by the
regional fashion bodies enrolled in the
nomination process. The nominees form
an exclusive global network of the world’s
most talented and sought after designers.
The Australian nominees are: Dion Lee,
Romance Was Born, ELLERY, Christopher
Esber, Magdelena Velevska, Carl Kapp and
Song for the Mute.
Regional awards will be held next month.
The regional judging panels consist of the
leading figures from the fashion world and
AWI representatives in each region.
l Australia: Edwina McCann (Editorin-chief, Vogue Australia), Simon Lock
(founder of Australian Fashion Week),
Richard Nicholl (designer), Malcolm
Carfrae (Calvin Klein)
l Europe: Alexandra Shulman
(Editor, Vogue UK), Christiane Arp
(Editor, Vogue Germany), Giles Deacon
(designer), Tim Blanks (Editor-at-large
for Style.com), Dean and Dan Caten
(DSQUARED2)
l USA: Narcisco Rodriguez
(designer), Sally Singer (New York
Times Magazine) Malcolm Carfrae
(Calvin Klein), Steven Kolb (President,
Council of Fashion Designers of
America), Linda Fargo (Bergdorf
Goodman luxury department store)
l China: Angelica Cheung (Editor,
Vogue China), Andrew Keith
(President, Joyce fashion retailer), Du
Juan (model), Xiang Jing (artist), Uma
Wang (designer)
l India: Priya Tanna (Editor, Vogue
India), Sunil Sethi (President, Fashion
Design Council of India), Simon Lock
(founder of Australian Fashion Week)
The winner of the international final, to be
held in London in February 2013, will receive
financial support to assist their next fashion
show. In addition, the international winner will
have their collection commercialised through
a series of international retailers associated
with the project including Harvey Nichols in
the UK, Joyce in China, Eickoff in Germany,
Bergdorf Goodman in the USA and David
Jones in Sydney.
Some of the more recent design awards
and programs supported by the Australian
wool industry include the Protégé program
in 2007 which aligned some of the world’s
most established designers such as Karl
Lagerfeld and Donatella Versace with
young protégés of their choice; and most
recently, the Woolmark Prize held in 2008,
which revived the original International
Wool Secretariat fashion design awards
from 1954 at which two young, then
unknown but now world famous, women’s
wear designers, Karl Lagerfeld and Yves
Saint Laurent, won awards. 
More information: www.woolmarkprize.com
off-farm
June 2012
Beyond the Bale
15
Vivienne Westwood partnership
Fast facts
l Iconic British fashion designer
and namesake brand, Vivienne
Westwood, has forged a historic
partnership with AWI.
l The partnership’s launch point was
at the Vivienne Westwood Gold
Label show at Paris Fashion Week,
showcasing her 2012/13 Autumn/
Winter collection.
l Vivienne Westwood believes wool’s
versatility and comfort make it one
of the world’s greatest natural fibres
and make her a perfect ambassador
for AWI.
Vivienne Westwood on
the catwalk at this year’s
Paris Fashion Week.
“W
ool is one of the world’s greatest
natural fibres, famous for its
versatility and comfort – warm in winter,
cool in summer, it is incredibly versatile.”
That’s the sentiment from worldrenowned fashion designer Vivienne
Westwood, whose design record spans
more than 40 years and who along with
her brand is recognised as one of the
world’s most influential fashion designers,
with clothes and products sold and loved
in more than 80 countries.
In a historic partnership with AWI,
Vivienne Westwood celebrated the finest
Australian Merino wool in knitted and
woven garments at her Gold Label show
for Paris Fashion Week held in March.
Showcasing the latest Autumn/Winter
collection for 2012/13, highlights included
100 per cent Merino wool jersey ‘intimo’
button down one pieces tailored to the
body and pleated-style fine knit skirts in
autumnal shades.
Ms Westwood is renowned for using
different forms of wool and noble fibres
in her collections and has always been
an avid supporter for the use of wool in
fashion, something which stemmed from
her childhood.
“Wool is unique, so modern but so
rich in history – luxurious but functional,”
Ms Westwood said. “After the War, there
was nothing but wool, so everything, even
wedding dresses, was made from it. I
remember my mother sitting up with a pair
of huge knitting needles, furiously working
away, and in the morning there’d be a new
pair of mittens for me.
“When I began as a fashion designer
well over 30 years ago I succeeded in
re-introducing into fashion the idea of fine
knitwear, the English twinset. Everybody
loves this fine knitwear. It’s so light, so
comfortable. You can add more than one
layer and it looks great.”
AWI CEO Stuart McCullough said the
partnership forged between AWI and
Vivienne Westwood was exciting, with the
runways of Paris the perfect starting point
for this relationship to blossom.
“We are delighted to have one of the
world’s most influential and important
designers of our time, Vivienne Westwood,
showcasing Merino wool at its finest,”
Mr McCullough said. “Merino wool is
a beautiful, natural fibre and Vivienne
Westwood with all her creative talents is
able to highlight wool’s modernity and
relevance in high-end fashion.” 
More information:
www.viviennewestwood.co.uk
Collette Dinnigan
I
conic Australian fashion designer
Collette Dinnigan was the only
Australian label to show on the
prestigious official Paris Fashion
Week schedule, and in doing so she
took Australian Merino wool to the
pinnacle of the fashion world.
The fashion show also marked
the beginning of an exciting new
partnership between Collette Dinnigan
and AWI, with the designer set to
continue highlighting wool in her
collections.
“I love wool,” explained Ms
Dinnigan. “It was during one of the
Woolmark events that we began
discussing the idea of a partnership as
I have a strong affiliation with wool. I
use it throughout my collection, from
underwear, to tailoring and coats.
In my new collection I’ve sculpted
dresses from wool jersey, mixed wool
and lace together, combined wool
and cashmere for a coat with strips
of sequins as an accent. There’s also a
relaxed tuxedo pant which is a more
traditional usage for wool.” 
More information:
www.collettedinnigan.com
16
off-farm
June 2012
Beyond the Bale
Licensees examine facilities
Fast facts
l Delegates from nine Woolmark
licensees in Hong Kong and South
China have toured a labeling factory
and a product testing laboratory to
gain an appreciation of the some
of the benefits of the Woolmark
licensing program.
l Woolmark labels and tickets provide
an independent quality endorsement
of licensees’ products, thereby
providing them with differentiation
within the marketplace.
l Woolmark specifications and
standards are set at a high level to
maximise consumer satisfaction.
W
oolmark licensees in Hong Kong
and South China recently had the
opportunity to experience a behind the
scenes tour of two facilities integral to
AWI’s Woolmark licensee activities.
In April, 22 delegates from nine
companies visited SML, AWI’s Woolmark
ticket and label supplier, and GTT-Guangzhou
Fibre Product Testing Institute, an AWIauthorised testing laboratory. The visit, led by
staff from AWI’s Hong Kong office provided a
hands-on experience of the added value that
Woolmark licences provide.
The group observed the production
of Woolmark tickets and labels, which are
used on product to signify compliance
with Woolmark testing standards. SML, a
global apparel branding and packaging
company, has produced the labels since
2010 when an overhaul of the Woolmark
ticket and labeling system was carried
out to provide a fresh design, new colour
palette and eco-friendly paper stock,
plus added security and a more efficient
ordering process. All tickets and labels
align with the AWI brand and comply with
labeling laws internationally.
The Woolmark tickets use state-ofthe-art ‘hidden image’ technology to
ensure authenticity. “When a special
plastic credit-card-size reader is laid
over an authentic swing ticket, it allows
a hidden image to become visible,”
says Kirsten Berg, AWI’s Acting General
Manager, Global Business Development.
“This technology provides consumers
and licensees alike with peace of mind
regarding the authenticity of Woolmark
branded product.”
AWI carries out an ongoing program
of monitoring authenticity with a number
of ‘readers’ issued to AWI staff, business
partners and other regulators to carry out
checks globally.
GTT is one of a number of laboratories
globally which test wool product against
Woolmark specifications, to enable the
product to carry the Woolmark logo.
The standards are set at a high level
to maximise consumer satisfaction, in
turn reducing the risk of product being
returned. The visit to GTT allowed the
delegates to experience the testing process
with which their product must comply.
While visiting the laboratory, the delegates
were given a presentation by GTT and AWI
staff to explain the process in detail.
Product testing and Woolmark tickets
and labels are just two of a range of services
available to Woolmark licensees aimed at
adding value to their business. Additional
benefits include: marketing support,
introductions to suitable supply chain
partners and product development initiatives.
The licensees involved in the visit were:
Nameson Group, South Ocean Group,
Crystal Group, Mintilex Knitting Ltd., Laws
Group, Milo’s Group, South Pacific Knitting
Ltd., Dong Guan Ye Ji Industrial Co. Ltd. and
Come Base Knitting Ltd.
Delegates said they were very
interested in the Woolmark label and
ticket manufacturing process and the
laboratory testing.
“This was a good opportunity for us to
understand the actual production process
of the Woolmark labels and tickets at SML,”
said Mr Kim Choy, the manager of Mintilex
Knitters Ltd.
“The factory and laboratory visits
are helpful and informative for our
merchandising team. Certainly I would
recommend my colleagues to join this kind of
delegation from Woolmark in the future,” said
Mr Ernest Lee, the manager of Laws Group.
More information: www.woolmark.com
A group of Woolmark licensees watching the label finishing process at SML, Hong Kong.
A Woolmark label.
off-farm
June 2012
Beyond the Bale
17
Wool gets
digitally
remastered
Fast facts
l AWI has launched a new website
Woolmark.com to inspire companies
along the textile production chain to
choose wool in the manufacture of
their products.
l The new website provides an
authoritative source of wool-related
information for Woolmark licensees
and other textile businesses.
l A common landing page at
wool.com has been developed that
points to AWI’s key websites that
target AWI’s three key stakeholder
groups: woolgrowers, the textile
trade and consumers.
A
WI has launched a new website that
provides an authoritative source
of wool-related information for textile
businesses around the world.
The aim of the website is to inspire
companies along the textile production chain
to choose wool, in preference to other fibres,
in the manufacture of their products.
Woolmark.com delivers comprehensive
information from fibre to fashion, for the
whole textile pipeline, including spinners,
weavers, knitters, designers, brands and
retailers. The website provides users with
information at the click of a button from a
source they can trust.
The easy-to-use website offers the latest
information on markets,
trends and innovations
including weekly price
reports and the latest
from the catwalks of
Paris, London and Milan.
Innovations pave the way
forward for the Merino
industry, allowing it to
be a dynamic one that
is forever changing,
reaffirming Merino wool
as versatile, cutting-edge
and a clever, natural
alternative to other fibres.
There is a section
providing comprehensive
information about how
AWI has recently launched a new textile trade-focused website at
to work with wool along
www.woolmark.com which provides Woolmark licensees and the textile
each stage of the production
trade with an authoritative source for all wool-related information.
pipeline, broken down into
topmaking, dyeing and
finishing, knitting, spinning, weaving and
AWI Chief Strategy and Marketing Officer
making up. There are also pages dedicated
Rob Langtry said the launch of
to how the fibre can be used in various
Woolmark.com is an exciting and
market sectors including fashion apparel,
much-needed one.
interior textiles and sportswear. On top of
“Woolmark.com is the third chapter
this there are also articles featuring examples
in our suite of website resources,” Mr
of how individuals and companies are using
Langtry said. “This new website for the
and endorsing woollen products.
textile trade complements our other two
There is a section on the worldwebsites: Wool.com for woolgrowers, and
famous Woolmark brand and information
Merino.com for consumers, each providing
on the Woolmark Licensing Program as
a valuable source of information for their
well as exclusive content for Woolmark
target audiences.
licensees.
“The launch of Woolmark.com is just the
beginning for our online communications to
this important sector in the wool pipeline.
We will be continuing to add more news and
information, ensuring Woolmark.com remains
content-rich and dynamic.”
Mr Langtry also revealed the plan to
launch an online wool sourcing guide via
Woolmark.com.
“The sourcing guide will allow buyers
to have suppliers’ details at their fingertips.
It will list high-quality wool and woolcontaining products for apparel, interior
textiles and floor coverings, with Woolmark
licensees given priority listing.”

A common landing page at wool.com has been developed that points to the three key websites of AWI:
(1) Wool.com for woolgrowers, (2) Woolmark.com for the textile trade, (3) Merino.com for consumers.
More information: www.wool.com
18
off-farm
June 2012
Beyond the Bale
From
sheep
to sleep
Garry Heath from Balliang, Victoria produces a fleece ideal for the bedding and interior market.
Fast facts
l In an all-Australian production pipeline
Zenger Australia produces Woolmarkapproved woollen bedding.
l The fibre is grown on properties in
Australia before making its way to
the EP Robinson processing plant
in Geelong.
l The Zenger Australia factory in
Sydney prides itself on quality
and produces woollen bedding
products under the Golden
Sovereign brand.
A
n all-Australian cast plays its part in
producing the sheep to sleep story for
Woolmark licensee Zenger Australia, with
the entire production process taking part on
Aussie soil.
This is not the latest blockbuster to hit
our big screen, but rather tells the story
of the production pipeline involved in
producing Zenger bedding products.
The interior textiles sector – including
bedding, carpets and furnishing –
supports woolgrowers whose clip is of a
broader micron.
Before the Woolmark-approved Zenger
Australia bedding products, under the
Golden Sovereign brand, arrive in shops
to be sold to consumers, the woollen fibre
undergoes a journey that begins on the
sheep’s back.
One of the properties that has
produced wool used in Zenger bedding
products is Garry and Pam Heath’s
property ‘Heathcote’ in Balliang, Victoria.
A fifth-generation farmer, Mr Heath knows
the land and knows how to produce a
dense fleece ideal for the bedding and
interior market.
“There are certain properties which
make for good wool in bedding,” Mr
Heath told AWI for a promotional video
being made for Zenger Australia. “For the
bedding and interiors market we like a
nice, white wool which is not too long. We
also produce a prime lamb that makes for
good market skin value.”
A true testament to the benefits of
woollen bedding, Mr Heath is still nimble
despite enduring back-breaking work all
his life.
“I shear our own sheep and in the
past couple of years have just given up
shearing for many of the local farmers. I
have been shearing since I was 18 years
old, but my back’s still quite good,” he
said, admitting he is not yet reading to
hang up his clippers.
The Heath’s clip, once shorn, is baled
and continues its journey, with its next
stop being the EP Robinson processing
plant in Geelong.
Operated for more than 30 years, the
scouring and carbonising plant is a true
“For the
bedding and
interiors
market we
like a nice,
white wool
which is not
too long”
Garry Heath,
WOOLGROWER
off-farm
June 2012
Beyond the Bale
EP Robinson processing
plant in Geelong that
provides wool to bedding
manufacturer and Woolmark
licensee Zenger Australia.
More information: View the video at
www.woolmark.com/zenger
100% Australian Pure Wool
Premium Pure Wool Quilt
Diamond Collection
RE
PU
TTON
CO
R
R
Jim Robinson, owner of the
sources all its wool from the local market.
So high is the quality which surrounds
Zenger that it is licensed to use the
Woolmark stamp of approval on its
products, so consumers know they are
buying 100 per cent woollen products.
And this quality assurance provides
consumers with peace of mind that lets
their dreams begin.

COVE
survivor after so many mills have closed
and then send it off to the specifications
down and moved off-shore. It remains
of clients.”
an independent mill, with owner Jim
One such client is Zenger Australia,
Robinson believing
with its factory
it is important
located in Sydney.
for processing to
It is here where the
“Here at Zenger
remain in Australia
transformation from
each and every
– not only for biowoollen fibres to
employee prides
security reasons
quilts and pillows and
themselves on
but also to continue
underlays takes place.
quality, which
the legacy and
Established in 1996
is why not
patriotism of the
Zenger is one of the
only the finest
quality materials
entire wool
largest wool bedding
are used but
production pipeline.
product manufacturers
quality is at
“At one stage
in Australia,
the forefront
there were four
with company
of all business
wool processors
representative Andy
decisions”
in town; we’re the
Chan saying that
Andy Chan,
last but the future
quality lays at the
ZENGER
looks good for
forefront of production.
us,” Mr Robinson
“Here at Zenger
said. “As long as
each and every
investment continues into the business
employee prides themselves on quality,
we can compete with off-shore plants
which is why not only the finest quality
and continue producing a reliable supply
materials are used but quality is at
of wool.
the forefront of all business decisions,
“Since we started operating in 1980
ensuring a finished product of the highest
we generally have 45 employees on
possible standard,” Mr Chan said.
board, with the mill running 24/7 in peak
And with Australia being the world
season from November to April. It’s good,
leader in producing the finest quality
honest work and we see the wool come in wool, it is no wonder Zenger Australia
19
Promotional collateral for Zenger’s
Golden Sovereign 100 per cent
Australian wool quilts.
20
off-farm
June 2012
Beyond the Bale
Grazed on greatness
Australian Test cricketer
Shane Watson and
an Australian Merino
featured on advertising
from Woolmark licensee
M.J. Bale’s Grazed on
Greatness campaign.
“We’re proud
of Grazed on
Greatness not only
for supporting the
Australian cricket
team, but because
we feel it will
capture people’s
imaginations
and prove what
we wear is more
than just about
function; what we
wear can make us
feel good.”
Matt Jensen, M.J. BALE
Fast facts
l Official tailor to the Australian
cricket team M.J. Bale has created
unique suits made from pure Merino
wool shorn from sheep which
grazed on grass from the Sydney
Cricket Ground.
l A sod of turf from the SCG was
transplanted to an Armidale property,
where superfine woolgrower Bill
Mitchell grew a paddock from this
grass and fed it to his Merino sheep.
l M.J. Bale is a Woolmark licensee and
has a strong relationship with the
Australian Merino wool industry, handselecting exclusive fleeces and turning
them into high-quality men’s suiting.
G
razed on greatness, threaded with
victory and worn with the utmost pride
– Australian Merino sheep are helping the
Australian cricket team continue to look and
feel great across the world.
And it all started with a patch of hallowed
turf from the Sydney Cricket Ground.
Official tailor to the Australian cricket
team M.J. Bale has created unique suiting
made from pure Merino wool, from a
unique flock of sheep. The sheep have been
grazing on grass which has witnessed more
Australian cricketing successes than any
other patch of grass on the planet.
The creative team behind this idea
isn’t spinning a yarn, and to help share the
story of the relationship between M.J. Bale
and the Australian cricket team a short
documentary titled Grazed on Greatness
has been made. It stars Australian cricketer
Shane Watson and veterans Michael Slater
and Dougie Walters along with superfine
Merino woolgrower Bill Mitchell.
Last year turf samples were taken from
the SCG, with specific instructions from the
ground’s head curator Tom Parker on how
to regrow it.
“We took a plug of turf out of the
surface of the SCG, and what we do
with that grass is called vegetative
propagation,” Mr Parker said. “You start
with an area of around ten square metres,
plant those pieces of grass in there and
then as they get bigger plant some more
and then some more.
“There’s really no limit as to how much
grass you can grow out of that piece of
turf if you look after it correctly and put the
time in to it.”
And off to NSW’s north-west the grass
off-farm
June 2012
Beyond the Bale
travelled, to Bill Mitchell’s Armidale property.
“I was given specific instructions
how to plant it in one corner and expand
it out across the paddock to get it to
grazing stage,” the superfine woolgrower
explained, who admitted he was a “little
sceptical” during the initial planning stages
of the scheme.
“We all know good grass grows good
wool, but we didn’t really think grass from
the SCG could be that much better and
make enough suits for the whole Australian
cricket team,” Mr Mitchell said.
Australian Test cricketer Shane Watson
swapped his baggy green to don the
first superfine Merino wool suit threaded
with victory. Having played 32 Tests
representing his country, Watson said he
felt like a winner the moment he slipped
into the maiden suit to come out from this
partnership and wrap himself in history.
“It’s a very special feeling because you
know where the wool has come from,”
Watson said. “High performance sheep,
high performance suits ... this is the first suit
threaded with victory, I feel like a winner.”
Creating custom-made pure wool
suits for the Australian cricket team along
with other high-profile and celebrity
personalities, M.J. Bale embraces principles
of character, provenance and authenticity
and respects the supply chain from where
the world’s finest raw material come
from. Based in Sydney, the tailor’s supply
chain begins in the paddocks of regional
Australia and stretches to the centuries-old
textile mills of Northern Italy and sartorial
workshops of Japan.
M.J. Bale founder Matt Jensen said all
suits created were made from the highest
quality materials and mixed with an
obsession for functional design, comfort
and fit.
“This means each of our garments is
engineered to perform,” Mr Jensen said.
“Likewise we’re hoping our new wool suits
threaded with victory help the Australian
cricket team’s performance.
“We’re proud of Grazed on Greatness
not only for supporting the Australian cricket
team, but because we feel it will capture
people’s imaginations and prove what we
wear is more than just about function; what
we wear can make us feel good.”
M.J. Bale is a Woolmark licensee and is a
proud supporter of the Campaign for Wool,
a campaign spearheaded by HRH the Prince
of Wales and one which endeavours to tell
the story of wool right across the world. 
More information: View a 3-minute video
about the campaign at www.mjbale.com
21
The Bale Trail
A
ustralian retailer M.J. Bale
places great importance
on provenance, authenticity and
integrity of high-quality raw materials
and these qualities run deep through
the heart of their business.
The Bale Trail is the story of the
provenance of M.J. Bale’s suiting
garments, from the paddocks of the
New England region in Australia,
through the famed fabric mills
of Biella, Italy, to their sartorial
workshops in Japan, and finally to
the M.J. Bale stores.
This global supply chain model
allows M.J. Bale to create beautiful
wool garments of functional design,
comfort, performance and fit.
To celebrate this process and
to educate consumers as to the
importance of provenance, M.J. Bale
has created, with support from AWI,
three films that document the Bale Trail
from New England to Italy to Japan. 
More information:
View the Bale Trail films at
www.mjbale.com
1.
Australia – wool production
2.
4.
Italy – fabric manufacture
3.
Japan – garment manufacture
M.J. Bale stores – retail
22
selling more wool
on-farm
LTEM helps
deliver 110%
weaning
Fast facts
l S
taff from Nareen station in western
Victoria have all completed the
Lifetime Ewe Management (LTEM)
course.
l Nareen station achieved a 110 per
cent weaning rate across the flock of
20,000 Merino ewes last year.
l Irrespective of whether seasonal
conditions are good or bad, the
management aims regarding
condition scores stay the same.
B
oth the business and human benefits
of Lifetime Ewe Management (LTEM)
training are clear to see at Nareen station in
western Victoria.
Inside a busy shearing shed all the talk
is about high fleece weights and staple
strength while outside the team discuss
how sheep are coming off shears.
Aided by one of the best seasons in
living memory, the Nareen team achieved a
110 per cent weaning rate across the flock
of 20,000 Merino ewes last year. This was
achieved by monitoring and matching the
protein and energy requirements of animals
with the feed on offer in the paddock.
Station manager Grant Little said the
result was helped by a great season but
also coincided with staff finishing some
3-4 years of valuable training across the
two far western Victorian properties:
Nareen and Barrama.
While there has been an increase
in supplementary feeding since the
course was undertaken, it had yielded a
very healthy return with gross margins
increasing significantly across the flock and
ewe mortality almost halving.
“Everyone has completed the Lifetime
Ewe Management course and it has made
such a difference as everyone is now on the
same page, knowing what to look out for,
what to manage for. It all came together
perfectly last year which was great,” Mr
Little said.
LTEM is a two year course delivered on
farm that teaches how to best match the
physiological needs of the ewe with the
June 2010
2012
September
Beyond
Beyond the
the Bale
Bale
Barrama/Nareen comparison:
before and after LTEM
•18,000 ewes increased to 20,000 ewes
•Lambs marked to ewes joined lifted from
81 per cent to 107 per cent aided by good
seasons
•Reduced ewe mortality from 4.5 per cent
to 2.3 per cent
•Increased supplementary feeding from
15kg/hd to 32kg/hd
•Gross margin per head lifted significantly.
pasture on offer and supplementary feeding
when required. The course was delivered
through Rural Industries Skill Training with
Darren Gordon as the facilitator.
While sheep were on green feed from
early January right through the dream
season of 2011, this year is a stark contrast
with little to no feed in paddocks in late
April and supplementary feeding of sheep
a major priority. Adult ewes are receiving
three kilograms or more of grain a week.
While the two production seasons are
entirely different, the management aims
stay exactly the same according to
Mr Little.
“We’ve taken the seasonal variation
right out of the equation. We’ve been
condition scoring ewes since just after
Christmas and those lighter ewes and
the twin bearing ewes from last year
have all had preferential treatment to get
back into condition. We had another look
through the flock in early February and
once things settle down after shearing
we’ll take another look as we take the
rams out.”
The Nareen-Barrama team: Shayne Neylon, Michael Lane, Lawrie Neylon, Kelvin Crutch, Charlie Gailbraith, Asta Vickery, Josie Webb, Grant Little.
June 2012
Beyond the Bale
Flocks are run in mobs according to
condition score and can therefore be
managed to ensure ewes are at condition
score three at joining and so they don’t
drop below score 2.7 through pregnancy.
Through this, the team aims to have a
scanning rate of 125-130% lambs in utero in
coming weeks.
The next training focus at Nareen is
the High Performance Weaner course
which naturally aims to assist with one of
the most notoriously difficult sheep on a
Merino property.
“Previously we looked at sheep and
thought they looked to be doing well
but by getting your hands on the sheep
and objectively assessing them we know
exactly how they are travelling and what
they might need. For ewe weaners that
means getting to that critical weight of at
least 45 kilograms and ready for joining.”
Asta Vickery said group learning on
farm was perfect.
“You can’t remember everything and
if someone missed something someone
else was there to help. Doing the course on
selling more
on-farm
wool
farm meant the environment was really
relaxed and kept it practical, it also had
to fit in with the workings of the station,”
she said.
“During our next training we will
weigh some weaners, check their growth
rate and assess their energy and protein
requirements with what we are feeding
out; they certainly aren’t getting much
from the pasture at the moment.”
So how do you plan when no-one
23
knows what the crucial next few weeks
hold in terms of rain?
“The plans are changing week by week
at this stage, the amount of grain required
is also changing but we have it all mapped
out according to if and when the rain falls.
The one constant throughout the year is
that the sheep’s nutritional needs are met
and when this happens they deliver for us
and there is no better example than last
year,” Mr Little adds.

Lawrie Neylon feeding out, a common sight in recent months after a tremendous season in 2011.
Lifetime Ewe Management
delivers lifetime benefits
Fast facts
l T
he Lifetime Ewe Management
(LTEM) program enables woolgrowers
to better understand ewe nutrition
and to develop a successful and
productive animal production system.
l LTEM is a nationally accredited, twoyear course, developed and run by RIST
(Rural Industries Skill Training) and
supported by AWI and the Sheep CRC.
l LTEM is delivered in small groups of
up to five farmers under the guidance
of a professional facilitator.
S
ome 1100 sheep producers across
Australia have now joined or
completed the on-farm course that
provides materials and develops skills to
help improve animal nutrition, lambing
percentages and weaning rates.
Overall, participants have lifted the
number of lambs weaned per hectare by
30 per cent, achieved through a 15 per
cent increase in ewe stocking rate, a 50
per cent reduction in ewe mortality and a
15 per cent increase in weaning rates.
Delivered in small groups of up to
five farmers under the guidance of a
professional facilitator, each participant
monitors a mob of their own ewes to
demonstrate the effects of nutrition and
management in their environment.
LTEM is a nationally accredited,
two-year course, developed and run by
RIST (Rural Industries Skill Training) and
supported by AWI and the Sheep CRC.
RIST Lifetime Ewe Management
Program Leader Darren Gordon said the
uptake of the course around Australia was
an endorsement of its value.
“Lifetime Ewe Management is a great
agricultural learning success story,” Mr
Gordon said. “Backed by the Lifetime Wool
research conducted some years ago, it has
developed into a very practical and highly
effective course.”
LTEM is structured to maximise the
retention of knowledge, development of
skills and practice change across a number
of key areas, including:
l Weaning and preparing ewes for next year’s joining
l Setting up for joining: when and what
to feed ewes to optimise ewe condition
l Linking ewe condition at joining with
lambing potential
l Mid-pregnancy: managing nutrition
for single and twin lamb survival
l Late pregnancy: optimising lamb
survival and the future wool production
of progeny
l Economic analysis of different
feeding strategies.
LTEM producer data for 2009-2011
showed the average participant runs
5000 ewes (range 150–80,000 ewes). 1100
producers with 5000 ewes equates to a
total of 5.5 million ewes. With 37 million
ewes to be joined in 2012 according to
forecast data, this represents 15 per cent of
the national flock. 
More information: To set up a LTEM group
in your local area or to join a group contact
RIST at www.rist.com.au or phone
(03) 5573 0956.
View a video about LTEM at
www.wool.com/LTEM
24
selling more wool
on-farm
LTEM:
learning from
other growers
Peter Andre from Penola, South Australia, says the Lifetime Ewe Management (LTEM) course has
exceeded his expectations.
Fast facts
l Peter Andre from Penola, South
Australia, who is enrolled in a Lifetime
Ewe Management (LTEM) course,
says he has learnt new practices from
other growers in his group.
l The biggest change he has
implemented as a result of doing
LTEM is the monitoring of the ewes
and hoggets, and feeding them
when he wouldn’t have normally
done so.
l Peter also says he is seeing an
improvement in the quality of wool
he is cutting.
L
earning from other growers and a
leading consultant were the key reasons
why Peter Andre from Penola, South
Australia, chose to enrol in a Lifetime Ewe
Management (LTEM) course.
Peter and his father John who run 6000
ewes have been involved in the course for
the past 18 months and Peter says LTEM
has exceeded his expectations.
“It’s certainly value adding to what we
have. By making sure we get the feeding
right, the stock are performing as they were
designed to,” he says.
The group is made up of six producers
from the district. Every two months the
group will meet at Peter’s property in
June 2010
2012
September
Beyond
Beyond the
the Bale
Bale
the morning where they will weigh and
condition score a trial mob of ewes. They
then discuss how the sheep are performing
and what upcoming challenges, such as
lambing or weaning, need to be taken
into consideration when determining their
feed requirements. After this, the group
slowly makes it way around the five other
producers’ properties where they repeat
the process – before wrapping up with a
beer at the last farm!
While there is useful information to be
learnt from the LTEM course material, Peter
says he also gets ideas from the other
producers who are in the group.
“John Kidman from our group was
feeding his weaners barley and he said no
matter what happened with the feed in
the paddock, it gave him control, so if the
quality of the paddock feed dropped off,
he could feed them with barley to provide
energy and protein,” Peter says.
“We’d never fully been in control like
that; we’d tried moving the sheep around
to better paddocks and sometimes we just
had to put up with what the paddock feed
was doing.
“It takes about four or five goes at
feeding barley to get most of the weaners
onto it and then you’re right; so when you
wean, you can feed them a bit of barley
and not let them have that set back in
condition. We started feeding our weaners
barley in December and gave us an extra
0.9kg wool/head at the same age, so now
we don’t have a tail in the weaners and
we’ve got control."
Peter says the biggest change he and
John have implemented as a result of
doing LTEM is the monitoring of the ewes
and hoggets, and feeding them when they
wouldn’t have normally have done so.
“We would have let the ewes slip
down a condition score at weaning,
but we’ve found the easiest thing is to
maintain them at a condition score the
whole way through.
“When we started LTEM last year we
had a very good season and people had
a lot of trouble with over-fat ewes, but we
kept an eye on ours and that led to a very
good lambing with good conception rates.”
While Peter and John have always
scanned and split the singles and twiners
they still had some lamb mortality when
it came to weaning due to difficulties in
matching feed availability with rumen
development. But now, lamb mortality is
greatly reduced.
“Now we wouldn’t lose one per cent.
Our lamb marking tallies are nearly exactly
the same as weaning. Now that we’re
selling more
on-farm
wool
June 2012
Beyond the Bale
weaning at the right age, we haven’t got
that variation, so we don’t have those odd
ones that are a bit too young. We hardly
lose a lamb between marking and weaning
– it is working exceptionally well,” he says.
As a result of LTEM, Peter says he is
also seeing an improvement in the quality
of wool he is cutting which is coming
through in his bottom line.
“The weaners are a lot more even and
condition–wise, the ewes are a lot more
even through the flock plus the wool
length and tensile strength are a lot
more consistent.”
Peter recommends growers consider
going through a LTEM course, adding that
the course provides a lot of other practical
knowledge.
“You might think it is only about the
nutrition of ewes, but there’s information
on pastures, fertilisers, animal health and
wool growth. The facilitator has the ability
to teach and keep the group moving as
well as having a good general knowledge.
“As a group we have enjoyed picking
the brain of our facilitator, Colin Trengove,
on different things.
“But you’ve got to have a group with
people who are keen to try different
things,” he adds.

Fast facts
l Tara Hawkins from near the South
Australia/Victoria border has
been involved in Lifetime Ewe
Management (LTEM) for the past
two years after hearing positive
feedback from other course
participants.
l Tara says the practical side of LTEM
is a real strength of the course.
l Tara’s long-term goals at the family
farm include continuing to increase
lambing percentages and wool cuts.
S
he is young, passionate about
agriculture and sees a bright future in
the wool industry.
Tara Hawkins is a fourth generation
farmer from Neuarpurr near the South
Australia/Victoria border and has been
involved in Lifetime Ewe Management
(LTEM) for the past two years after
hearing positive feedback from other
course participants.
Tara, who attended Marcus Oldham,
says the practical side of LTEM is a real
strength of the course.
“You get to go into some depth
because you’re actually physically out there
25
LTEM:
practical
learning
Tara Hawkins from near the South Australia/Victoria border, says the practical side of Lifetime Ewe
Management (LTEM) is a real strength of the course.
on the farm doing it, which is good, so
instead of just focusing on theory you can
do the practical side,” she says.
Like other participants involved in
LTEM, Tara says implementing LTEM
principles results in more lambs on the
ground, but the Hawkins are keen to push
their system further.
“We are looking to increase our lambing
numbers by trying different things like
lambing three times in two years and
maybe even trying shearing twice a year.
“Our farm is pretty diverse; we have
irrigated Lucerne which allows us to aim for
three lambs in two years.
“The irrigation is a really good tool
for us as normally this time of year (late
summer) there isn’t much feed around.”
Having a more reliable feed base
has seen the Hawkins increase their ewe
numbers to take advantage of the strong
commodity prices.
Tara says they forward sold some of
their wool last year to secure the high
prices in following years.
“Last year we locked in the price
for a considerable amount of wool to
guarantee getting that price. It’s been a
good budgeting tool, so we will probably
continue to do that.
“We might not get the big prices but at
least you know what you’ve got if the wool
market does go down.”
While Tara still has another year to go
in her LTEM group, she has some longterm goals including continuing to increase
lambing percentages and wool cuts.
“I’m very fortunate to have the
opportunity to come back on the family
farm. Dad and grandpa built it up, and I
want to continue by improving productivity
and keeping it sustainable.
“We don’t need to make massive
changes; it is just about increasing what
we have and making it so everyone enjoys
coming to work.”

26
selling more wool
on-farm
June 2010
2012
September
Beyond
Beyond the
the Bale
Bale
Time is right for
TIMERITE®
Fast facts
l The TIMERITE® package provides
a reliable and effective option for
control of redlegged earth mites
(RLEM) in Australian pastures.
l The RLEM is a major pest of pasture
legumes in the winter rainfall regions
of southern Australia.
l You can obtain your optimal spray date
by using the tool on the TIMERITE®
website www.timerite.com.au or by
phoning the AWI Helpline.
N
ow is the time of year for farmers to
find out the optimal date in spring for
controlling redlegged earth mites (RLEM)
in their pastures.
RLEM is a major pest of pasture
legumes in the winter rainfall regions of
southern Australia. They are small mites (1
mm long) with black bodies and red legs
that spend most of their time on the soil
surface, moving up onto plants to feed.
Mite feeding can result in production
losses through all stages of annual legume
growth in pastures and crops.
Mites are often abundant in pastures
and it has been calculated that 12,000
mites/m2 use as much energy as one dry
sheep equivalent per hectare (one DSE/
ha). Mite densities well in excess of 12,000/
m2 are frequently recorded in pastures and
can lead to a high level of competition
with sheep for the pasture resource.
TIMERITE® provides farmers with the
date for a single spring spray that controls
RLEM through to the following autumn.
This date is unique to each farm and will
remain constant from year to year.
TIMERITE® works by taking advantage
of a time in the RLEM lifecycle when there
are the largest proportion of adult RLEM
present and the lowest proportion of eggs.
This is the ideal time to spray, because
adults are susceptible to sprays whereas
eggs are not.
RLEM are found throughout areas
of southern Western Australia, South
Australia, Victoria, New South Wales and
Tasmania with winter dominant rainfall and
a dry summer. The TIMERITE® package
covers all areas affected by RLEM.
Obtaining your
optimal spray date
You can obtain your optimal spray date by
using the tool on the TIMERITE® website
www.timerite.com.au.
You will need the exact location of the
paddock you are to spray in latitude and
longitude (to the nearest second). You
could use a Differential Global Positioning
System (DGPS) to find out this exact
latitude and longitude or you could use
websites like http://locates.com.au.
You can also obtain the spray date
for your property from the AWI Helpline
on 1800 070 099. You will need a named
place on or very close (less than 10km) to
where your property is that can be looked
Unsprayed
RLEM and feeding damage.
Griffith
Mildura
Dubbo
Orange
Nowra
Canberra
Bright
0
Kms
1000
Orbost
Morwell
Areas affected by RLEM
up on a map. Alternatively you can provide
the AWI Helpline with the exact latitude
and longitude.
When to spray
Spray as close as possible to the optimal
spray date.
If it is not possible to spray within a
couple of days of the date, use a systemic,
residual chemical applied within a twoweek period leading up to and including
the optimal TIMERITE® spray date. Spraying
after the optimal date does not achieve
good control the following autumn.
You do not need to have very high
mite numbers to consider spraying but if
you cannot see any mites in your pasture
it is probably not worth spraying.
TIMERITE® does not effectively
control other pasture pests the
following autumn.

More information: www.timerite.com.au
Sprayed
Comparison of unsprayed and sprayed sites on a property at Cranbrook, WA
Dead fast. Dead easy.
Extinosad® Pour-On is Australia’s No. 1 lice control for sheep.
Knockdown control of lice
Kills resistant strains1
Can be used off-shears or long wool
Nil wool WHP and minimal ESI
Low volume, water based formulation
For more information contact your reseller or Elanco.
1800 226 324
www.elanco.com.au
1
BF9001 *Elanco®, Extinosad® and the diagonal colour bar are trademarks of Eli Lilly and Company. EAH-2000
28
selling more wool
on-farm
June 2010
2012
September
Beyond
Beyond the
the Bale
Bale
Worm management
Fast facts
l G
reen pastures mean that worms
will be active, but early diagnosis
using worm egg counts and effective
drenches (passing resistance tests)
should reduce impacts on growth
rates, wool cuts and staple strength.
l Whilst resistance is the inevitable
outcome of using worm drenches,
strategies can slow its development.
l Tools such as the Making More From
Sheep manual and WormBoss can
help woolgrowers manage worms
and other sheep parasites for
maximum profitability.
W
ith lambs or weaners on the ground,
and many regions having had a wet
summer, woolgrowers should look at their
worm control and drench resistance plans
to reassess the risk of heavy worm burdens
in late autumn and winter.
The Healthy and Contented Sheep
module from the Making More From Sheep
manual includes procedures and tools to
guide woolgrowers on managing the health
and wellbeing of their flocks.
For worm control, the important actions
to consider include:
l use of worm egg counts (WEC) as the
basis for when to drench
l testing the drench resistance status of
your property so only effective drenches
are used
l selecting sheep for increased
resistance to worms (low WEC) and
lower dag, or purchase rams from
studs that have made progress in this
trait without compromising wool (and
meat) quality
l drenching timed strategically so the
total number of drenches is less
l management systems to minimise
disease in the highest-risk mobs:
- Grazing to provide weaners with lowworm-risk paddocks
- Use ‘smart grazing’ – a strategy for
the control of worms in weaners during
their first winter – see:
www.wormboss.com.au
- Rotate sheep with cattle
- Use intensive grazing management
with highly effective drenches to
control barber's pole worm
- Ensure weaners and lambing ewes
have adequate nutrition so they can
handle worm burdens.
Integrating a number of these
management tools is recommended by
WormBoss regional control programs,
rather than waiting for failing drenches.
Worm control programs are part of
farm management programs on most
sheep properties. Each state has detailed
programs designed to minimise production
losses and delay drench resistance.
Two broad programs include the winter
rainfall areas where Teladorsagia (brown
stomach worm) and Trichostrongylus spp
(black scour worm) are the important
worms; and the summer rainfall areas
where Haemonchus contortus (barber's
pole) is the most important worm.
The Healthy and Contented Sheep
module provides guidelines for worm
control in each of the winter rainfall regions
of southern Australia and the summer
rainfall regions.
In all areas, local climate and
management practices make a significant
difference to worm control. Consult
WormBoss (see box opposite) and
seek advice from a veterinarian, sheep
health consultant or State Department
of Agriculture/Primary Industries adviser
to design a program specific for your
property. Local knowledge from other sheep
producers can also help. A good program
is flexible enough to accommodate climate
and seasonal fluctuations.
Detection and management
of drench resistance
Drench resistance is widespread in all
sheep growing regions of Australia except
some consistently dry pastoral areas.
Sheep producers should test the drench
resistance status of the worms in their
sheep every 2-3 years, depending on how
many drench groups are effective. Drench
resistance occurs if drenches are less
than 98 per cent effective. But, in reality,
resistance starts when efficacy falls below
100 per cent.
Initially, a simple worm test 10-14
days post drenching will indicate if a
drench works (and if any sheep were mis-
drenched) as long as the sheep producer
knows the worm count at drenching. To
properly assess drench resistance using a
worm egg count reduction trial (WECRT),
the following guidelines are recommended:
l Select undrenched lambs or weaners
(young sheep give the best correlation
between worm burden and WECs)
with WEC greater than 250–300 epg
(scour worms) or 800 epg (in barber’s
pole regions).
l The number of groups of sheep
needed depends on how many drenches
and combinations are being tested.
An additional group that remains
undrenched is used as a control group.
Sheep are randomly allocated to groups
and each group clearly identified with
coloured ear tags. About 15 sheep
should be allocated to each group.
Weigh the lambs and calibrate the dose
of drench based on the heaviest in each
group. Treat each sheep, except those in
the control group, then run the sheep as
one mob.
Collect dung in the sample bottles
provided 10-14 days after drenching from
at least 10 lambs per group, making sure
to keep samples separate. Collect dung
directly out of the rectum, not off the
ground. Collect as much dung as possible,
as it will be used for growing worm larvae
(larval cultures) to determine what worms
are present. Mark the bottles clearly and
send them to the lab immediately.
Drench efficacy is calculated by
comparing the average WEC of each
group with the control WEC. Efficacy for
each type of worm can be compared if
larval cultures are done on each group.
Discuss results with your veterinarian
or livestock adviser.
Important strategies to
minimise drench resistance
l Always drench sheep introduced to
the property with monepantel and a
combination of three unrelated drenches
(“mectin”, “white”, “clear”) – check WEC
10 days after arrival drench to ensure
100 per cent worm kill.
l Test drench efficacy and use
effective (proven by resistance test)
drenches at critical times, such as
selling more
on-farm
wool
June 2012
Beyond the Bale
29
and drench resistance
WORMBOSS
For the most comprehensive and effective management
of worms, consult WormBoss which represents AWI’s
collective knowledge of the management of worms and the
reduction of their resistance to drenches.
WormBoss is an online tool, available at www.wormboss.
com.au, which has been developed by AWI and the Sheep
CRC to help producers optimise the timing and effectiveness
of drenching and other worm management practices.
The aim of WormBoss is to reduce drenching and
minimise the onset of drench resistance while increasing
animal productivity and profitability.
WormBoss was created by leading Australian
parasitologists, researchers, extension officers, consultants,
drench manufacturers and drench resellers, and it is
continually being updated.
WormBoss is currently composed of two main sections:
Ask the Boss
Ask the Boss is designed to help producers consider
all the key issues when making a decision to drench or not
drench a mob of sheep. In the Ask the Boss section, users
enter key information such as the their regional location,
the class of sheep in question, any worm egg counts, the
existence of drench resistance data, climatic issues, and
the availability of low worm paddocks. WormBoss uses this
information to generate a concise report that highlights
key issues and options that woolgrowers can use to make
decisions and take action against worms.
summer drenching.
l Rotate drench groups, including
combinations, to avoid reliance on
one group.
l Minimise drench frequency by only
drenching after a WEC and by using
rams selected for low WEC.
l In most southern regions (other than
Mediterranean climates), preferably
use one summer drench, but monitor
using WECs.
l Reduce exposure of young sheep to
heavily contaminated pasture by:
- 6-monthly swapping sheep and cattle
or smart grazing or grazing young sheep
on new pastures
- Rotational grazing (>50 days rest)
in combination with a highly effective
A reference section
The reference section contains the world’s most
comprehensive guide to Australian worms and worm-related
issues with information on:
l worm management
l available drenches and their properties
l common sheep worms, their life cycles, effects,
diagnoses and treatments
l sheep breeds and their relationships to sheep worms.
Free monthly email alerts about
worms in your region
One of the most useful features of WormBoss is the free
monthly WormBoss email newsletter that provides the latest
sheep worm control information and news, as it happens
and when it is important for you.
This free monthly email newsletter includes a summary
of regional sheep worm issues and news from around
Australia. Content is coordinated by a technical committee
of sheep parasitologists from WA, Queensland, NSW, SA,
Victoria and Tasmania, and features input from private
veterinarians and consultants and government veterinarians
from around Australia.
To subscribe to the monthly WormBoss email
newsletter, please contact [email protected] and quote
“WormBoss” in the subject line. 
drench with a short grazing time (less
than 21 days) – this appears to be very
effective at controlling barber's pole in
weaners over the November to March
period in summer rainfall regions, but is
less effective for other worms.
l Ensure sheep maintain body condition
targets (BCS 3) and consider protein
supplements for lambing/lactating
ewes in summer-rainfall regions. Good
nutrition appears to improve sheep
resilience and immunity to worms.
l In southern regions with low worm
survival over summer, research suggests
leaving a small proportion (five per cent)
of adult identified sheep undrenched.
This strategy is not recommended
for high-rainfall regions where worm
larval survival in summer is higher.
Advanced management techniques like
these are best used with advice from a
professional veterinary consultant.

More information: See the Healthy and
Contented Sheep module of the Making
More From Sheep Manual at www.
makingmorefromsheep.com.au for further
procedures and tools.
Visit WormBoss at www.wormboss.com.au
A joint
initiative of
30
on-farm
selling more wool
June 2010
2012
September
Beyond
Beyond the
the Bale
Bale
‘Ducks on THE Pond!’
In times gone by, a shearer would call out, ‘ducks on the pond!’, if he saw
a woman approach that exclusively male territory – the shearing shed.
The call was a signal to all the shearers to refrain from swearing
until the woman had gone.
(Back row, left to right): Katherine Syrch, Enngonia; Emma Billett, Nevertire, Adele Gulliver, Penshurst, Victoria (New Zealand born); Laurel Thornbury, Dubbo.
(Front row, left to right): Liz McGaw, Brocklehurst; Donna Hulands, Wakool; and Shireen Monds, Bathurst.
Fast facts
l S
even young women shearers and
shed hands have formed an allfemale shearing team.
l More women are showing an interest
in joining the shearing industry, as
shearers as well as wool handlers.
l An increased focus on shearing
technique rather than shear power is
allowing the women – of all shapes
and sizes – to join the industry.
I
t’s a quintessential rural Australian scene:
rugged yet focussed men in singlets
working at a constant pace around an
equally rugged shearing shed; thick, hot air
filled with a mix of men’s sweat and lanolin;
and AM radio crackling from a small,
discrete box in the corner.
This scene that is so familiar to many
couldn’t have been further from reality at a
Central West NSW shearing in February.
Instead, high-pitched laughter that was
unmistakably female could be heard in
competition with R&B music blaring form a
nearby amplifier – connected to an iPhone.
How times have changed!
Seven young women shearers and shed
hands set out in February to form an
all-female shearing team.
Not only were they waving the flag
for women in the shearing industry, they
also made history by forming the first allfemale team.
The team comprised: Katherine Syrch,
Enngonia; Emma Billett, Nevertire; Laurel
Thonbury, Dubbo; Donna Hylands, Wakool;
Liz McGaw, Brocklehurst; Shireen Monds,
Bathurst; and New Zealand-born Adele
Gulliver of Penshurst, Victoria.
These relative strangers were brought
together by a common passion for their
industry, and friendships were formed
from the experience – one team member
even likened the experience to ‘a big Girl
Guides Camp’.
Co-organiser, Katherine Syrch, 30,
started shearing four years ago.
She spent her earlier years travelling
and was working in a hay mill in Western
Australia in 2006 when she met a team
of shearers.
She was later working at a nightclub in
Victoria when she met up with one of those
shearer contacts and three weeks later,
she landed herself a job as a roustabout at
Penola, South Australia.
Katherine soon took an interest in
shearing and completed a shearing school
at Dubbo, NSW, in 2008.
She went on to earn her first full-time
shearing stand later that year and hasn’t
looked back.
“I got my first 200 (shorn in a day) with
Merino ewes in April so I reckon my boss’s
proud to have given me a stand now, and
he tells me to chase the boys all the time,”
Katherine said.
“I’ve found the industry really
accepting of women and I really love it
– it gets in your blood. It’s competitive,
physical, challenging. I think it’s also about
the lifestyle: the travel, the people you
meet, and the atmosphere in general.”
Katherine said forming an all-female
shearing team in February met its objectives.
“We knew having an all-girl shearing
team hadn’t been done before so wanted
to do it to bring some exposure to the
industry and the role women play in it,”
selling more
on-farm
wool
Juine 2012
Beyond the Bale
she said.
The 2006 Australian Bureau of
Statistics (ABS) Agricultural Census put
national shearer numbers at 4173, and 97 of
these were women.
TAFE Western shearing trainer, Jim
Murray, Wellington, said more women were
showing an interest in joining the shearing
industry, and it should be encouraged.
“Every novice shearing school we
conduct always has a few girls in it and
Katherine Syrch of Enngonia.
we’ve just run an all girls’ novice shearing
school at Dubbo,” he said.
“Trainers around the world are all
focusing on a shearing technique that takes
the weight off the shearer and allows the
shearer to keep their spine in line.
“It’s about technique and is no longer
about bulldozing through an animal and
overpowering it.
“Because it’s so much about technique
and balance, it allows girls of all shapes and
sizes to jump into the industry.”
Mr Murray said there were plenty of
women doing very well in the industry
because of their focus on technique, and
130 to 140 sheep a day were realistic
figures being achieved.
“I think the all-women shearing team
in February was ground breaking to the
extent that, to the best of my knowledge,
it’s never been done before,” he said.
“It opens up a whole lot of new
possibilities for women in the industry.
“The main thing that the day
demonstrated is the great opportunity for
young men and women out there in the
shearing industry, and that women can also
do all the jobs in the shed.
“If you turn back time to when the first
ladies became doctors, there was a big
issue with that.”
Mr Murray noted that the demographic
of shearers had changed a lot in the past
couple of decades.
“When I was a shearer, shearers were
shearers,” he said.
“Now, a lot of shearers have a small
31
Shearer trainer, Jim Murray, TAFE NSW Dubbo, gives
some training to Shireen Monds, Bathurst.
block of land and use shearing as a source of
off-farm income.”
The all-women shearing team was
supported by hosts, Don and Pam Mudford,
Parkdale Merino Stud, Dubbo, Steven
Mudford, Narromine Hotel, Troy Briggs.
Helen and Craig Barber (singlets), and
Lister (equipment).

Shearer and woolhandler training
A
WI funds training for novice, improver and professional
shearers and woolhandlers within its regional coaching
program.
To find out more about the AWI training program and/or
government-funded training initiatives, please contact AWI’s
preferred training provider in your state. State
Provider
Contact
NSW
TAFE NSW – Western Institute
Jim Murray, 0427 460 007
TAFE NSW – Riverina Institute
Graeme Anderson, 1800 441 244
SCAA Shearer Woolhandler Training Inc
Darren Templeton, 0427 435 244
RIST – Rural Industries Skills Training
Marjorie Carpenter, 1800 883 343
CY O’Connor College of TAFE (Northern Region)
Stephen Madson, (08) 9881 9000
Great Southern Institute of Technology (Lower Southern Region)
Peter Young, (08) 9892 7551
SA
TAFE SA
Bob Reid, (08) 8303 7822
Queensland
Australian Agricultural College Corporation (AACC)
John Leeson, 1800 888 710
Tasmania
Primary Employers Tasmania (PET)
Keith Rice, (03) 6343 2244
Victoria
WA

32
selling more wool
on-farm
June 2010
2012
September
Beyond
Beyond the
the Bale
Bale
Shearing
an attractive
career
Fast facts
l O
ne of Australia’s top shearers
is Andrea Froon who has been
shearing in competitions for the
past three years.
l Female shearers generally have a
good focus on technique which
gives a clean shear of the sheep.
l Andrea says one of the major issues
in the shearing industry continues
to be workplace conditions.
W
ith a Higher School Certificate
(HSC) score of 92, Andrea Froon
could have done pretty much anything with
her career.
Raised as one of seven kids on a sheep
and cropping property in southern NSW,
she went off to university with high hopes
of becoming a vet.
At 28, Andrea is now approaching eight
years as a shearer – and loves it.
The travel, flexibility, country lifestyle,
and the challenge of a physicallydemanding career are all joys for Andrea –
and the $400 a day pay packet helps too!
Andrea was 20 years old and in a gap
period between courses when she was
asked by a neighbour to roustabout for
his shearing.
“By the end of the week I’d shorn my
first sheep,” she said.
“I ended up going to do a couple of
days the following week and shore 32 in my
first full day.
“I did the odd day here and there and
then went off to do a shearing school at
Wagga Wagga, and I did my first full week
of shearing in the week after I turned 21.
“After that first 18 months, when you’re
building up your numbers, you then get
going and can make $400 a day, which is
good money.”
Andrea has been entering shearing
competitions for the past three years and
is now in the senior class – and one win off
Andrea Froon shearing in
the seniors competition at
the Golden Shears World
Championships in New
Zealand in March. Andrea
reached the semi-finals.
entering the open class.
“I make a lot of finals but then I battle
with the speed against the boys,” she said.
"I’ve shorn in a few competitions in
England, Wales, Ireland, and made the
semi-finals in the seniors competition at
the Golden Shears World Championships in
New Zealand in March.
“Going overseas has been a really
good experience, more so because it was
so different.
“I’ve also got to explore Australia and
have shorn in every state.
“You can be spontaneous and if you
have a week off, you can head to a different
state and have a job there waiting for you.”
Andrea said shearers were so scarce
these days that being a female shearer
wasn’t as unaccepted as in the past,
especially with female wool handlers being
so common.
“A lot of the farmers say the girls are
cleaner shearers than the boys so although
we might shear 15 per cent fewer sheep
than the boys, we’re doing a good job for
the farmer,” she said.
“Girls have to focus more on their
technique.
“We’ve shorn big South Australian
Merino ewes that were 130kg, which is
twice my weight, so you’ve got to know
how to sit the sheep so it’s comfortable or
else with one kick, you’re gone.
“If you can get through that first 18
months, you’re set.”
Andrea said one of the major issues
in the shearing industry continues to
be conditions, where infrastructure has
often not been maintained since its 1950s
construction.
“When farmers say they can’t get
shearers, there’s normally a reason and it’s
more than likely about conditions, especially
poor toilets – or none at all,” she said.
Andrea plans to see out 10 years of
shearing and will then look to a new career
– perhaps as a wool classer – and buy a
block of land.

on-farm
June 2012
Beyond the Bale
33
Sisters Heather Drysdale, Cathy Artridge and Ruth Hannigan show their crutching skills to their father, Stan Artridge of Ruffy, Victoria. PHOTO CREDIT: Shellie Drysdale
Sisters, doing it for…dad
Fast facts
l T
hree daughters of Stan Artridge of
Ruffy, Victoria pitched in this year to
help him with crutching.
l Times and attitudes in the shed
have changed since Stan was a gun
shearer.
l Stan is proud of his daughters’
contributions on the boards.
I
t wasn't the first time all three stands
of the raised board shearing shed at
Dawnstan Park, Ruffy, pulled into gear
simultaneously. Nor the first time Stan
Artridge had peered over the number 2
catching pen door with pride and pleasure.
However, it was the first time three women
had lined up and even more unusual, all
three were sisters.
Number 1 stand was Heather Drysdale
from Yarck. Stan had had no trouble
sharing his disdain that her husband John
had lovingly given Heather a handpiece
for her birthday. "Crutching is no work
for a woman!" Stan shook his head sadly.
That was a few years ago and the sadness
has been replaced with immense pride.
Nowadays he happily tells her, "Gee, Heath,
you're almost as good as me!" and out of
her hearing has been known to admit that
she's better than him.
On number 2 stand is Cathy, primary
school teacher and librarian, lured away
from the orderliness to live at the family
farm, ‘Ellimatta’, Creightons Creek. It was
just 24 hours since Stan had coached her
with crutching her big Merino wethers.
There was no pussy footing around then
and she dared not argue with him as he
barked instructions. It wasn't until around
the 45th sheep that he allowed a few
words of praise, "Gee, Cath, you're nearly as
good as Heather."
The season has been terrific,
particularly on the tablelands of Ruffy,
Victoria. Ask any farmer or any local
blowfly. So, this year, April is crutching time.
Stan denies there's a shortage of shearers
but no one has ever questioned him on
the shortage of crutchers. It seems they
are scarcest when you need them most.
Stressed with the combination of potential
fly problem and the rich pasture, overnight
an idea germinated and Stan invited both
women to Dawnstan Park in the afternoon,
to crutch his weaners. It was competition
time, he was deviously planning.
In the morning of that epic day in
April, Stan had mustered his pregnant
ewes for a clean up with the handshears.
Visiting from Barrakee was his retired
hairdresser daughter, Ruth Hannigan. She
recognised the scene immediately – time
poor females in a queue – and grabbed
the dagging blades from Stan's all too
generous grip and headed to number 3
stand. She took no time to get started on a
totally unfamiliar end of the customer. Her
expertise shone out but she was adamant,
"Denis never lets me do farm work." That
meant the neat fast result had to be from
years of haircutting in her Charlton salon!
Stan was featured in the March edition
of Beyond the Bale with champion shearing
son Peter, and talented grandson Kaleb.
Stan's love of shearing started as a toddler
when he mustered up windfall quinces
and removed the "fleece" from the fluffy
quinces with a sharp tin lid.
His mother admonished his passion
saying sheep farmers (as opposed to
dairy farmers) are lazy! He wasn't yet
aware that one day he would master and
teach the Tally Hi pattern of shearing,
that he would compete and win many
shearing competitions, that he would
be instrumental in Australia's role in the
Golden Shears and furthest from his mind
that three of his daughters would one
day crutch his prized weaners for free. He
couldn't stop smiling for hours!

34
on-farm
selling more wool
June 2010
2012
September
Beyond
Beyond the
the Bale
Bale
Breeding future leaders
Fast facts
l AWI held a four-day professional
development course for young
woolgrowers in February.
l The 23 participants in the Breeding
Leadership course are the next
generation of leaders within the
wool industry.
l At the course, the participants
discussed marketing, leading
and managing people, corporate
governance, succession planning,
time management and strategic
planning.
T
he next generation of leaders within
the wool industry has completed the
2012 Breeding Leadership Course, AWI’s
professional development course for
young woolgrowers.
The 23 participants assembled in Clare,
South Australia at the end of February
for the four-day intensive professional
development course to discuss marketing,
leading and managing people, corporate
governance, succession planning, time
management and strategic planning.
AWI Head of On-farm Research,
Development & Extension Dr Jane Littlejohn
says she has been impressed with the vision
shown by the participants.
“The passion for the industry shown by
the next generation is very encouraging;
the wool industry really has a bright future
ahead when you look at some of the young
people in it. These men and women are
Sydney Lawrie, William MacAlpine, Allan Hobley and Ben Webb at the Breeding Leadership Course.
seeking a challenge and can see plenty
of opportunities for wool not only at
the farm level but also from a consumer
perspective,” she said.
“Already we can see them stepping up
in the industry, with some taking leadership
positions on AWI extension networks.”
Allan Hobley from Nyabing, Western
Australia, says he found Breeding
Leadership to be valuable both
professionally and personally.
“I haven’t just picked up skills. It has
been really good to chat with growers
from around the country who are doing
different things to what I am doing at
home,” he said. “The way the world is
Attendees
going with the importance on clean and
green is a great opportunity for wool in
the future.”
Breeding Leadership was established in
2002 by the South Australian Stud Merino
Sheepbreeders Association and became
a national program in 2004 through the
Australian Association of Stud Merino
Breeders (AASMB).
AASMB President, Tom Ashby, says
fostering the next generation of leaders is
important for the whole industry.
“Not only is it good to see an
enthusiastic group of people, but it is also
good to see the wool industry is fostering
and encouraging their potential,” he said. 
Richard Pickford
Woodanilling, WA
Carmen-Lee Campbell
Dubbo, NSW
Clayton Simcock
Manjimup, WA
Luke Davis
Brewarrina, NSW
Ben Webb
Kojonup, WA
Bronte Doughton
Cooma, NSW
Peter Wilkinson
Dandaragan, WA
William MacAlpine
Girilambone, NSW
Andrew Hall
Manoora, SA
John Murdoch
Bibbenluke, NSW
Sydney Lawrie
Tumby Bay, SA
Todd Willock
Walcha, NSW
Joe Murdoch
Warooka, SA
Mark Fraser
Hamilton, Vic
Henry Treloar
Mannahill, SA
Dan Korff
Sidonia, Vic
James Vandeleur
Saddleworth, SA
Amelia Welsh
Freshwater Creek, Vic
Andrew Hughes
Thargomindah, Qld
Allan Hobley
Nyabing, WA
Andrew Miller
Quilpie, Qld
Mitchell Hogg
Williams, WA
John Taylor
Campbell Town, Tas
selling more wool
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35
36
selling more wool
on-farm
June 2010
2012
September
Beyond the
the Bale
Bale
Beyond
AWI ‘Wool Clip’ events
Fast facts
l AWI is working with local groups to
host a series of woolgrower update
events around the country.
l These free events will communicate
to attendees the latest wool
industry knowledge and
developments from AWI.
l The topics on each event’s program
are based on issues of relevance to
your local region.
W
oolgrowers from across the country
are invited to attend ‘Wool Clip’
woolgrower update events being held across
regional Australia. 16 events are to be held
between June and September, with four in
NSW and WA, three in Victoria, Queensland
and South Australia and one in Tasmania.
AWI is partnering with industry
organisations and local groups to host this
series of events. The purpose of the events
is to give updates direct to woolgrowers
on the outcomes of AWI on-farm and offfarm R&D and marketing investments, and
provide an opportunity for woolgrowers to
hear speakers address relevant, local topics.
AWI Wool Clip events are free events
for attendees. AWI is providing funding and
operational support to groups to host and
coordinate the events in their local area.
As each AWI Wool Clip event is
coordinated by a local organisation, the
topics on each program will be tailored to
be of interest to your local region.
AWI Head of On-farm Research,
Development & Extension Dr Jane
Littlejohn said Wool Clip intends to
complement the existing AWI grower
updates and activities.
“Because the Wool Clip programs are
being driven at a local level, growers are
telling us what they want to hear about, so
each event is tailored to suit,” she said.
"The most popular topics so far have
been flies, lice and worms and of course
everyone wants to know what the wool
market is going to do.
“The response from organisations
to AWI Wool Clip has been great. As a
result we are working with a number of
organisations we haven’t worked with
before; we have even had to put on extra
events to keep up with demand.”
One new partner organisation identified
as a result of AWI Wool Clip is the Future
Farmers Network (FFN). Established in
2002 as Australia’s only national network
of young people involved in agriculture,
FFN will be hosting two AWI Wool Clip
events, one in Horsham, Victoria, and one in
Naracoorte, South Australia.
FFN Chair, Georgie Aley, said the
Network is looking forward to the
opportunity to host an event.
“FFN are pleased to partner with AWI
to deliver a vital update to woolgrowers
relevant to both their regional issues and
wider industry R&D to ensure greater
on-farm adoption,” Ms Aley said.
“We are also looking forward to
engaging and encouraging younger farmers
to attend the forums to ensure they are
skilled and educated in this area, providing
them with greater ability to contribute to
farm management and practice decisions.”
More information: Contact the local host
to find out about the program and RSVP.
2012 AWI WOOL CLIP EVENTS SCHEDULE
DATE
LOCATION
HOST ORGANISATION
CONTACT
PHONE/EMAIL
16 July
Condobolin
Condobolin District Sheep Breeders’ Association Inc.
Tom Kirk
02 6895 2562/ [email protected]
17 August
Deniliquin
Riverina Sheep Expo
Andrew Combe
0428 528 182 /[email protected]
29 August
Dubbo
Dubbo National Ram Sale Committee
Steven Lindsay
0429 340 988 / [email protected]
6 September
Cobar
Bestprac
Carlyn Sherriff
08 8842 1103 / [email protected]
13 July
Horsham
Future Farmers Network
Rebecca Williams
0414 844 425 / [email protected]
21 August
St Arnaud
Victorian Farmers Federation
Charlotte Fox
03 9207 5547 / [email protected]
28 August
Seymour
The Mackinnon Project
John Webb-Ware
03 9731 2225 / [email protected]
29 June
Esperance
ASHEEP
Jan Clawson
0407 990 497 / [email protected]
24 July
Moora
Moora Miling Pasture Improvement Group/Planfarm
Rachel Walmsley
08 9653 1355 / [email protected]
26 July
Wickepin
Facey Group Inc
Felicity Astbury
0403 184 379 / [email protected]
27 July
Kojonup
Southern Dirt
Sarah Burt
08 9831 1074 / [email protected]
17 August
Naracoorte
Future Farmers Network
Rebecca Williams
0414 844 425 / [email protected]
26 September
Burra
Bestprac
Carlyn Sherriff
08 8842 1103/ [email protected]
3 July
Blackall
Leading Sheep
Kate Nicholas
07 4650 1225 / [email protected]
4 July
Stanthorpe
Leading Sheep
Alex Stirton
07 4654 4212 / [email protected]
21 June
Inveresk
SheepConnect Tasmania
Catriona Nicholls
0427 571 199 / [email protected]
NSW
VIC
WA
SA
QLD
TAS
selling more
on-farm
wool
June 2012
Beyond the Bale
37
LambEx
set to be a Grandslamb
Fast facts
l Woolgrowers and sheep producers
are invited to the two day LambEx
sheep and lamb industry event in
Bendigo at the end of June.
l As well as an opportunity to hear
outstanding speakers, including
researchers and farmers of note,
there is also an extensive trade
exhibition.
l AWI is co-sponsoring the event to
promote the role of Merinos within
lamb enterprises and influence sheep
producers.
A
ustralian woolgrowers and the
Australian sheep and lamb industry
are invited to attend LambEx 2012, a two
day conference being held this month
in Bendigo, Victoria. The event features
outstanding speakers, an extensive trade
exhibition, quality entertainment and
an opportunity to communicate with all
sectors of the lamb supply chain.
Following on from the successful
launch of the LambEx phenomenon two
years ago in Perth, the lamb industry will
once again gather together producers,
processors, researchers, wholesalers,
exporters and key service providers, to
celebrate all things lamb.
“LambEx is like the Brownlow for
the sheep industry, only more,” Chair of
LambEx Jason Trompf says. “It is most
certainly an opportunity to celebrate and
recognise those within our industry for the
contributions they have made, but it is also a
feast of lamb industry thinking, knowledge,
planning, innovation and inspiration."
As a co-sponsor of LambEx, AWI
has the opportunity to promote the role
of Merinos within lamb enterprises and
influence sheep producers who might not
normally associate with Merino or wool
enterprises. It is also important for lamb
producers to see the value of Merinos
contributing to the rebuilding of the
national flock.
AWI is sponsoring a session “Improving
reproductive performance - it’s now or
never!” at which Jason Trompf will talk
about reducing wastage around lamb
survival, from scanning to weaning,
against a background of the national
flock’s dynamics. AWI is also sponsoring
the Grandslamb dinner at the end of the
first day – with celebrity interviewer, BBC
correspondent and wool enthusiast Michael
Peschardt as the MC.
LambEx is being held on 28 and
29 June at the Bendigo Showgrounds,
Bendigo, Victoria. The event is sponsored
by AWI, MLA, Sheep CRC, Victoria DPI,
Glendemar Multi Purpose Merinos, Fairfax
Agricultural Media and JBS. 
More information:
Visit www.lambex.com.au to view the
program and download the registration
form. Fees apply to attend.
For heavier, healthier lambs
Remember to Glanvac twice
Don’t leave your lambs at risk from Cheesy Gland and
Clostridial diseases this season. Vaccinate them TWICE
with Glanvac B12 – the second dose is vital for protective
immunity and to optimise lamb survival and growth.
c
a
v
n
a
Gl marking
®
at
For more information talk to your
Pfizer Sheep Product Specialist or
call 1800 335 374.
Glanvac
®
ning
at wea
Pfizer Australia Pty Ltd, 38–42 Wharf Road, West Ryde, NSW 2114. ABN 50 008 422 348. ® Registered Trademark of Pfizer Australia. PAL0395/BB
Sheep Health. Performance. Growth.
www.pfizeranimalhealth.com.au
38
selling
on-farmmore wool
June 2012
Beyond the Bale
Stamped with success
Fast facts
l An image of Australian rams,
titled The Godfathers, was the
winning entry in an Australia Day
photography competition.
l Australia Post will print The
Godfathers on a postage stamp, to
be in circulation during 2012.
l Photographer Chevelle Williams
snapped the image on a property in
regional Victoria.
“T
hese four older rams are the leaders
of their flock. They step forward
and face humans and do not run. They are
the protectors of their mates, the makers
of fleece, lambs, rams and ewes. They are
the godfathers of Australian wool,” says
photographer Chevelle Williams.
This is the winning entry from this year’s
Australia Day Make Your Mark competition.
Redesdale resident Ms Williams won the
Open Global category with her black
and white photo called The Godfathers.
The 28-year-old photographer from rural
Victoria will also have her winning image
printed on a stamp thanks to Australia Post,
which will be in circulation during 2012.
“I took this photograph at a property
in Langley via Kyneton,” Miss Williams said.
“The property, ‘Wattle Bank’, is owned
by Lyn and Arnold Diss and has been in
their family since 1914 and they have been
breeding Merino sheep for 60 years.
“The rams in my photo are bred on their
Langley property and when Lyn and Arnold
first saw this image they immediately
recognised their sheep.”
Australian actress Kate Ritchie, famous
for her role as Sally Fletcher in Home and
Away, was on the judging panel of the
photography competition and said she was
blown away by Miss Williams’s image.
“This is an incredibly strong black and
white image, accompanied by a strong title
that gives rams a human-like quality,” Miss
Ritchie said. “It is to be said that our Aussie
wool industry is something to be proud and
thankful for. I almost feel fearsome of these
rams, standing stubbornly and demanding
respect that could be from the wool
farmers themselves.”
Miss Williams said she was amazed
when she found out she had been shortlisted as a finalist for the competition and
then excited and surprised when she found
out her image had been selected against
some other very talented photographers.
“I chose this particular image because
of the memory these rams left with me.
During a lunch break during shearing last
September, the mob of rams was waiting
their turn. As I approached the holding pen
these four rams fronted up to me whilst I
was snapping away.
“I wasn’t after this shot but they
continued to stand strong and confront me
no matter which angle I tried. They stood
proud and strong, like they were ready to
protect their mates.
“I called them The Godfathers because
apart from confronting me these Merino
rams are the godfathers and makers of
fleece, producers of rams, ewes and lambs
and our wonderful wool industry.”

More information: For a copy of The
Godfathers, email [email protected]
or phone Chevelle on 0402 697 136.
The Godfathers’ photographed by Chevelle Williams. The photograph will be printed on an Australia Post postage stamp later this year.
selling more wool
39
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