merino royale - The Woolmark Company

www.wool.com
Profit from wool innovation
Issue 47 june 2011
Merino
Royale
SHOWCASING
AUSTRALIAN WOOL
LIFETIME EWE
MANAGEMENT
FLOCK
REBUILDING
2
upfront
contents
off-farm
04 The Campaign for Wool
05 Governor-General’s love of wool
06 Campaign for Wool Australia
08 Promoting wool at retail
10
Showcasing Aussie designers
11
Wool4Skool makes wool cool
12
Cast on with the Knit Kit
13
Knitwear in fashion
14
Merino: a fibre for all seasons
15
Designers sing wool’s praises
16
Chinese find a fibre with soul
17
Wool fit for a Prince
18
Snapshot: AWI Hong Kong
on-farm
20
Want a better cut?
21
Neighbours help prevent lice
22
Controlling wild dogs
25
Rebuilding the flock
26
Lifetime Ewe Management
28
Using phosphorus efficiently
to reduce costs
30
Peter Westblade Memorial
Merino Challenge results
32
“It’s ewe time!” forums
34
AWI and MLA R&D Forum
35
AWI Woolgrower Forum
June 2011
Beyond the Bale
Woolmark
logo: the
top logo
of all time!
C
reative Review magazine has
voted the Woolmark logo as the
top logo of all time.
The April edition of Creative Review
included their top 20 logos of all time,
drawn from the views of the editorial
team at Creative Review, their readers
and the wider industry. Creative Review
is the leading magazine for visual
communication, published in the UK.
The magazine stated that it
“wanted to recognise those logos that
were beautifully crafted, represented
an advance in thinking or have
somehow come to epitomise a certain
time and place”.
The front cover of the April edition
had a fantastic design by Alex Trochut,
inspired by the Woolmark logo.
The Woolmark logo is the most
recognised textile symbol in the world.
As one of the world’s most well known
brands, the Woolmark logo has been
applied to over 2 billion garments since
the creation of the original logo in 1964.
More information: www.woolmark.com
www.creativereview.co.uk
The Top 20 logos
of all time:
1. Woolmark (1964)
2. Deutsche Bank (1974)
3. British Rail (1964)
4. Michelin (1898)
5. V&A (Victoria and Albert
Museum) (1989)
6. Tate (1999)
7. World Wildlife Fund (1961)
8.I NY (1975)
9. CBS (1951)
10. National Theatre (1974)
11. NASA (1974)
12. British Steel (1969)
13. Canadian National (1960)
14. Apple (1977)
15. Rolling Stones (1970)
16. Penguin (1935)
17. Pirelli (1908)
18. London Underground (1919)
19. Montblanc (1913)
20.FedEx (1994)
Executive Editor: Richard Smith, richard.smith@wool.com,
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
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 info@wool.com W www.wool.com
AWI Helpline, 1800 070 099
Subscription: Beyond the Bale is available free.
To subscribe contact AWI:
P 02 8295 3100 E info@wool.com
Copyright: Material in Beyond the Bale is copyright.
Reproduction of the material is encouraged. However prior
permission must be obtained from the Executive Editor.
Disclaimer: AWI does not give any warranty or representation
as to the accuracy, reliability or completeness of the information
in Beyond the Bale. To the extent permitted by law, AWI and its
employees, officers and contractors and any contributor to this
publication shall not be liable for any loss or damage arising in
any way (including by way of negligence) from or in connection
with any information provided or omitted or from anyone acting
or refraining to act in reliance on this information.
Advertising sales: Max Hyde, Hyde Media Pty Ltd
P 03 9870 4161 F 03 9870 4163 E max@hydemedia.com.au
Advertising is subject to terms and conditions published on
the ratecard, which is available from Hyde Media.
ISSN: 1447-9680
Beyond the Bale is online at http://digital.wool.com.au
Front cover: The Governor-General Ms Quentin Bryce AC with a
Merino ram at the Australian launch of the Campaign for Wool.
upfront
June 2011
Beyond the Bale
3
Getting on with business
We are continuing with initiatives
to help increase the demand for
wool through investments in marketing,
innovations and R&D – from farm to fashion.
I would like to inform you of some recent
advancements the organisation is making:
Campaign for Wool – Australia: The
Campaign was launched in Australia during
March to coincide with the start of the
autumn/winter retail season. Australian
retailers around Australia are highlighting
their support for wool in their own fashion
lines by using shop window decals and
in-store showcards bearing the Campaign
for Wool and the new green Woolmark
logos. A high profile launch event for the
Campaign was hosted by the GovernorGeneral Ms Quentin Bryce AC at the iconic
Admiralty House in Sydney. During the
event, wool was showcased in front of an
audience of influential fashion designers,
retailers and the media.
Campaign for Wool – international:
Following the launch last year in the UK, the
five-year Campaign is this year extending
across other countries including key
northern hemisphere consumer markets,
including the USA, Japan, Germany, Italy,
Spain and the Netherlands. The Campaign
will feature an International Wool Week in
September. The Chairman of the Campaign
John Thorley has also confirmed that
HRH The Prince of Wales has given his
enthusiastic support to the Campaign being
launched in China in 2012 ready for their
autumn retail season.
International Wool Textile Organisation:
AWI attended the IWTO conference in
Hangzhou, China in early May. The mood at
the conference was upbeat, with delegates
hearing marketing presentations from
AWI on the recent roll out of the ‘No Finer
Feeling’ program in Europe and the ‘Gold
Woolmark’ program in China. Attendees
from AWI included chairman Wal Merriman,
director George Falkiner, myself (speaker),
chief strategy and marketing advisor Rob
Langtry (speaker), manager of market
intelligence and trade reporting Paul Swan
(speaker) and Woolmark technical services
manager Allan de Boos (speaker). Peter
Ackroyd, who is contracted to AWI (UK),
was appointed President of IWTO. Peter has
been instrumental in the development of the
Campaign for Wool program in the UK and
in its extension phase in autumn/winter 2011.
AWI Woolgrower Forum: AWI conducted
its latest Woolgrower Forum in March to
get feedback on its strategic direction. We
sought input to the development of the
2011/12 Operating Plan in light of the current
industry environment and outcomes from
the plans implemented by AWI in 2010/11.
The Forum is an important part of AWI’s
annual planning cycle to ensure input from
shareholders. The next Woolgrower Forum
is scheduled for August.
AWI/MLA R&D Insights Forum: AWI and
Meat & Livestock Australia hosted an R&D
Insights Forum in March that outlined
a selection of R&D outcomes from our
investments. The forum had presentations
on a range of R&D programs that influence
on-farm performance and environmental
outcomes. The forum proceedings and
the presentations are available on the
AWI website.
AWI on-farm extension collateral: We
are currently updating our extension
materials for woolgrowers – both hard copy
publications and online information. We
will be making these materials available
in a timely manner and make it easy for
woolgrowers to access. The first example of
this is our new set of three shearing posters
now available free to woolgrowers. The
posters are aimed at helping woolgrowers
get more efficient and productive shearing
and woolhandling practices in their sheds.
Wool4Skool: School students from across
the country have been learning about the
benefits and versatility of wool fabrics, by
taking part in AWI’s inaugural Wool4Skool
competition. Students entering the
competition had to submit designs for
a new school uniform that incorporated
various wool innovations. The competition
was aligned with a number of syllabus areas
of the curriculum. Planning is now underway
to expand the initiative during 2012.
Wool Fit for a Prince: Samples of Merino
wool that were donated by woolgrowers
from across Australia were turned into suit
fabric as a wedding gift for Prince William.
Over 100 metres of fabric were produced
from the donated wool, enough for 27 suit
lengths. The remaining 26 will be donated
for auction, with the proceeds (after costs)
to be gifted to the Royal Flying Doctors
Service in Australia. A sample of the final
cloth will be sent to all woolgrowers who
donated wool.
Knitwear in Fashion exhibition: Woolmark
is the presenting partner of the high profile
“UNRAVEL: Knitwear in Fashion” exhibition
currently showing at the prestigious MoMu
fashion museum in Antwerp, Belgium.
The exhibition is attracting the fashion
glitterati from around Europe as well as
fashion loving consumers. The exhibition
demonstrates that wool is the ideal natural
choice for knitwear.
E-communications: In our endeavour to
find better ways to communicate with
our shareholders, and to complement our
quarterly Beyond the Bale magazine, we
have introduced a monthly e-newsletter
available to Australian woolgrowers.
The Woolgrower e-newsletter provides
a snapshot of key projects and events
involving AWI. To subscribe to this free
service, email marius.cuming@wool.com.
We have also started producing podcasts
for woolgrowers, which are available on our
website at www.wool.com/podcasts.
AWI Annual General Meeting: AWI will hold
its 2011 AGM on Friday 18 November 2011 in
Sydney. Formal notice and meeting papers
will be sent to AWI shareholders in October
2011. The 2011 director nomination form and
consent to nomination form are available for
download at www.wool.com/agm.
Stuart McCullough
Chief Executive Officer,
Australian Wool
Innovation
4
off-farm
June 2011
Beyond the Bale
The
Campaign
for Wool
by HRH The Prince of Wales
I
t is worth remembering that, for
hundreds of years, wool was one of the
most important commodities in the world.
National economies were built on the back
of the trade in this remarkable fibre. It was
used to clothe us and to provide rugs and
carpets and other furnishings for our homes.
Unfortunately, today, the story is very
different. Wool has been replaced by manmade fibres and, sadly, prices have been
falling for wool-growers around the world.
I have fond memories of spending time
on various sheep stations when I was lucky
enough to live in Australia for six months –
over forty years ago now – and being able
to see for myself just how important wool is
to so much of this vast country. I could not
have been more depressed, therefore, when
I saw the price farmers were being paid for
their wool had dropped to such low levels
that many were leaving farming, and the
numbers of sheep were falling dramatically.
The ultimate insanity was when I learnt that
a new breed of sheep had been developed
which doesn’t need shearing – called, can
you believe it, “Easy Care”!
Determined to do something about
this, and to restore wool to its rightful
place in the scheme of things, I convened
a meeting with representatives of woolgrowing organisations from around the
world, along with fashion designers,
interior designers, carpet manufacturers
and, importantly, retailers. It was clear that
everyone realised that wool was a remarkably
versatile, renewable, natural product, but
that consumers had completely forgotten
its benefits. The result of the meeting is the
Campaign for Wool, which I am delighted
to say is backed by all the major trade
organisations including, importantly,
Australian Wool Innovation. Along
with the British Wool Marketing
Board, the International Wool
Textile Organization, Woolmark
International, the New Zealand
Wool Growers and Viking Wools
of Norway, and many other
companies and organisations, the
Campaign for Wool is the largest
coalition in recent history which
is helping to help raise awareness
amongst consumers about wool’s
unique properties – which are,
when you actually look at them,
pretty amazing.
Whether it is the clothes you choose
to wear or the products which furnish your
home, it is clear Nature has the edge on the
man-made competition. For example – and
most importantly – wool is naturally flameretardant, to some 600 degrees, and can meet
even the most stringent safety rules without
the need for additional chemical treatments –
something to consider when you are buying,
say, clothes for your children. Wool has the
most excellent natural handling properties
– its renowned drape is due to the fineness
of the fibres as well as its natural elasticity
and resilience. Wool has a structure which
allows it to absorb and release perspiration
naturally, whether that is in clothes or in the
home. It is able to acclimatise to individual
environments, which means that a wool
sweater will ensure you are never too hot or
too cold. And – perhaps most surprisingly
– the evidence shows that if you use wool
duvets or blankets then you are more likely
to get a good night’s sleep.
There are, of course, many more reasons
to use wool, and a large number of these
are listed on the Campaign’s web site at
www.campaignforwool.org. But we mustn’t
forget that one of the main benefits of wool
is its impact on our environment. More and
more people now want to know how they
can leave a lighter footprint on the planet.
By choosing wool you can do just that –
and benefit from the most superior product
from some of the most hard-working

farmers in the world.
More information:
View a video message for Australian
audiences from HRH The Prince of Wales
(recorded at St James’s Palace, London
on 23 March 2011) on the Woolmark
channel on YouTube at
www.youtube.com/woolmarkonline
www.campaignforwool.org
off-farm
June 2011
Beyond the Bale
5
Governor-General’s love of wool
Fast facts
l The Governor-General Ms Quentin
Bryce AC launched the Campaign for
Wool in Australia at an event at her
official Sydney residence in March.
l Ms Bryce is an enthusiastic devotee
of wool as a fibre, its natural
properties and its use in fashion.
lM
s Bryce has had a great fondness
for the Australian wool industry
since she was a child growing up in
central Queensland.
T
he Governor-General Ms Quentin Bryce
AC launched the Campaign for Wool in
Australia at an event she graciously hosted
in March at her official Sydney residence,
Admiralty House on Sydney Harbour.
The Campaign for Wool, of which His
Royal Highness The Prince of Wales is
Patron, is a global campaign that aims to
encourage manufacturers, retailers and
designers to choose wool and, in turn,
educate consumers about the fibre’s
environmental benefits.
The Governor-General told the
audience at the Admiralty House event
that she was delighted to launch the
Campaign for Wool in Australia.
“It is an important initiative to remind
us of the wonders of wool; the natural
fibre, the fibre that looks beautiful and feels
beautiful, that breathes and cools, that
flexes with our bodies, heats and insulates,
and is environmentally sound,” she said.
“We take pride in knowing that some of
the very finest wool in the world is grown in
our country. Some of the best is exported,
woven into lovely textiles and made into
garments – the ultimate in style and quality
for men and women.
“We know too that wool makes the
most wonderful blankets, especially with a
satin edge, exquisite baby clothes that are
so safe, it looks fabulous in our homes in
curtains, carpets, covers that last and last.”
The Governor-General was pleased to
see the sheep grazing on Admiralty House’s
harbourside lawn at the launch event.
“I must say it feels good to have some
sheep here again today. This was grazing
land 200 years ago.”
The sheep brought back happy
memories for the Governor-General of her
upbringing in the wool-growing region of
central Queensland.
“I love to talk about wool. I love to
feel the fleece on a sheep’s back, on a
table in a shearing shed; the smell and
touch of the lanolin takes me home, back
to the little outback Queensland town of
my childhood, Ilfracombe.
“My dad managed the wool scour. He
spent his life in the wool industry. He loved it,
the camaraderie, the drive, what it stood for.
“I inherited the best of it in friendships
that are precious and sustaining.
“You could say I’ve been campaigning
for wool all my life, so I’m thrilled to launch
TCW – The Campaign for Wool.”

GOVERNOR-GENERAL
BACKS WOOL ON THE BBC
On 27 May, a half hour TV program
‘Peschardt’s People’ featuring
Governor-General Ms Quentin Bryce
AC talking about her fondness for wool
was broadcast on BBC World News.
Filming took place in the town
of Ilfracombe in central Queensland.
On the program, the GovernorGeneral talked of her memories of
growing up in the town, her family’s
wool connections and the region’s
wool industry.
The Peschardt’s People program
was broadcast to all 200+ countries on
the BBC network, reaching an audience
of 76 million people around the world.
View the program on the
Woolmark YouTube channel at
www.youtube.com/woolmarkonline
Left to right: Richard Ridge, Governor-General Ms Quentin Bryce AC, George Merriman.
The Governor-General launching the Campaign for
The Governor-General Ms Quentin Bryce AC: “I love to feel the fleece on a sheep's back.”
Wool at a press conference at Admiralty House.
6
off-farm
June 2011
Beyond the Bale
Campaign
Fast facts
l
The Campaign for Wool was
launched in Australia during March
to coincide with the start of the mid
winter retail season.
l The high profile launch event was
hosted by the Governor-General
Ms Quentin Bryce AC at Admiralty
House, Sydney.
l
Wool was showcased in front of
an audience of influential fashion
designers, retailers and the media.
F
Fashion designer Dion Lee and model wearing one of his designs.
The launch of the Campaign for Wool on the lawn at Admiralty House, Sydney. Left to right: AWI Chairman
Wal Merriman, Richard Ridge, Mr Michael Bryce AM AE, Governor-General Ms Quentin Bryce AC, George
Merriman, AWI CEO Stuart McCullough.
ollowing its successful launch in the
UK last year, the Campaign for Wool
is expanding globally in 2011 and has now
been launched in Australia.
Australia is the first of many countries
in which the Campaign is being rolled out
this year.
The Campaign was launched in
Australia at the end of March to coincide
with the start of the mid winter retail
season. The Campaign will involve a host of
events and retail promotions.
The Governor-General Ms Quentin
Bryce AC launched the Campaign in
Australia at an event she hosted at the
iconic Admiralty House in Sydney.
“This event brings together some of the
world’s top wool designers. It showcases
their imaginative, elegant creations,” she said.
“We Australians are enormously proud
of our fashion industry. Fashion and wool
go together.”
While sheep grazed on the harbourside
lawn, VIPs from the fashion industry and
media were showcased the best in wool
apparel by international designers including
Missoni, Richard Nicoll, Mark Fast and Martin
Grant and local designers Dion Lee, Josh
Goot, Collette Dinnigan and Jenny Kee.
Over 30 key apparel labels and retailers
supported the launch of the Campaign
by taking part in the fashion presentation
– they are also taking the Campaign’s
messages to consumers with in-store
promotions delivering increased awareness
about the natural benefits of wool.
AWI CEO Stuart McCullough said the
Campaign represents a new era for wool.
“Australian woolgrowers produce
the finest wool in the world. Tonight’s
campaign launch is a showcase of the best
June 2011
Beyond the Bale
off-farm
7
for Wool launched in Australia
in wool design, a testament to the success
“In my collections I think tailoring is a
of our industry.
fundamental part of how I design, and wool
“For far too long, Australian
of course is really the best fabric to use in
woolgrowers have received far too little for
any type of tailoring,” Mr Lee said.
their wool. It’s through programs like the
“But over the past few seasons we’ve
Campaign for Wool that we aim to lift the
also started doing knitwear, obviously all in
profile of wool and return some profitability Merino wools.
to Australian woolgrowers.
“I’m currently working on a summer
“The very first launch of the Campaign
collection at the moment and I’m using
for Wool was in London on Savile Row in
some wool organzas for summer; so there
October 2010 and I can think of no more
can be a lightness to wool at all times.”
fitting place to have the
Martin Grant, who is
first international launch
one of Australia’s most
“This event brings
than here in Australia, at
celebrated international
together
some of
the fibre origin of most
designers based in Paris,
the world’s top
of the world’s apparel
said wool has been a
wool designers.
wool garments.
favourite fibre of his since
It showcases
“The Board of AWI
the beginning of his career.
their imaginative,
has made a long term
“Wool has always
elegant creations” been the key fabric I use
commitment to this
Ms Quentin Bryce AC
program and we look
in my collections since
forward to working
the beginning. The core
alongside the patron His Royal Highness
of my collection is coats and tailoring so
The Prince of Wales and the Governorwool is very important,” Mr Grant said.
General along with other supporting
“In France, wool is referred to as a
international wool bodies to build this
‘noble fabric’. I have always favoured these
initiative into a truly significant international ‘noble’, natural fibres for their malleability,
event for wool.”
breathability and durability. I’m also
Fashion designers attending the event
Australian and wool is a very strong and
readily acknowledged wool as a premium
important part of our history.”
fibre of choice.
While the audience at the Campaign
Young gun of the Australian fashion
launch event was keenly admiring the wool
industry, Dion Lee, who won last year’s
apparel on display, they were also taking
L’Oréal Melbourne Fashion Festival
note of the fabulous wool carpet upon
Designer Award presented by Woolmark,
which the models paraded.
said he values wool for its versatility.
This 100 per cent wool carpet was
sourced from the Hycraft range of carpets
produced by Australia’s largest carpet
manufacturer Godfrey Hirst Carpets.
“Hycraft has been a proud Woolmark
licensee for more than 40 years, and we
are a keen supporter of the Campaign
for Wool,” said Hycraft Carpet’s business
development manager David Mitchell.
“The company has seen many changes
in the wool industry over the past 40 years.
The Woolmark logo still has enormous
recognition in the market and we hope that
the Campaign for Wool will provide wool
with a further boost, especially to the new
generation of consumer.
“Hycraft is distributing Campaign for
Wool point of sale marketing collateral
to our retailers around Australia. We will
be using the Campaign to help educate
consumers about the natural benefits of
wool carpets,” Mr Mitchell added.

More information:
View a video of the launch on the
Woolmark channel on YouTube at
www.youtube.com/woolmarkonline
www.campaignforwool.com.au
www.dionlee.com
www.martingrantparis.com
www.godfreyhirst.com/hycraft.html
Models showcasing wool apparel to the fashion
show audience at the launch of the Campaign for
Wool at Admiralty House, Sydney. The models
are parading on a 100 per cent wool carpet.
8
off-farm
June 2011
Beyond the Bale
Campaign promotes wool at retail
Fast facts
l Retailers around Australia are joining
the Campaign for Wool, an initiative
to help increase sales of wool product.
l An exhibition in Westfield’s stunning
new Sydney City premium centre
and Doncaster centre showcased
wool to customers.
l Australian retailers and business
owners are encouraged to get
involved in the Campaign –
information is available at
www.campaignforwool.com.au
M
ore Australians are reconnecting with
the natural benefits of wool as retailers
around Australia continue to join the
Campaign for Wool.
The Campaign for Wool, a global
initiative of which HRH The Prince of Wales
is Patron, was launched here in Australia
last month to coincide with the start of the
mid winter retail season.
Australian retail giant Westfield led the
way by hosting a novel wool exhibition,
which showcased the natural beauty of wool,
in its new Sydney City premium centre.
The exhibition explained the process
involved in transforming the natural fibre
from the sheep’s back to the final apparel
product at retail. It gave customers the
chance to touch and experience wool, in its
original state through to the high quality
garments they see on the shop floor.
Shoppers at the Westfield exhibition
could also admire the versatility of the fibre
in various commercially available garments
that were on show in the exhibition.
The exhibition subsequently headed to
Westfield’s Doncaster centre in Melbourne.
Meanwhile, all Australian retailers selling
wool are invited to join the Campaign and
celebrate the fibre that helped build the
nation. Many brands are already involved
(see box opposite).
Each partner is highlighting their
support for wool in its own fashion lines
by using shop window decals and in-store
showcards bearing the Campaign for Wool
and the new green Woolmark logos.
Country Road stores across NSW have
embraced the Campaign with a range of
cosy window displays, containing the shop
window decals and in-store showcards,
encouraging customers to support the
natural beauty of Australian wool.
“Wool is and always has been integral
to our brand philosophy so we are
delighted to support the Campaign for
Wool in Country Road and its sister brand
Trenery,” says Sophie Holt, Country Road
creative director.
“Making it a focal point of our windows
celebrates its many benefits but also draws
attention to wool at a time when our
customers start thinking about wrapping
up in the colder months ahead.”
It’s not just the big city stores that are
The public viewing the wool exhibition at Westfield’s new Sydney City premium centre.
getting involved in the Campaign; companies
from regional Australia are also using the
Campaign to help sell their wool products.
For example, Woolerina, based in
Forbes NSW, which produces and retails
Australian Merino wool apparel has joined
up to the Campaign.
“Wool is an iconic symbol of Australia
and Woolerina is very proud to support the
Campaign for Wool,” says Warwick Rolfe,
managing director of Woolerina.
“Woolerina produces 100 per cent
Australian Merino apparel at our base in
Forbes and we retail at shops throughout
regional Australia as well as online. We
hope our association with the Campaign
will help inform consumers about the
natural qualities and environmental benefits
of Australian wool.”
Information on how Australian retailers
and business owners can get involved in
the Campaign is available on the Campaign
for Wool Australia website. By registering
your support of Campaign for Wool, you are
joining a global campaign.

More information:
www.campaignforwool.com.au
www.countryroad.com.au
www.woolerina.com.au
Country Road storefront promoting wool.
off-farm
June 2011
Beyond the Bale
Trenery storefront promoting wool.
9
Campaign in-store showcards promoting the natural benefits of wool.
DESIGNER and brand SUPPORTers include:
Akira Isogawa
Alexander Wang
Camilla & Marc
Carl Kapp
Collette Dinnigan
Dion Lee
ELLERY
Frank Tell
Gail Sorronda
Gary Bigeni
Ginger & Smart
Jenny Kee
Josh Goot
Kirrily Johnson
Ksubi
Mark Fast
Martin Grant
Michael Lo Sordo
Missoni
Osman Yousefzada
Richard Nicoll
Romance was Born
Sandra Backlund
Sass & Bide
Scanlan & Theodore
Song for the Mute
Therese Rawsthorne
Thom Browne
Tina Kalivas
Willow
Arthur Galan
Country Road
David Lawrence
DECJUBA
Danielle Chiel
EMU
Hycraft
Liz Davenport
M. J. Bale
Morrison
Mountain Designs
One Teaspoon
R M Williams
SABA
Sabatini
Trenery
Wonderlux
Woolerina
M J Bale storefront promoting wool.
Campagin
showcards
on show
at the
Woolerina
stall at
the Old
Bus Depot
Markets in
Canberra.
Ginger & Smart storefront with Campaign window decals.
10
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June 2011
Beyond the Bale
Showcasing Aussie design talent
Fast facts
l Australian Merino wool apparel was
showcased to tens of thousands of
visitors at this year’s Sydney Royal
Easter Show.
l The Australian Wool Fashion
Awards, which helps introduce
young designers to the qualities of
wool, celebrated its 30th anniversary
this year at the Show.
l The Woolmark Fashion Parades,
which feature some of Australia’s
most iconic brands, returned to the
Show this year after a seventeen
year hiatus.
T
he Australian Wool Fashion Awards
(TAWFA) this year celebrated its 30th
anniversary of raising wool’s awareness
among designers and consumers.
Based at Armidale on the fine wool
growing New England Tablelands in NSW,
TAWFA organiser Liz Foster has helped
promote wool through the competition
to hundreds of budding designers over
the years.
“The Awards started in the early 1980s
and was designed to promote wool in
all its many aspects, but with particular
emphasis on developing wool’s role in the
international fashion world,” Liz says.
“The event started as a small local
fashion parade but soon grew to
importance, evolving into one of Australia’s
most enduring fashion competitions with
hundreds of entries each year across
many categories.
“The event started as
a small local fashion
parade but soon
grew to importance,
evolving into one
of Australia’s most
enduring fashion
competitions” Liz Foster
“One of the Award’s aims is to introduce
young designers to the wonderful qualities
of wool. Secondary and tertiary fashion
students not only have special categories
but can receive donated fabric to create
their entries. It’s a ‘grass roots’ education
for future fashion leaders.
“As a woolgrower myself, I want to
encourage and educate younger people
about the natural fibre so important to
many country areas.”
One hundred designs, all demonstrating
Models exhibiting the “Yetty” wool garments of 2011 TAWFA Supreme Award winner Jacquelyn Wellington
at the Sydney Royal Easter Show.
the versatility of wool, were shown in thirty
five parades during the Sydney Royal
Easter Show.
Sponsored by AWI, the Awards
each year showcase the latest wool and
wool blend fabrics. This year, very fine
lightweight wool chiffon was distributed to
many of the young designers to interpret
through their designs. The 2011 Awards
also included the inaugural Wool4Skool
category, initiated by AWI (see article on
opposite page).
In front of a large media contingent,
more than 70 prizes were awarded to 100
finalist entries in 12 categories. The winners
list included school and fashion college
students and recent graduates, as well as
previous and successful entrants.
Jacquelyn Wellington, who
graduated from UTS in 2010, took out
the Young Designer Award and the 2011
Supreme Award with her Yetty collection
of six garments. 
More information: www.tawfa.com.au
WOOLMARK FASHION
PARADES RETURN TO
THE EASTER SHOW
Returning to the Sydney Royal
Easter Show schedule this year
after a seventeen year hiatus, the
Woolmark Fashion Parades featured
some of Australia’s most iconic
brands such as R M Williams and
EMU alongside some of Australia’s
newest and most influential designer
labels including Carl Kapp, ELLERY
and Ginger & Smart.
The Woolmark Fashion Parades
ran twice daily for a week during the
Easter Show, and complemented the
TAWFA fashion parades. About a
million visitors to the Easter Show, all
potential new wool consumers, had
a chance to view the fashion parades
and see wool make fashion come alive.
As well as entertaining the
crowds, the return of the Woolmark
Fashion Parades to the Easter
Show also provided the designers
and retailers with a credible and
sophisticated branding and sales
opportunity.
off-farm
June 2011
Beyond the Bale
11
Wool4Skool makes wool cool
AWI marketing
projects coordinator
Renee Trad (left) and
AWI communications
manager Marius Cuming
(right) presenting the
winning Wool4Skool
prize to Thao Nguyen
(centre) of Caroline
Chisholm Catholic
College in Melbourne
during school assembly.
The two other students
are modelling the
winning design.
Fast facts
l AWI’s Wool4Skool competition has
been building an awareness of the
natural benefits and versatility of
wool among a new generation.
l Students entering the competition
had to submit designs for a new
school uniform that incorporated
various wool innovations.
l Teachers were also encouraged to
get involved – the competition was
aligned with a number of syllabus
areas of the curriculum.
S
chool students from across the country
have been learning about the benefits
and versatility of wool fabrics, by taking part
in AWI’s inaugural Wool4Skool competition.
The aim of the competition, targeted
at Australian secondary school students
in Years 9 and 10, was for the students to
redesign their school uniform using various
wool innovations. 65 schools from across
Australia registered for the competition.
The winners of the design competition
were announced at The Australian Wool
Fashion Awards (TAWFA) during the
Sydney Royal Easter Show, and made-up
versions of the winning entries paraded on
the TAWFA catwalk.
The winning Wool4Skool uniform
designs were also presented last month
at the schools of the students who
created them.
1500 students from Caroline Chisholm
Catholic College in Melbourne cheered
as Thao Nguyen was presented with the
winning cheque for $1000 while her winning
uniforms were paraded at a school function.
Meanwhile, Tempe High School in Sydney is
having the second prize winning uniforms
from Michelle Xiang and Nancy He on
display at the school to create discussion.
“My design was inspired by the Dalton
Academy Warblers from the TV show
Glee,” Ms Nguyen said. “Through the
competition I learnt a lot about fabric
innovations and the different types of wool;
I used the MerinoFresh, MerinoSet, some
wool-blend and anti-odour fabrics.”
According to the judging panel that
included RM Williams executive designer
Jonathan Ward and TAWFA manager
Liz Foster, the two winning entries were
successful because of their detailed
understanding of how using wool in the
garments transformed their uniforms.
“I was very impressed by the way the
students used the versatility of wool across
wovens and knits in many different items.
Together with the lightweight next to skin
fabrics it makes for a great opportunity for
students to interpret this great Australian
natural fibre,” Mr Ward said.
The Wool4Skool competition was
designed to be incorporated into the
Design and Textiles syllabus in schools and
a number of teachers took the opportunity
to place the competition within the
structured learning of the classroom.
Technology and textile teacher at the
winning school, Katrina Wheaton-Penniall,
said she placed Wool4Skool within her
teaching program as it fitted neatly within
the curriculum.
“Students were well engaged and
drawn to the project from the start, not
just because of the generous prizes but
because it empowered them to create
their own uniform. It worked well for the 17
students of mine that entered,” she said.
AWI Communications Manager Marius
Cuming, who came up with the original
idea of the competition, said Wool4Skool
brought together many skills from within
the wool industry.
“The Australian Wool Education Trust
funded the production of sample packs
that allowed the students to touch and
feel different wool fabrics. The AWI OffFarm R&D team had developed the fabric
packs which contained eight innovative
fabrics. It was also great that TAWFA
also incorporated Wool4Skool as one
of the categories in this year’s Awards.
The whole competition itself was run by
AWI in partnership with the Education
Department of NSW.”
Planning is now underway for the 2012
competition. 
More information:
www.wool.com
12
off-farm
June 2011
Beyond the Bale
Cast on with the Knit Kit
Fast facts
l There is a resurgence in knitting
with many people once again
experiencing the joy of making their
own garments out of wool.
l A new product for beginners, the
Knit Kit produced by Winning Wool,
is a kit containing all you need to
learn how to knit and make a scarf.
l
The Knit Kit is proudly made in
Australia and contains all Australian
products and is available for
purchase from Spotlight stores
around Australia.
K
nitting... Did you know Julia Roberts
does it, Sarah Jessica Parker does it,
even tough guy actor David Arquette does
it? Did you know the social networking site
for knitters ravelry.com has over 1.3 million
registered users? Have you noticed how
guerrilla knitting, or yarn bombing as it is
often known, is happening in cities and
towns all around the world?
Without a doubt, hand knitting is
in fashion.
There has never been such an
abundance of magnificent colours, textures
and weights of wool from which to choose.
So dig out your knitting needles and ball of
wool, and cast on...
But what if you have never knitted?
There are plenty of knitting groups around
the country and online forums that can
help you, or ask a friend or a relative.
Or pick up a Knit Kit, a new kit
containing all you need to learn how to knit.
Produced by Winning Wool and supported
by AWI the Knit Kit includes everything
you need to make a scarf including:
knitting needles, four balls of 100 per cent
Australian wool, an easy to read instruction
book, an instructional DVD and a carry bag
to take your knitting with you. The kits are
available in blue, black, green or pink wool.
“The Knit Kit takes the hard part out
of learning,” Bill Winning of Winning Wool
says. “With the instructional DVD you can
follow in the comfort of your own home a
live knitting teacher, Joanne Mansell, show
you step by step how to cast on, knit plain
then purl, and cast off. Once you have
mastered the art of knitting, you can use
the easy to follow scarf pattern to knit your
very own creation.”
The Knit Kit is proudly made in
The Knit Kit, available at Spotlight stores.
Australia and contains all Australian
products – you can be proud of your
finished product. The wool in the Knit
Kits is produced by Woolmark licensee
Australian Country Spinners, based in
Melbourne with a mill in Wangaratta, that
produces the Patons, Cleckheaton, Panda
and Shepherd brands of yarn.
The Knit Kit breathes new life into
the age old art of knitting and aims to
reconnect people to the unique features
and benefits of natural pure new wool.
The kits are available to purchase at
Spotlight stores around Australia or online
at www.winningwool.com. 
More information: www.winningwool.com
www.spotlight.com.au
www.auspinners.com.au
KNIT YOUR WAY TO A SHARE
IN $30,000!
Woolmark licensee Australian Country
Spinners and Spotlight invite you to
enter their knitting competition for
your chance to win a share in $30,000.
You can knit a scarf, hat, jumper,
cardigan, blanket, toy, novelty item,
ANYTHING!
Enter it into ONE of the following
three categories to win $10,000:
l Baby, child and teen
l
Men’s and women’s fashion
l
Homewares and pet fashion.
Your ball bands and receipt must
be submitted with your entry and the
name/number of the ACS pattern
or pattern book. Purchases of hand
knitting yarns or wool must be made
between 14 March and 31 July 2011.
A panel of judges from fashion
and media will choose one winner
from each category that shows how
much you love knitting… so send
in those cute, funny and absolutely
fabulous photos and WIN!!!!
The closing date for entries is 5pm
AEST on Sunday 31 July 2011.
For full Terms and Conditions,
entry forms and a list of yarns that can
be used in the competition, visit the
Australian Country Spinners website
www.auspinners.com.au or phone
1300 564 475.
Note: This competition is not being
run by AWI. All enquiries should
be directed to Australian Country
Spinners or Spotlight.
A jumper from the new knitting pattern book “Sweeeet!!” from Woolmark licensee Australian Country
Spinners. The jumper is made from Dreamtime 8 ply in their Patons range – it’s a beautiful, soft Merino wool
available in 10 eye-catching cute colours. The patterns were designed by John Macarthur of Purl Harbour.
June 2011
Beyond the Bale
off-farm
13
Knitwear
in fashion
Fast facts
l AWI with its famous Woolmark
logo is the presenting partner of a
high profile “knitwear in fashion”
exhibition in Europe.
l The exhibition demonstrates that
wool is the ideal natural choice for
knitwear.
l The exhibition is attracting the
fashion glitterati from around
Europe as well as fashion loving
consumers.
A
WI with its famous Woolmark
logo is the presenting partner of
the high profile “UNRAVEL: Knitwear in
Fashion” exhibition currently showing at
the prestigious MoMu fashion museum in
Antwerp, Belgium.
The exhibition, which shows the
fascinating story of the changing
relationship between fashion and knitwear,
is attracting fashion glitterati, as well as
fashion loving consumers and students
from around Europe and further afield.
The exhibition has received widespread
publicity in fashion magazines and blogs.
Woolmark manager for Benelux Ingrid
Oomen says that while the exhibition is
not limited to wool knitwear, the leading
presence of the Woolmark logo at the
exhibition and on the exhibition’s marketing
collateral is helping to ensure that wool is
forefront of visitors’ minds.
“We are proud to participate in the
MoMu exhibition – it shows the public in the
most exquisite way how versatile, luxurious
and comfortable knitwear is,” Ingrid says.
“The natural elasticity of Merino wool
makes it the obvious choice for knitwear.”
An exhibition launch took place in
March, attended by a mix of designers,
fashion aficionados, media and VIPs
including Australia’s ambassador in
Belgium, Luxembourg and the European
Union, Dr Brendan Nelson.
With a touch of humour Dr Nelson
enthusiastically spoke to the audience
about his slight sense for fashion, the
importance of wool for Australian farmers
and his associations
with knitwear.
“When I came
to see this I really didn’t
have much understanding
what it would be about,
other than that it would
be important to my
country and in particular
my country’s wool
producers. Until at least
tonight my impression
of knitting and fashion
was probably confined to
ladies knitting tea cosies
and Colin Firth’s character
in Bridget Jones Diary
when his mother gave him
Exhibition advert, designed by Paul Bordens. Tilda Swinton for
this horrible jumper for
Sandra Backlund, published in Another Magazine, Autumn 2009
Christmas!”
© Photography by Craig McDean, Styling by Panos Yiapanis.
According to the
ambassador, that
impression changed after he got a sneak
material fit the body, is an important reason
preview of the exhibition.
for designers to pick wool.
“I must say that this exhibition
“Nowadays, using natural unprocessed
has inspired and transformed my
sorts of wool is popular among the new
understanding of the importance of wool
generation of designers. This has to do
and knitting, and its role in fashion. But
with the sculptural and structure effects of
much more than that: its role in human
natural wool.
development in economic, social and
“With the current knitting trend and
cultural change.”
the popularity of knitwear among young
His tone became more serious: “We
designers, wool is definitely back as the
export almost half of the world’s wool and
material to express your own individuality.”
80 per cent of the super fine Merino. And
Working together with Woolmark suited
so for us, your use of wool, your innovative
the curator. “It went smooth and grew to
and inspirational adaptation and use of it is
become more than just a sponsorship. Many
extremely important to us.”
other projects were initiated, like workshops
The UNRAVEL exhibition comprises a
and the knitting days.”
quality collection of works by prestigious
Ms van Godtsenhoven believes the
fashion labels and leading designers,
exhibition is stimulating visitors to look at
inculding Vivienne Westwood, Missoni and
knitwear in a new way.
Sonia Rykiel.
“Knitwear has become such a part of
During a walk through the UNRAVEL
our daily lives and haute couture. Many
collection, Karen van Godtsenhoven,
people who love fashion mainly see the
co-curator together with Emmanuelle Dirix,
design. They look through the clothes and
explains why designers like to work with wool:
forget about the fabric. This exhibition pays
“It’s a natural and breathing material
attention to all of wool’s aspects and shows
that really suits knitwear. Thanks to the
how special the product really is.”
technique, wool helps creating living
The exhibition is open until 14 August. 
fabrics. That’s why knitwear initially
became popular as material for sportswear.
More information: www.momu.be
But also the suppleness, making the
www.wool.com/momu
14
off-farm
June 2011
Beyond the Bale
Merino: a fibre for all seasons
Fast facts
l Young Australian fashion designers
featured lightweight Australian
Merino wool in their spring/
summer collections at last month’s
Rosemount Australian Fashion Week.
l The collections demonstrate that
Merino is a natural fibre for all
seasons.
l AWI has developed relationships
with a new generation of Australian
designers, assisting them with yarn
and fabric sourcing.
O
nce a winter staple, Australian Merino
is now truly trans-seasonal and gaining
popularity in spring/summer collections.
The natural fibre was a star performer in
the spring/summer collections paraded on
the catwalk during last month’s Rosemount
Australian Fashion Week’s (RAFW).
Exciting local designers including
ELLERY, Ginger & Smart, Dion Lee and Toby
Maclean at flowers For a VagabOnd infused
their spring/summer 2011/2012 collections
with the trans-seasonal magic of Merino.
Ginger & Smart set the pace early with
an off schedule launch to their collection
with vibrant neons and feminine skirts and
dresses pumped up with masculine notes.
A navy jacket in wool georgette and a neon
yellow dress (see right) were standouts
supported by funky t-shirts of the lightest
luxe marle printed with silicon lettering and
teamed with flowing skirts.
Designer Genevieve Smart said the wool
pieces had been well received by buyers.
“Wool is such a beautiful trans-seasonal
fabric. It’s perfect for spring/summer as it’s
cool and breathable. And it feels beautiful
against the skin,” she said.
“Wool moulds well so it’s a dream to
work with. It also absorbs colour brilliantly
which is why we used it with the yellow. It
really makes the colours pop.”
The flowers For a VagabOnd’s
collection set a tone of its own with basic
blacks and whites and Merino used to
almost translucent effect. Designer Toby
Maclean draped sheer wool tops over slips,
mixing these with body contouring wool
jersey dresses.
Toby admits he has a soft spot for
Merino having grown up on a Merino farm
outside Walgett, NSW.
“Of course the type of wool we are
using now would just blow your mind. It’s
so soft when you put it on,” Toby said.
AWI is promoting the use of wool
throughout the global fashion industry,
working closely with local and international
designers to source and develop fabrics
and knitwear made from quality Merino.
Design partners are granted access to
the newest wool technologies from spinners
and weavers across the globe. The result
is fashion at its most innovative – bright
colours like those used by Ginger & Smart
and the superior drape of quality Merino.
AWI’s chief strategy and marketing
advisor Rob Langtry says building
relationships with the young guns of
Australian fashion and helping foster the
use of wool in the designers’ collections
encourages the use of wool in wider
apparel markets.
“AWI is pleased to continue supporting
Australian designers who showcase the
latest Merino wool developments as this
in turn educates consumers about the
benefits of Merino which is a key objective of
Woolmark’s global marketing campaign.” 
More information: www.rafw.com.au
www.gingerandsmart.com
www.flowersforavagabond.com
“Wool is such a
beautiful transseasonal fabric...
Wool moulds well
so it’s a dream to
work with”
Genevieve Smart
A Ginger & Smart design made from lightweight Merino
in front of the cameras at the spring/summer 2011/2012
Models wearing spring/summer designs by ELLERY line up in front of the media.
edition of Rosemount Australian Fashion Week.
off-farm
June 2011
Beyond the Bale
15
Designers sing wool’s praises
2011 L’Oréal Melbourne Fashion Festival Designer Award finalists: Lyna Ty and Melvin Tanaya of Song for the Mute, Kym Ellery of ELLERY, Lui Hon, Mary Lou Ryan of
Bassike, Trish Fairbairn of Laurence Pasquier, Stephanie Downey of Dress Up, Tim & Alex Britten-Finschi of From Britten (not pictured: Arnsdorf).
Fast facts
l Fashion label Song for the Mute has
won the L’Oréal Melbourne Fashion
Festival Designer Award presented
by Woolmark.
l Song for the Mute is becoming one
of Australia’s most notable new
fashion labels.
l The Woolmark brand continues its
long tradition of supporting fashion
creativity and emerging designer
talent.
“
It is amazing using wool, letting it
do what it does naturally; it is such a
breeze to use.”
So said Lyna Ty of fashion label Song
for the Mute to the audience at this year’s
L’Oréal Melbourne Fashion Festival (LMFF)
when the label was awarded the 2011 LMFF
Designer Award presented by Woolmark
and supported by Vogue Australia.
This is great news for Australian
woolgrowers because Song for the Mute
is becoming one of Australia’s most feted
new fashion labels with an emerging global
following.
Song for the Mute is the collective
talent of Parisian born, Italian trained
fashion designer Lyna Ty and award
winning graphic artist Melvin Tanaya. Their
winning menswear winter 2011 collection
features 80 per cent Australian wool and
has already been picked up by major
Australian and international stockists.
“They have a strong brand philosophy,”
said Vogue Australia editor-in-chief Kirstie
Clements. “What was really exciting was
the extent to which they embraced and
experimented with wool in their collection.
I wouldn’t be surprised to see them move
into womenswear as well.”
Song for the Mute won the Award
from a large and highly competitive field
of entrants. Eight finalists presented their
latest collections at an exclusive showing
for media and guests from the fashion,
apparel, retail and wool industries. The
finalists were Arnsdorf, From Britten, Lui
Hon, Dress Up, Bassike, Laurence Pasquier,
ELLERY and Song for the Mute.
Australian fashion industry
heavyweights, including LMFF Creative
Director Grant Pearce, worked together in
judging the eight finalists.
“The 2011 finalists were of an extremely
high standard and I am delighted to
announce that this is the first year that a
menswear label has won the award,” Mr
Pearce said.
This year the finalists were also
showcased on a public runway later in
the evening at the L’Oréal Paris Runway
Show presented by Vogue and supported
by Woolmark.
AWI fashion communications
manager Melissa Grace says AWI is proud
to continue to support the very best
Australian designers and in doing so help
educate future consumers about wool.
“AWI’s support for awards such as the
LMFF Designer Award is all part of our
strategy to engage, inspire and educate
emerging fashion designers about wool
and grow the global community of fashion
industry advocates for the Merino fibre,”
Melissa says.
“Through collaborations with leading
designers, AWI and the Woolmark brand
foster fashion innovation and showcase the
best qualities of Australian Merino wool to
the world.”
Song for the Mute win a prize to the
value of $20,000, including $10,000 cash
and a trip to attend either Première Vision
(Paris) or Pitti Filati (Florence) where they
will be introduced to Woolmark’s network
of mills and suppliers.
The LMFF Designer Award has helped
launch the successful careers of past
winners including designer labels: Romance
was Born, Toni Maticevski, Claude Maus,
Mad Cortes, Josh Goot, Yeojin Bae, Fredrich
Gray and Dion Lee.
Since winning the 2011 LMFF Designer
Award, Song for the Mute has been going
from strength to strength – in April they
were given the honour to close Men’s
Fashion Week in Singapore where more
than 1500 people attended their show and
they were awarded the ‘Young Designer of
the Year’ award.

More information:
www.wool.com/lmff2011
www.lmff.com.au
16
off-farm
June 2011
Beyond the Bale
producers, the Australian Wool Testing
Authority, the Melbourne wool selling
centre, the Wool Museum, Deakin
University and the Sheep CRC.
Seeing for themselves the beauty and
passion behind Australian wool, Mr Tian
said he would expect to see an increased
demand for wool from the group.
“We have been very impressed with the
systems behind Australian wool, the testing
the many benefits Australian wool has
and the measurement. The wool comfort
to offer across both apparel and interior
meter developed by the Sheep CRC looks
textile markets.
like something we could really use as we
Until coming to Australia in May, “wool”
are looking to replace Cashmere with
was simply another fabric, a commodity to
Merino where possible,” Mr Tian said
be bought and sold
On returning
for a price, according
to China, Zhang
to some of the 15
Sheng from the
“We have been very
Chinese delegates that
AWI Shanghai office
impressed with the
travelled to Australia.
confirmed the trip had
systems behind
But after visiting the
been a great success.
Australian wool,
country, its people,
“These trips
the testing and
its landscape and
are
very important
the measurement”
animals, “Australian
for
creating
new
hansen Tian
wool” now represents
business. Everyone
a fibre with substance,
that came across had
of known quality and importantly, a fibre of
a wonderful time and have made some
choice according to ShanghaiMart General
important connections. I am sure it will
Manager Hansen Tian.
make a difference with such big players
Organised by AWI’s Shanghai and
involved,” she said. 
Sydney offices, ShanghaiMart retailers
and designers visited woolgrowers,
More information:
brokers, scientists and retailers across
Hear more from Hansen Tian in the AWI
NSW and Victoria. The group visited
podcast “The Yarn” at
and met with Merino and Corriedale
www.wool.com/podcasts
Chinese traders find
a fibre with soul
Fast facts
l A delegation from the giant Chinese
retail trading centre ShanghaiMart
has been inspired by a tour of the
Australian wool industry.
l The delegation now regards
Australian wool as a fibre of
substance rather than a commodity.
l The group said that, where possible,
they were looking to replace
cashmere with Merino wool.
W
ith 30 floors containing 1200
retailers across 2.8 million square
feet, ShanghaiMart represents the might of
modern China.
As one the largest business to business
traders in China with over one million
visitors a year, it also has a strong hunger
for fibre to clothe and house a rapidly
developing nation.
After visiting Australia in May,
ShanghaiMart now also has a concept of
Hansen Tian,
General Manager
of ShanghaiMart
with Corriedale
producer Nick
Cole from the
Western District
of Victoria.
off-farm
June 2011
Beyond the Bale
Wool fit
for a Prince
1.
Woolgrowers from around Australia sent
in samples of their wool
In response to an idea raised by
woolgrowers at the AWI Annual
General Meeting, AWI rolled out an
initiative in January to enable Australian
woolgrowers to donate small samples
of their wool to be made into fabric
as a wedding gift for Prince William.
Woolgrowers from every wool-growing
region in Australia posted samples of
their wool to AWI.
4.
The bale at the combing plant in Italy
with the Alps in the background
The bale was sent to Biella, Italy where
the specialty combing plant Pettinatura
di Verrone owned by the Schneider
Group produced approximately 60
kilograms of wool top. As the premier
commission comber of small wool
batches, Verrone could process the raw
wool relatively quickly.
17
S
amples of Merino wool that were donated by woolgrowers from across
Australia have been turned into suit fabric as a wedding gift for Prince
William. The gift is a fitting gesture given that his father, the Prince of
Wales, initiated and is patron of the international Campaign for Wool.
Follow the journey of the donated wool, from fibre to fabric...
2.
The donated wool was packed at
Yennora, NSW
AWI received wool from 11.3 through to
38 microns in fibre diameter. The vast
majority of wools were either superfine
or fine Merino wool and therefore
perfect for suiting. The wool to be
made into suiting fabric was sent to the
Yennora Wool Centre, NSW for packing.
The broader wools will be sent to an
Australian manufacturer to be made
into a more suitable bedding product.
5.
Bulmer & Lumb manager Edward
Waterhouse with the finished cloth
The wool top was sent from Italy to
Woolmark licensee Bulmer & Lumb in
Bradford, England where it was dyed,
combed, spun, woven and finished into
luxury suiting fabric by Taylor & Lodge.
Over 100 metres of fabric were produced
from the donated wool, enough for 27
suit lengths. The remaining 26 will be
auctioned for charity.
PHOTO: Ross Parry Agency
3.
The 94 kilogram bale at Yennora ready
for despatch to Europe
6.
Some of the final Merino wool fabric
ready for tailoring
The fabric is a modern version of Bulmer
& Lumb’s award winning Lumb’s Golden
Bale flannel cloth as originally made
for H Lesser cloth merchants for their
exclusive clients along Savile Row. The
selvedge of the cloth reads: “Specially
woven in Huddersfield England by Taylor
& Lodge in fine Australian Merino wool to
celebrate the marriage of H.R.H. Prince
William & Kate Middleton 29th April 2011”.
Post script. Prince William’s aides are aware of this gesture from the Australian industry and when the fabric is presented to the
couple, all donors names will be included. A sample of the final cloth will be sent to all woolgrowers who donated wool.
18
off-farm
June 2011
Beyond the Bale
Snapshot:
AWI Hong
Kong
Hong Kong is one of the world’s major knitwear exporters and a global hub for sourcing wool garments.
Fast facts
l Hong Kong is a key region in the
global textiles industry, being the
knitwear and fashion centre of Asia.
l
The AWI Hong Kong office works
hard to increase the demand
for Australian Merino wool by
undertaking marketing, education
and product innovation.
l The AWI Hong Kong office
collaborates with a variety of
business partners and provides
marketing support to a range of
global brands and retailers.
A
WI’s Hong Kong office is ideally
located to play an important role in
increasing the global demand for Australian
Merino wool.
As the gateway for southern and eastern
Chinese wool processors and manufacturers,
Hong Kong is one of the world’s major
knitwear exporters and a global hub for
sourcing wool garments particularly for the
major US and European brands.
The AWI staff work hard for Australian
woolgrowers on the key tasks on marketing,
education and product innovation.
MARKETING
The AWI Hong Kong office provides
marketing support to a range of brands
and retailers.
For example, AWI recently worked with
two large retail brands in the region, Bossini
and Chicks, to provide marketing support
for the companies’ autumn/winter 2010
Merino knitwear collections.
The Bossini Group is one of the major
casualwear brands in Hong Kong and
China targeting younger customers.
Chicks has been one of the major premier
underwear brands in Hong Kong and
China for over 50 years.
The marketing involved, firstly, help in
providing window displays and point-ofsale material to draw customers’ attention
to Merino products, emphasise product
quality and thereby help increase sales.
Secondly, AWI provided in-house training
about Merino to the front-line staff of
the brands to help them promote Merino
products to their customers. The training
was interactive and well-received.
The marketing manager of Chicks Ms
Wing Fung said it was a very successful
joint promotion with AWI: “The number
of Merino pieces that we sold rose 166
per cent compared with last year – a 217
per cent increase in sales value. It was
undoubtedly a very successful campaign.”
AWI also helps companies from further
afield, including Australia, with their
marketing in the region. For example,
AWI recently helped wool bedding
manufacturer Wool Products Australia
Pty Ltd promote its products in Wing On
department stores in Hong Kong – one of
the largest retailers in the region. AWI also
provided training about the benefits of
wool to Wing On retail staff.
Wool Products Australia is a 100 per cent
privately owned and operated Australian
company, producing products under the
Woolstar brand. It has been a Woolmark
licensee for 14 years, and exports now make
up half of the firm’s total production.
Wool Products Australia’s managing
director Graeme Kerr says the Woolmark
logo is very important in Asian markets:
“They rely on it to know they are buying a
genuine product that has 100 per cent wool
content. It adds to their comfort, that they
know the product is what it claims to be.”
EDUCATION
The AWI Hong Kong office also helps
educate companies and students in
the region about Merino wool, regularly
off-farm
June 2011
Beyond the Bale
“The number of
Merino pieces
that we sold
rose 166 per
cent compared
with last year
– a 217 per cent
increase in sales
value. It was
undoubtedly a
very successful
campaign”
Wing Fung, chicks brand
holding seminars on technical topics,
such as manufacturing systems, as well as
promotional topics, such as the benefits of
Merino wool.
For example, AWI recently arranged
technical training about sweater
manufacturing and new innovations to
AWI’s brand partners and the supply chain.
The training was undertaken by Mr Yeung
Sau Wong, a senior technical services
manager at the Crystal Group, one of the
major sweater manufacturers in Hong
Kong, who has 45 years experience in the
sweater industries.
The training was well received by
everyone who attended the seminar. Mr
Oliver Tang, the fabric technologist at NEXT
Sourcing stated: “I am so glad that I had the
chance of participating in this conference;
I found it is very useful to my work.” The
senior merchandiser of DKNY, Ms Gabriel
Cheng, agreed: “This knowledge is very
informative and valuable to us. I am very
happy to have attended the training course.”
While AWI has over the past few years
focused training on the clothing and textile
trade, AWI is this year also promoting Merino
and the Woolmark brand to a younger
generation. This is done by providing
in-house training for the major educational
institutions, such as the Hong Kong
Polytechnic University (PolyU) and the Hong
Kong Design Institute, and high schools.
Hong Kong has world-class textile
education facilities that attract key
personnel from around the region. Their
fashion shows attract support, sponsorship
Top right: In-house Merino knowledge training at AWI
Hong Kong to staff of the Chicks underwear brand.
Bottom right: Staff in the AWI Hong Kong office
celebrating Chinese New Year.
and raw materials from many of the region’s
key knitwear and apparel companies.
AWI has been involved, building
relationships with young fashion designers
and encouraging them to use Merino
wool in their designs. For example, AWI
has partnered for the past four years with
Hong Kong PolyU’s Institute of Textiles and
Clothing, the country’s most prestigious
design school, to showcase Merino wool
in contemporary design at its annual
graduation fashion show.
PRODUCT INNOVATION
The AWI Hong Kong office is one of
the AWI offices most involved in the
development of new product innovations.
Working with its business partners, AWI
begins developing its new product offering
a full two seasons before the garments
start being sold in the shops. While this
might seem a long time, it takes time for
products to be developed and marketed,
and then for the garments to be ordered,
manufactured, transported and shelved.
There is a nine-month product
19
development phase, followed by the allimportant product marketing ‘window of
opportunity’, during which retailers and
brands in the Northern Hemisphere collect
product ideas for their collections.
One of the product innovations that
AWI Hong Kong helped develop was the
Merino Casual collection, which features
distinctive textures and finishes, to take
advantage of the global trend towards
casual-style dressing.
Director Bernia Chan of premium
knitwear manufacture Fenix Hong Kong
Ltd says: “AWI’s professional team has
developed a lot of new technologies for
our industry. The 3-D Merino knitwear
technology was one in particular that our
designers have used.”

More information:
www.wool.com
View a video about the work undertaken
by AWI Hong Kong office on behalf of
Australian woolgrowers, on the Woolmark
channel on YouTube at
www.youtube.com/woolmarkonline
20
selling more wool
on-farm
June2010
2011
September
Beyond
Beyond the
the Bale
Bale
Want a better cut?
Fast facts
l An estimated 80 per cent of
professional shearers could get
a better cut by using better
maintained handpieces with sharp
combs and cutters.
l AWI has produced a poster showing
how to keep handpieces in good
working order and combs and
cutters sharp.
l AWI funds training for ‘improver’
and professional shearers, as well
as for novice and improver wool
handlers.
Five Pillars of Shearing” and “The Four
Pillars of Woolhandling”. All three posters
are laminated and ready to display in the
Position
woolshed.
Make sure you’re not one of 80 per
cent not getting
Gear a true cut. Call the AWI
Freehand
Grip
Cut
Helpline on &1800
070 099 to order your
free set of “pillar posters” for your own
shed, or the next shed you’re heading to.
Entry
The “pillar methodology” is used by
preferred
Registered
Training Organisations
THE FIVE PILLARS
OF SHEARING
(RTO) in each state delivering AWI-funded
shearing industry training.
AWI is funding training for ‘improver’
and professional shearers, as well as for
novice and improver wool handlers.
To find out more about the AWI training
1. A well maintained handpiece with sharp combs and cutters will increase
program and/or government-funded
tallies and make the job easier.
training initiatives, please contact AWI’s
preferred training provider in your state 2. table
It’s estimated
shearers do not get a true cut.
see
below. that over 80% of professional

ARE YOU GETTIN
OVERVIEW
E
ight out of ten shearers could make
more money just by giving their
handpiece, combs and cutters a little
more attention.
“A well maintained handpiece with
sharp combs and cutters will increase
tallies and make the job easier,” says world
champion shearer, and shearer trainer,
Shannon Warnest.
“But an estimated 80 per cent of
professional shearers don’t get a true cut.”
AWI has worked with the industry’s
best shearing contractors and trainers to
produce a poster “Are you getting a cut?”
The poster shows how the professionals
keep their handpieces in good working
order and their combs and cutters sharp.
Straight-forward diagrams like the one
opposite show you how to set the right
pendulum height for grinding your gear.
When the pendulum is set up correctly, the
included angle on the disk puts a hollow in
the combs and cutters, so you get a scissor
action and the best possible cut.
The “Are you getting a cut?” poster is
backed up by two other AWI posters: “The
Make sure
More information:
AWI Helpline on 1800 070 099
you are notA one
of the 80%.
well maintained handpiece will increase
Do not
to rest
shearing tallies.
SETTING PENDULUM HEIGHT
1. SETTING
Draw a radial line
across the paper with
PENDULUM
a straight edge through the centre of the
HEIGHT
grinder shaft.
Pendulum
radial line across the paper
2. 1.Draw
Line upathe
pendulum’s bottom pressure
with a straight edge through the
bar with the radial line at the finish point.
3.
4.
TAK
centre of the grinder shaft.
2.Line up the pendulum’s bottom
Check that:
pressure bar with the radial line
• the pendulum isn’t damaged (shaft,
at the finish point.
pressure bar and positioning pins)
3. Check that:
• the face is clean
• the pendulum isn’t damaged (shaft,
pressure bar and positioning pins)
• the face is clean.
The direction of the sparks will show if
4.The direction of the sparks will show if
pendulum settings are right.
pendulum settings are right.
1.
2.
Radial Line
HORIZONTAL PENDULUM SETTINGS
AWI SHEARING AND WOOL-HANDLING TRAINING PROVIDERS
state
DON
training provider
Comb Set Up
NSW
TAFE NSW – Western Institute
Western Australia
CY O’Connor College of TAFE (Northern Region)
Western Australia
Great Southern TAFE (Lower Southern Region)
Victoria
SCAA
Pendulum
South Australia
TAFE SA - Regional
Queensland
QRITC
Tasmania
Primary Employers Tasmania
Disc
contact
phone
Ian Chapman
(02) 6840 2121
Stephen Madson
0409 080 243
Cutter Set Up
Disc
Gap approximately a
match head thickness
Peter Young
between tip and disc
Graham Shearer
at set up
Pendulum
0427 435 244
Bob Reid
Pin
Bottom pressure bar
Comb
Barbara Bishop
0427 604 255
Pin
Align bottom Richard
pressure Leahy
bar with the radial line
at the finish point to set
(08) 9892 8840
1800 337 709
0438 265 753
Cutter face
square to disc
TIP
• Mak
• Che
• Alwa
• Regu
June 2011
Beyond the Bale
selling more
on-farm
wool
21
Stopping the introduction of lice
Developing a biosecurity plan in
collaboration with neighbouring
farmers can help keep new lice
infestations out of lice-free flocks.
Fast facts
l I
n response to spreading lice
infestations in all states, local flock
protection plans can help prevent lice
being introduced into a lice-free flock.
l It’s important to work with your
neighbours to ensure that lice-free
flocks stay protected from lice.
l Nearly all new infestations begin
from contact with another infested
sheep.
“
ollaboration with neighbouring and
local farmers can greatly reduce the
risk of lice being introduced onto a property,”
advises woolgrower Tony Brooks of ‘East
Bungaree’, Hallett in South Australia.
Tony, who runs 3200 Merinos on the
hilly 2000ha property with his brother
Mark, has got together with a group of
producers from his local area to help
ensure that lice are not introduced onto
their properties.
“You need to get your neighbours
involved, you can’t do it individually,” Tony
says. “Nobody wants lice brought onto
their property – we’re all in the same boat.
So we work together keeping each other
informed about each of our management
practices and we’ve come to an agreement
on how best to collectively ensure that lice
are not introduced.
“We all shear at about the same time
– all within two months of each other. In
fact, I have had to change the timing of
my shearing to fit in with my neighbours,
so there are sacrifices – but it is definitely
worthwhile.
“We all get to know what chemicals our
neighbours are using, we all ensure that
our fences are well maintained, and we
all ensure that there are no woolly lambs
running with ewes.
“Our objective here at East Bungaree
is to retain the valuable attributes of our
Merinos – size, fertility and the ability to
thrive in pastoral country – but at the same
time improve the quality of wool they grow,
and we wouldn’t be able to do that if lice
were a problem here.”
Lice cost Australian woolgrowers more
than $120 million annually. They reduce
fleece weight and downgrade wool quality.
In addition, there are increasing
market requirements to minimise chemical
residues resulting from lice and flystrike
treatments, fewer control options with
the limiting use of diazinon for lice control
to one permit holder, and continuing
challenges due to the development of
resistance to some backliners.
If a producer has a problem with lice
on their property, they should they should
first implement effective eradication on
their own farm. It is best to be part of a
group of local producers who share this
aim – it’s even better and faster if they all
do it simultaneously.
Once a property has been established
as lice-free, a well-designed lice biosecurity
plan to avoid contact with infested sheep is
critical to keeping the property lice-free.
Nearly all new infestations begin from
contact with another infested sheep.
Sheep lice do not breed on animals other
than sheep, however goats may carry and
spread lice to and from sheep if there is
close contact.
Major sources of lice are:
l
Failure to kill all lice at the previous
treatment
l
Failure to treat all sheep on the
property
l
Infested sheep that stray onto a
property
l
Sheep which stray from the property,
come into contact with a lousy sheep,
and later return to the mob
l
Purchased or agisted sheep and sheep
brought in from other properties
l
However, infestations also result from
sheep missed at muster and therefore
left untreated in the previous year or
sheep not effectively treated at their
previous shearing.
“Prevention is better than cure,” says
Tony. “Getting all your neighbours on the
same wavelength is paramount. Once
you’re all working together, you’ll get on
top of the problem.”
More information:
www.wool.com/liceboss
22
on-farm
selling more wool
March
June2010
2011
September
Beyond
Beyond the
the Bale
Bale
Woolgrower Scott Pickering and Maremma
guardian dogs helping to protect his flock
at Cascade, north-west of Esperence, WA.
Farmers working with
farmers to control wild dogs
Fast facts
l A
WI has provided funding to
woolgrower groups to help tackle
the wild dog problem.
l In Western Australia the funding
has gone towards running Wild Dog
Management Planning Workshops
which have seen woolgrowers, AWI,
DAFWA and the Invasive Animals
CRC working together.
l Local wild dog action groups are
active in most states and are proving
an effective way to tackle the wild
dog problem.
A
WI is working directly with
woolgrowers to help reduce the
impact wild dogs are having on the
Australian wool industry.
Many wool-growing areas of Australia
face serious and costly problems with wild
dogs, which can ravage a property’s flock.
In fact, losses caused by wild dog attacks
are estimated, conservatively, to be costing
the Australian wool industry about $24.2
million a year.
Anecdotally, we’ve heard of one producer
with just 200 sheep left from more than
5000 purchased over the past seven years.
The financial burden of these devastating
attacks is such that some woolgrowers are
opting out of sheep due to the losses.
With the recent push towards
conservation, a reduction in station staff
numbers and a good season in some places,
wild dog numbers have been building up
across Australia.
With this increase in numbers,
landholders are coming together, with state
agencies and other stakeholders to begin a
coordinated effort to bring wild dog numbers
under control.
The Nil-tenure approach to
a landscape issue
Traditionally wild dog control in Australia
has been ad hoc, fragmented and under
resourced. But in 2001, a trial in southern
NSW saw land managers (public and private)
come together to trial a new ‘nil-tenure’
method of wild dog control. The trial proved
successful with stock losses reducing by an
average of 75 per cent per annum.
The nil-tenure approach encourages
the whole community to work with
government land managers to get on and
tackle the ‘real issue’ of reducing wild dogs,
not the short comings in aspects of control.
The nil-tenure approach promotes the
use of mapping and baiting as proactive
strategic methods to control wild dogs.
The biggest issue facing landholders
controlling wild dogs is the fact that they are
not pure bred dingos. These ‘hybrid dogs’ are
breeding all year round so young problem
dogs are in the environment all the time,
so landholders need to be proactive about
wild dog control all the time, whether that’s
baiting, using guardian dogs, employing a
trapper or using all of them together in a
proactive strategic manner.
No one technique will enable the
elimination of all wild dogs.
June 2011
Beyond the Bale
Western Australia
To help combat the issue in Western
Australia, AWI, the Invasive Animals CRC
(IACRC) and the Department of Agriculture
and Food WA (DAFWA) are working
together with landholders to reduce the
impact of wild dogs.
Over the past 10 months AWI has
assisted in the funding of Wild Dog
Management Planning Workshops across the
rangelands of WA.
The workshops have been well attended
and have seen over 200 woolgrowers
informed on the current best practice
methods to manage the impact of wild dogs
on the pastoral industry.
One of the attendees, John Nankivell
who runs 3000 Merino ewes in the West
Australian wheat-belt, said in his area
$6000 dollars worth of sheep were taken
down by just one dog, and he adds it could
have easily been more.
“Early observation is vital if you’re going
to handle something you’re not used to,” Mr
Nankivell says.
“The workshops were very beneficial as
they help farmers know what to look for.”
The Wild Dog Management Planning
Workshops are designed to be an open
group discussion between the attending
landholders on how everyone is managing
the wild dog problem.
Thanks to the IACRC, the National Wild
Dog Facilitator Greg Mifsud has also been
able to attend the workshops to discuss
control options with woolgrowers, bringing
them up to speed with the current research
and advances in the development of new
control techniques.
Wild dog workshop at a farm at Cascade, WA.
selling more
on-farm
wool
23
Biosecurity officer for DAFWA, Jim Miller,
where the dogs are travelling between the
organises the workshops, and demonstrates
two places,” Mr Miller says.
to woolgrowers the tools and techniques for
“You might get a dog on the first
wild dog control.
bloke’s place, but when they go through the
He says one of the best outcomes from
boundary fence onto the neighbours, the
the workshop is people are communicating
baits are on the other side of the property
with each other.
miles away.
“The workshops are getting people
“It just goes to show how important it is
talking again, re-establishing communication
to get people talking; neighbours need to
within industry
be talking about
which has been
what activity or
“The workshops are
lost for a long
dog sign they are
getting people talking
time; not only
seeing so they
again, re-establishing
do we need
can work together
communication within
neighbours to
in a coordinated
industry which has been
be talking, but
fashion to control
lost for a long time”
all stakeholders,”
the dogs before
Jim Miller, DAFWA
Mr Miller says.
they get to
“Greg Mifsud
livestock.”
is a mine of
Mr Miller says
information, he also shows the pastoralists
the workshops have consequently resulted
they are not alone with their struggle
in landholders deciding to work more closely
against dogs; it’s highlighting the stuff they
together.
are doing is on the right track.”
“More importantly, all of the groups
At the end of the workshops, landholders
involved will plan to hold one regionally
were provided with maps of their area
coordinated baiting across the rangelands in
and were asked to record dog movement
November. This should result in a continuous
corridors, areas of wild dog activity or
area of coverage spanning from Kalgoorlie
attacks and what control they are currently
in the south all the way to the Pilbara in the
putting in place.
north, This level of coverage has never been
This process was hugely successful and
achieved at the same time in this region.”
generated a huge amount of discussion
between neighbours. Mr Miller says this was
Farmers helping farmers
the biggest eye opener for pastoralists.
In 2004, five farmers got together
“One landholder may believe the dogs
with DAFWA to look at strategies to
are coming in from one direction, but his
combat wild dogs. With financial support
neighbour says they are actually coming in
from DAFWA and the Department of
from the other direction, so both guys are
Environment and Conservation, and
putting baits out but not actually targeting
continued on page 24
Maremma guardian dogs in a mob of sheep.
24
selling more wool
on-farm
continued from page 23
administrative assistance from the
Esperence Shire, a group was formed that
began a local effort to help control wild
dogs in the Esperance area of WA.
Six years later in 2010, The Northern
Mallee Declared Species Group (NMDSG)
became incorporated in the Esperance
area and now has 100 members, as well as
16 corporate members and employs two
full time doggers.
Chairman of the NMDSG, Scott
Pickering says already this year they have
put out 23,000 baits.
“We’ve found baiting to definitely
have an impact on wild dog numbers,” Mr
Pickering says.
“We have a very strategic approach to
baiting; we’ll look at dog activity and find the
best places to put baits for the best results.
“We’ve found baiting has been very
effective especially when the young dogs
are moving about.
“We also use a lot of hand baiting, which
allows us to be very specific in where we bait,
while aerial baiting from a plane is good and
efficient, you can’t really put it exactly where
June2010
2011
September
Beyond
Beyond the
the Bale
Bale
you want it in this type of country.”
Scott says the Wild Dog Management
Planning Workshops are important in
keeping wild dogs at bay.
“It is about educating landholders
about how traps work, how to track a
dog and to highlight to them the sort of
damage wild dogs do to sheep and the
best way to use baits.
NMDSG is to get a barrier fence around the
Esperance area.
“This will be the best way of controlling
the dogs in the long-term; it will also help
the croppers as it will keep the emus out
too,” Mr Pickering says.
Other local wild dog management
groups similar to the NMDSG, such as
the Carnarvon Rangelands Biosecurity
Association and the Gawler Ranges (SA),
have linked in with funding from AWI to
help deliver workshops to producers.
These groups are proactive and work
entirely to benefit producers.
“The best part about this group is it is
run by farmers for farmers, there is little
bureaucracy,” Mr Pickering says.
“If the NMDSG wasn’t here working on
the problem, dogs would be out of control
here in Esperance. We can have all the
support in the world to manage the problem
but at the end of the day nothing will get
better unless we get off our arse and do it!”
“The best part about
this group is it is
run by farmers for
farmers, there is
little bureaucracy”
Scott Pickering
“While we are getting some good
results at the moment, we cannot afford to
take out eyes of the ball.
“The NMDSG is quite strong and
proactive at the moment, but if there is
a change in the group we could be back
to where we were five years ago,” Mr
Pickering concedes.
While baiting and trapping are working
for the moment, the long term goal of the
More information: www.invasiveanimals.
com/research/goals/goal-1
www.wool.com/pestanimals
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
Gla arking
®
at m
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
selling more
on-farm
wool
June 2011
Beyond the Bale
25
Rebuilding the f lock
Fast facts
l I
mproved seasonal conditions and
market prices have encouraged
woolgrowers to focus on rebuilding
their flocks.
l The AWI network group
SheepConnect Tasmania is helping
sheep producers in the state to
optimise their flocks’ fertility.
l The ‘Wean More Lambs’ module
of the Making More From Sheep
manual is particularly useful.
W
ith the market for wool looking
bright, woolgrowers across the
country have been endeavouring to
maximise conception rates this autumn.
In Tasmania, the productive season
across the state this summer should
have seen most ewes and rams in good
condition going into joining.
For those producers still waiting to
put their rams out, recently appointed
coordinators for SheepConnect Tasmania,
Andrew Bailey and Catriona Nicholls, ran
some flock fertility workshops at Campbell
Town and Kempton to remind producers of
the key points:
• C
heck rams for soundness before joining
• C
onsider spike feeding rams with lupins
for increased fertility
• A
im to have all ewes in condition score
3 or better at joining
• M
aiden Merino ewes need to be at least
75-80 per cent of their mature weight
at joining.
“Managing ewe nutrition is the key to
ensuring optimum conception,” Cat said.
“Condition scoring is a quick and
reliable tool to manage ewes to meet
production targets and enable timely
decisions to optimise reproduction rates.
The actual condition score of the ewes
is the most important determinant of
ovulation rate.
“Minimum condition score 3 is the
target for ewes at joining. The target
condition score is a balance between
reproductive performance, stocking rate
and supplementary feeding costs.”
Rebuilding the flock is also a major
focus of the Making More From Sheep
program, of which Andrew Bailey is also
the Tasmanian coordinator.
The Making More From Sheep program
is a best practice package of information,
tools and learning opportunities
developed by AWI and Meat & Livestock
Australia for Australian sheep producers.
Almost 250 leading sheep producers and
technical experts helped develop 11 linked
modules in the program’s manual.
As the season progresses Andrew
and Cat will be working with producers in
Tasmania to ensure conception rates turn
into healthy lambs as spring commences.
More information: SheepConnect Tasmania:
Andrew Bailey,
andrew.bailey@utas.edu.au,
(03) 6336 5385.
Cat Nicholls,
cat.hot.tin.roof@bigpond.com,
0427 571 199.
Making More From Sheep program:
www.makingmorefromsheep.com.au
ABOUT SHEEPCONNECT
TASMANIA
SheepConnect Tasmania is the current
phase of a nine-year investment in
extension by AWI in Tasmania.
The current extension program
uses a balance of interactive meetings,
such as workshops and field days, and
communications such as newsletters to
help Tasmanian sheep producers improve
the profitability of their businesses.
A large majority of Tasmania’s
woolgrowers are involved in some way
in SheepConnect Tasmania.
About 300 Tasmanian woolgrowing businesses have been have
been involved in an extension activity,
and about 70 Tasmanian wool-growing
businesses are actively involved in a
network of eight SheepConnect groups.
A further 460 businesses in the
wider Tasmanian wool-growing
population are kept involved by
receiving hardcopy issues of the
program’s quarterly newsletter.
The services sector, including stock
and station agents, wool brokers,
agricultural consultants and Tasmanian
Government officers, are also involved.
A recent review of SheepConnect
Tasmania found that the program is
delivering strongly against its objectives
– in terms of numbers, topics and types
of activities and information provided.
There are also good early indications
that the program has impacted on
participants’ understanding, attitudes,
skills and intentions.
AWI state networks
AWI state networks provide opportunities for woolgrowers and producers to make changes to their production and management
practices. To learn more about how you can get involved, call the coordinator in your state/region.
Grower network group
Coordinator
Phone
Michelle Anderson
(02) 6391 3954
sheep.connect@industry.nsw.gov.au
Lyndon Kubiel
(03) 5761 1649
lyndon.kubeil@dpi.vic.gov.au
Bob Hall
(08) 9736 1055
bobh@hallandco.com.au
Sheep Connect SA
Ian McFarland
(08) 8226 0428
ian.mcfarland@sa.gov.au
Leading Sheep (Qld)
Tony Hamilton
(07) 4688 1270
anthony.hamilton@deedi.qld.gov.au
Sheep Connect TAS
Andrew Bailey
(03) 6336 5385
andrew.bailey@utas.edu.au
Bestprac (Pastoral)
Carlyn Sherriff
(08) 8842 1103
csherriff@ruraldirections.com
Sheep Connect NSW
BESTWOOL/BESTLAMB (Vic)
The Sheep’s Back (WA)
Email
To find out about the recent activities of the AWI state networks, read the latest edition of The Network’s News newsletter at www.wool.com/networks
26
selling more wool
on-farm
June2010
2011
September
Beyond
Beyond the
the Bale
Bale
Lifetime Ewe Management provides
Fast facts
l The Lifetime Ewe Management
program enables woolgrowers to
better understand ewe nutrition and
management.
l LTEM participants in Victoria have
increased their whole-farm stocking
rates by 14 per cent and lamb marking
percentages by 11 to 13 per cent
depending on enterprise type; annual
ewe mortality rates fell by 43 per cent.
l The estimated dollar benefits
from LTEM – in terms of increases
in number of lambs weaned per
hectare and reduced ewe mortality –
exceed $10/ewe/year.
W
oolgrowers are on to a winner
with the innovative Lifetime Ewe
Management (LTEM) program.
Not only are woolgrowers reaping very
large gains in productivity by managing
ewes to condition score targets and
increasing stocking rates, but a new study
has found that the delivery model is also
earning praise as a way of achieving
industry-wide outcomes.
LTEM assists sheep producers to
improve their understanding of ewe
nutrition and management. The course
is small group-based, with about 500
producers currently involved in near 100
LTEM groups nationally.
Between 2006 and by the end of 2010,
more than 220 sheep producers – that
manage near a million ewes – had completed
the LTEM program, and LTEM consultant Dr
Jason Trompf and colleagues have studied its
impacts. The survey findings are, simply, huge.
“We looked at the changes in
knowledge, attitudes, skills, management
practices and aspirations of 182 sheep
producers in Victoria who’ve participated in
the two-year program so far,” he said.
“LTEM participants increased their
whole-farm stocking rates by 14 per cent
and lamb marking percentages by 11 to 13
per cent depending on enterprise type; and
decreased annual ewe mortality rates by 43
per cent.
“Basically, these improvements were
consistent regardless of year, region and
how innovative participants were at the
beginning of the program.
Condition scoring training. “Their estimated dollar benefits from
LTEM - in terms of increases in number of
lambs weaned per hectare and reduced
ewe mortality - exceed $10/ewe/year.”
Facilitated by Rural Industries Skill
Training (RIST) and supported by the
Sheep CRC and AWI, the basic ingredients
that LTEM participants repeatedly practice
to achieve production targets are:
• condition scoring
• pasture quantity and quality
assessment
• feed budgeting.
Dr Trompf says the appeal of the LTEM
program is largely due to the small group
model that is used.
PHOTO: Chris Shands I&I NSW
“This sees producers in a district
working with their flocks though the entire
reproduction cycle under the hands-on
guidance of a skilled local facilitator.
“We believe the design of the LTEM
program provides a blueprint for future
extension programs striving to achieve
widespread practice change.”
The model clearly involves a ‘user-pays’
aspect, where farmers make a significant
time and financial contribution to the
program, which is shown to provide added
incentive to optimise learnings.
He adds that it’s also addressing a
national imperative.
“The Australian sheep flock has declined
selling more
on-farm
wool
June 2011
Beyond the Bale
27
productivity increases
from over 170 million sheep in 1990 to about
70 million sheep now. At current turnoff
rates, the national flock will continue to erode
and the ability to meet projected demand for
wool and sheep meat requires a significant
improvement in lamb marking rates.
“However, reproduction efficiency
across the Australian sheep industry
has changed little over the past 15 years
with the average marking rate remaining
constant around 80 per cent.
“LTEM directly addresses this, and, if
the LTEM impact could be achieved across
25 per cent of the national ewe flock, we’d
increase the number of lambs weaned by
more than one million/year,” he said.

More information: www.lifetimewool.com.au
www.rist.com.au/lifetime_ewe_management
Dr Jason Trompf: 0408 386 896
Darren Gordon, RIST LTEM Program Leader:
0408 114 656, dgordon@rist.com.au
LTEM SURVEY
RESULTS IN DETAIL
1. Farm level changes
LTEM participants made significant
changes in their whole-farm stocking
rate, lamb marking percentage and
ewe mortality during their participation
in Lifetime Ewe Management.
2. Skill development
Skill levels of the producers changed
significantly over the course. Initially,
participants rated their abilities at
less than 2.6 out of 5, whereas by the
completion of the course they rated
their ability at more than 4 out of 5.
The skills that participants performed
the highest by the completion of the
program were condition scoring and
allocating ewes to paddocks based
on energy requirements and energy
available. Skill level ratings are: 1, low
skill level to 5, high skill level.
A crowd gathers to examine the sheep at a workshop.
Pre-LTEM
Post-LTEM
Change (%)
Property size (ha)
1295
1316
+2%
Area cropped (ha)
121
207
+71%
11.4
13.0
+14%
Lamb marking % - crossbred
111
125
+13%
Lamb marking % - Merino to Merino
75
83
+11%
Farm characteristics
Productivity measures
Stocking rate (DSE/ha)
Lamb marking % - Merino to other
84
94
+12%
Annual ewe mortality rate (%)
4.9
2.8
-43%
Pre-LTEM
Post-LTEM
Calculating the metabolisable energy (ME) balance
between ewe requirements and pasture availability
Management skill
1.47
4.17
Condition scoring
1.71
4.33
Managing ewes to condition score targets
1.86
4.18
Precise supplementary feeding decisions
2.04
4.17
Assessing pasture quantity and quality
2.13
4.18
Paddock allocation based on ME requirements and ME
available
2.23
4.29
Managing a higher stocking rate system
2.26
4.07
Interpreting feed quality tests
2.54
4.18
The LTEM program was developed as part of the Lifetimewool Project in collaboration with RIST Victoria. Lifetimewool was funded
by Australian woolgrowers through AWI and by five state Departments of Primary Industries and Agriculture. With over $225,000
assistance from AWI earlier this year, funding was extended to ensure the LTEM course ran in 2011.
28
selling more wool
on-farm
June2010
2011
September
Beyond
Beyond the
the Bale
Bale
Using phosphorus efficiently to red
Fast facts
l Peak P – when demand for
phosphorus (P) outstrips supply – is
now not expected to occur in the
near future.
l Pursuing ways to improve the
effectiveness of fertiliser P use will,
nevertheless, provide opportunities
to improve the profitability,
sustainability and the environmental
credentials of Australian agriculture.
l A new tool provides information
on adequate P levels, return on
investment and stocking rates – to
help producers in their P application
decision making.
P
On some farms, immediate fertiliser input savings of up to 30 per cent may be possible by using soil testing
more effectively and managing soil P fertility in a targeted way.
hosphorus (P) plays an essential role
PHOTO: CSIRO, Plant Industry
in grazing businesses and accounts
for about 10 per cent of all expenses. It
are of lower quality or harder to extract, the roots can explore soil for nutrients more
is the largest single overhead cost after
cost of P fertiliser will continue to increase,”
effectively and capture less-accessible P,
labour costs. So it is not surprising that the
Dr Simpson says.
which is already in the soil.
availability of affordable P supplies and
“It is important to remember that P
“There may also be gains to be made by
their efficient use are of great interest to
is a finite resource and we need to use it
rethinking how fertilisers deliver P to plants.
woolgrowers.
efficiently.”
Efficiencies such as this have been used in
In 2009, there were fears that within
Presently, Australia sources about half
the grains industry for many years because
25-30 years, global P supply might no
of its annual P requirements domestically
it has been possible to band P fertilisers
longer keep up with demand resulting in a
and the remainder from overseas. At a
close to seeds at sowing.”
sharp increase in the cost of P fertilisers.
national level we apply about four units
Dr Simpson says while R&D will take
However, following a reassessment of
of P as fertiliser to produce products that
several years to trial these concepts in the
the size of world P resources, high quality P
contain only one unit of P. The difference
field, there are some immediate gains to be
reserves are now thought to be four times
(about three quarters of the P used in
made on farms.
larger than previous estimates and the
agriculture) accumulates in the soil. This
“There is evidence to suggest that
risk of Peak P in the foreseeable future is
is an inefficiency that Dr Simpson says is
some farm businesses are not following
relatively low.
being addressed by research.
‘best practice’ fertiliser recommendations
While there will always be some
Dr Simpson says P use efficiencies vary
and are operating at soil fertility levels
uncertainty about the size of global P
between Australian farm enterprises, with
in excess of the level necessary for
reserves, debate about
grazing being typically 20-40
maximum production.
the sustainability of P
per cent efficient (about 5 units
“On these farms, immediate fertiliser
“It is important
is inevitable due to the
of P are applied as fertiliser
input savings of up to 30 per cent may
to remember
crucial role fertilisers
to achieve one unit in farm
be possible by using soil testing more
that P is a finite
play in food security.
products), and cropping being
effectively and managing soil P fertility in a
resource and
Pasture agronomist
typically up to 60 per cent
targeted way.”
we need to use
with CSIRO’s Sustainable
efficient.
When making P application decisions
it efficiently”
Agriculture Flagship,
“If improvements to P use
for their property, woolgrowers can use
Dr Simpson
Dr Richard Simpson
efficiency were easy, we would
the new ‘Five Easy Steps’ tool (see article
points out that while it
have already done it; we need
opposite). This tool provides information
is good news P shortages are probably not
to start looking outside the box to find
on adequate P levels, return on investment
imminent, it is not an excuse for delaying
more gains.”
and stocking rates.

action to find ways to use P more effectively
However, inefficiency associated with
in agriculture.
P use, especially in grazing enterprises,
More information: View the slides that Dr
“We have seen the price of P fertiliser
also represents a potential opportunity to
Simpson presented at the AWI/MLA R&D
double over the past decade and as the
reduce costs.
Insights forum in March on the AWI website
world moves to mine new P reserves, which
“We are investigating how plant
at www.wool.com/RnDInsights
selling more
on-farm
wool
June 2011
Beyond the Bale
uce costs
Making
fertiliser pay
Up to 30 per cent of soil tests show
soil phosphorus (P) levels are above
optimum, suggesting many producers
could justifiably decrease P applications
without impacting on production.
A new tool is now available to help
woolgrowers make accurate decisions
regarding the application of P. The tool
was developed by CSIRO and Industry
& Investment NSW with funding from
Pastures Australia, which includes AWI.
The ‘Five Easy Steps’ tool
combines years of research, data
and on-farm trials into five steps for
woolgrowers to follow and help them
when making decisions around an
investment in P.
Importantly it is still the
woolgrower that makes the fertiliser
decisions, not the tool. 
More information: The tool can be
downloaded from the AWI website at
www.wool.com/soils
For more information or assistance
with the use of this tool contact
Stuart Burge on (02) 6452 4199
or stuartburge@bigpond.com
29
The five steps to ensure you are making
money from superphosphate:
Step 1: Use soil testing to assess
the P-fertility status of your soil
This introductory step provides a
series of practical guidelines about
how to take soil tests properly.
Importantly, this section of the tool
also helps woolgrowers interpret
results from both Olsen and Colwell
extractable-P soils tests including
predicting what is the optimum or
target P level.
Step 2: Determine the stocking rate
that is appropriate for your current or
projected soil fertility level
With the main reason for applying
P to pasture being either to increase
or maintain stocking rates, the tool
helps woolgrowers predict the
added or potential carrying capacity
of the pasture.
Step 3: Determine how much P needs
to be applied given your projected
stocking rate and soil P status
As P can be an expensive cost for
grazing properties, developing a
strategy for P application can be a
key way to help woolgrowers reduce
costs while maximising productivity
from the pasture. The options available
to woolgrowers are either to maintain
current fertility, increase fertility or
perhaps even allow P levels to decline
and the tool assists in this decision
making process.
Step 4: Check that the proposed
investment in P-fertiliser and/or
livestock will generate an acceptable
return
There is no point of investing, if you
are not going to see a return to your
bottom line. The tool features a cash
flow budgeting tool to examine the
likely income and potential returns on
investment when applying fertiliser to
increase carrying capacity. A useful
aspect of the tool is its capacity to
ask “what if” and evaluate changes in
fertiliser price and gross margins for
different animal enterprises. It also
provides an estimate of the payback
period and an internal rate of return
after five and again after 10 years.
Step 5: Think through any other
factors that might modify your decision
to apply P
The tool also provides information on
other considerations for woolgrowers
before they apply P. These include
levels of other nutrients, pasture
composition and grazing management.
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TE C H N O L O G Y
24/05/11 3:23 PM
30
selling more wool
on-farm
June2010
2011
September
Beyond
Beyond the
the Bale
Bale
Peter Westblade Memorial Meri
Fast facts
l The Peter Westblade Memorial
Merino Challenge aims to examine
both the meat and wool components
of the entrants’ teams.
l Results from the Wool Challenge
show the importance of getting
the mix right between high fleece
weight and low diameter to
maximise wool income.
l There were teams that had both
high wool and high meat value.
T
he first wool assessment in the Peter
Westblade Memorial Challenge
(PWMMC) was undertaken in April 2011.
The PWMMC, which incorporates a
Wool Challenge and a Meat Challenge,
aims to address the growing interest in the
carcase traits of young Merinos whilst still
maintaining a focus on wool traits.
The PWMMC commenced in April
2010 with a total of 1500 wethers. The
Challenge had 50 teams of 30 wethers
from across Australia that were randomly
allocated into a Meat Challenge and a
Wool Challenge.
The 750 Meat Challenge wether lambs
were put through a Riverina feedlot
and processed at Fletcher International
Exports Dubbo in August 2010. The results
were reported in the March 2011 edition of
Beyond the Bale.
The remaining 750 Wool Challenge
wethers, 15 from each of the 50 teams
have been running together at the Temora
Agricultural Research and Advisory
Station NSW since April 2010 as a
standard wether trail to assess key wool
traits and fleece and mutton value. The
wethers were re-shorn in April 2011. The
second shearing will be in April 2012.
Craig Wilson & Associates and Moses &
Son woolbrokers along with flock entrants
have been the driving force behind the
PWMMC, with NSW Department of
Primary Industries sheep and wool officers
playing an integral part, overseeing the
tens of thousands of measurements and
data processing.
Results
The wool income results in Table 1, based
on the five year average wool price,
show the importance of getting the mix
right between high fleece weight and
low fibre diameter to maximise wool
income. Increasing wool income per
head is achieved by bending the normal
antagonistic correlation between fibre
diameter and fleece weight. The teams
ranked in the top 10 have been able to
reduce fibre diameter and increase fleece
weight compared with the lower grouped
teams. There was little difference in body
weight, staple strength, staple length and
mutton value between the teams grouped
in the 20 percentile bands (ie groups of
teams ranked 1 to 10, 11 to 20, 21 to 30, 31 to
40 and 41 to 50) ranked on total wool value.
The April 2011 wool value ($62.68/head)
was 67 per cent higher than the five year
average wool market value ($37.46/head).
Table 1. Teams ranked on wool value per head (five year average wool market)
Percentile Groups
Team Ranking
Micron
Dev
Greasy
Fleece
Weight Dev
Clean
Fleece
Weight Dev
Body
Weight
Dev
Staple
Length
Dev
Staple
Strength
Dev
$ Wool
Value
5 yr Market
unit
micron
%
%
%
mm
N/Ktex
$/head
Teams ranked 1 to 10
-0.7
108%
108%
102%
+0.2
+1.4
+$6.36
Teams ranked 11 to 20
+0.3
108%
109%
102%
+1.4
-0.5
+$1.90
Teams ranked 21 to 30
-0.2
98%
98%
100%
+1.0
-1.0
-$0.38
Teams ranked 31 to 40
-0.4
94%
93%
97%
-2.5
-0.7
-$2.17
Teams ranked 41 to 50
+1.0
92%
93%
99%
-0.1
+0.7
-$5.17
Averages
18.9
6.3
3.9
51.6
99
25.0
$37.46
Table 2. Teams ranked on mutton value (five year average mutton market)
Percentile Groups
Team Ranking
Micron
Dev
Greasy
Fleece
Weight Dev
Clean
Fleece
Weight Dev
Body
Weight
Dev
Staple
Length
Dev
Staple
Strength
Dev
$ Wool
Value
5 yr Market
unit
micron
%
%
%
mm
N/Ktex
$/head
Teams ranked 1 to 10
+0.8
107%
108%
112%
+3.7
+1.2
+$0.06
Teams ranked 11 to 20
-0.2
101%
101%
105%
+1.5
-0.4
+$0.83
Teams ranked 21 to 30
+0.4
102%
103%
100%
+1.4
+0.2
+$0.32
Teams ranked 31 to 40
-0.3
99%
97%
95%
-3.8
-1.3
-$0.11
Teams ranked 41 to 50
-0.6
92%
91%
89%
-2.8
+0.3
-$1.10
Averages
18.9
6.3
3.9
51.6
99
25.0
$37.46
selling more
on-farm
wool
June 2011
Beyond the Bale
31
no Challenge results
Wethers shorn 20 months old with 12 months wool
Wool Value
April 2011
Market
Mutton Value
Ave 5 Yr
Market
Mutton Value
April 2011
Market
$/head
$/head
$/head
+$13.97
+$0.69
+$1.00
+$1.89
+$1.51
+$2.34
-$0.81
+$0.37
+$0.54
-$1.90
-$2.07
-$3.19
-$13.16
-$0.50
-$0.68
$62.68
$47.82
$89.44
year average (green dots) and April 2011
market (orange dots). The April 2011 market
shows greater spread between the teams
compared to the five year averages. The
teams that are in the top right quadrant are
more likely to be able to take advantage of
varying market fluctuations.
Craig Wilson believes that maximising
profits can be achieved by optimising
fleece weight, fibre diameter, growth
rate and fertility, with the least risk and
greatest rate of gain by combining the
use of Australian Sheep Breeding Values
(ASBVs) with astute visual selection.
Over 250 people attended the
shearing and dinner and $27,000 was
raised to start the Peter Westblade Trust
to assist aspiring young woolgrowers with
travel and educational opportunities to
further their careers. 
More information:
Craig Wilson, Craig Wilson & Associates,
craigwilsonlivestock@bigpond.com
Figure 1. Combined wool and meat values for both
the five year average wool and meat market
current wool and meat market
$25
AVERAGE MEAT VALUE $/HEAD DEVIATION
The 20 percentile groups based on five
year average mutton value in Table 2 show
a strong relationship with bodyweight,
fleece weight and fibre diameter but little
relationship with wool value.
The April 2011 mutton value ($89.44/
head) was 87 per cent higher than the five
year average mutton value ($47.82/head).
Based on the five year average wool
and meat market the combined value of
wool and mutton is $85.28/head with
nearly $13/head difference between the
average of the top 20 per cent compared
to the average of the bottom 20 per cent.
The top 20 per cent under this market
scenario are associated with higher fleece
weight and body weight.
Based on the April 2011 wool and
mutton market the combined value of wool
and mutton is $152.12/head with nearly
$29/head the difference between the
average top 20 per cent compared to the
average bottom 20 per cent.
Figure 1 presents the combined wool
and meat per head value for both the five
$20
Low Wool and
High Meat Value
High Wool and
High Meat Value
Low Wool and
Low Meat Value
High Wool and
Low Meat Value
$15
$10
$5
$0
-$5
-$10
-$15
-$20
-$25
-$20
-$15
-$10
-$5
$0
$5
$10
$15
$20
$25
AVERAGE WOOL VALUE $/HEAD DEVIATION
Wethers valued off shears at 20 months old
Wool Value
April 2011
Market
Mutton Value
Ave 5Yr
Market
Mutton Value
April 2011
Market
$/head
$/head
$/head
-$3.25
+$7.84
+$12.87
+$2.23
+$3.44
+$5.37
-$1.03
+$0.21
-$0.01
+$1.45
-$3.68
-$5.67
+$0.61
-$7.81
-$12.57
$62.68
$47.82
$89.44
Woolgrower Des Ryan of “Pine Dale” Gidginbung at the Temora Agricultural Research and Advisory Station.
32
selling more wool
on-farm
June2010
2011
September
Beyond
Beyond the
the Bale
Bale
Making sheep more productive
Fast facts
l The popular “It’s ewe time!” forums
are being held in July and August at
nine centres across Australia.
l Specialist speakers will cover topics
covering animal health, nutrition,
reproduction, genetics and market
outlooks.
l The forums are being run as part of
the AWI and MLA funded Making
More From Sheep program.
A
nother round of the highly popular
“Its ewe time!” forums will be held this
year, in response to industry requests for
another opportunity to tap into the latest
sheep production ideas and tools.
All events held in the eastern states in
2010 were brim-full with wool and lamb
producers looking to accelerate their
production and make the most of the
market.
The round of 2011 forums will be held
in July and August at nine centres across
Australia – including WA, with specialist
speakers focusing on “take home and do”
topics covering livestock health, nutrition,
reproduction, genetics and market outlooks.
While the wool market is providing
positive returns to producers, there’s
a strong view that under these
circumstances, now is the time to invest in
considering what new ideas and tools can
work on a farm.
The “It’s ewe time!” forums – run as part
of the Making More From Sheep program
– highlight the importance of making every
ewe count to:
l
wean 10 per cent more lambs per
hectare
l
achieve 10 per cent more carcase
weight; and
l cut 10 per cent more wool.
AWI CEO Stuart McCullough says
the forums will highlight the imperatives
and opportunities coming from the latest
R&D work.
“There is ample research and best
practice to apply on farm to help lift
profitability, so I urge wool and lamb
producers to consider attending a forum to
keep in touch and fine tune enterprises for
ongoing success,” Stuart says.
The forums are full day events and will
be held at regional centres around Australia
(see advert opposite). To book a seat at
your closest forum call 1800 675 717.
AWI and MLA are supported in the
delivery of the forums by the event
partners Sheep CRC, Elders, Landmark
and Ruralco and the event supporters
Sheepmeat Council of Australia and State
Primary Industries Agencies.
Making More From Sheep is a bestpractice package of information, tools and
learning opportunities for Australian sheep
producers funded by MLA and AWI. The
website contains all the content within the
Making More From Sheep program including
the producer’s manual and CD-Rom, and
information about learning activities.

More information:
www.makingmorefromsheep.com.au
The fascinating
story of wool
Fast facts
l The entertaining and educational
book The Story of Wool has been
recognised as a “Notable Book” in
this year’s Children’s Book Council
of Australia’s (CBCA) Book of the
Year Awards.
l The book covers the whole wool
pipeline, from sheep through to wool
products in the shops.
T
he importance and relevance of our
wool-growing industry to young
Australians has been recognised by the
announcement that The Story of Wool
has been named a “Notable Book” in the
Children’s Book Council of Australia’s
(CBCA) Book of the Year Awards.
The Story of Wool was acknowledged
by the CBCA as an outstanding entry,
documenting factual material in an
imaginative and entertaining style.
AWI project manager Claudia Wythes
welcomed the news and says that while the
book is principally aimed at school children,
it will also be of interest to anyone looking
for an accurate and comprehensive picture
of the modern Australian wool industry.
“The 68-page book is packed with
fascinating facts, colourful photographs
and fun illustrations bringing the wool
industry to life for readers of all ages,”
Claudia says.
“It takes readers through the whole
wool pipeline, from the sheep themselves
and how woolgrowers manage them,
through wool harvesting, to how the fibre
is made into a wide range of wool products
for consumers.”
The Story of Wool is the latest title in the
award-winning Workboot Series, published
by the Kondinin Group with support from
AWI, the Department of Agriculture,
Fisheries and Forestry, WoolProducers
The Story of Wool is a fun and educational read
about the wool produced by Australia’s woolgrowers.
Australia, the Australian Wool Education
Trust and Animal Health Australia.

More information:
To buy a copy of The Story of Wool,
contact the Kondinin Group on 1800 677
761 or visit www.kondiningroup.com.au.
The book (hardback) costs $24.50 or
$17.45 for Kondinin Group members. A
Wool Resource Kit to help school teachers
undertake classroom activities about wool
is also available for $53.90 or $49.50 for
Kondinin Group members.
selling more
on-farm
wool
June 2011
Beyond the Bale
your invitation
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Page 1
It’s Prime Time to
grain finish your lambs
Find out how to make the most
of grain to boost lambs slaughter
weights and increase compliance
to market specifications at a:
‘Grain
Finishing
Lambs’
Workshop
Thursday 28
October, 2004
Meeting Room,
Bendigo Livestock Exchange,
9.30am to 12.30pm
(light lunch to follow)
Program
• Principles of sheep nutrition
• Feedlot rations
• Budgeting a lotfeeding program
• Setting up and managing a feedlot
• Animal health issues
• Selecting and monitoring lambs
• Fat scoring and carcase assessment (exercise)
• Farmer’s perspective (personal experience of participants)
Note: BYO calculator and paddock wear
Presenters:
Gary Hallam, Sheep and Wool Specialist, Department of Primary Industries, Horsham
Kieran Ransom, Sheep and Wool Specialist, Department of Primary Industries, Bendigo
Admission: Free (funded by MLA Prime Time Event Partners)
RESERVE YOUR SEAT TODAY
Contact Ian Carmichael, Landmark Bendigo, on (03) 5448 3881 or 0428 510 232
Hurry, bookings are limited to 20 producers
Workshop hosted by:
Other MLA Prime Time Event Partners:
34
selling more wool
on-farm
June2010
2011
September
Beyond
Beyond the
the Bale
Bale
AWI and MLA R&D Forum
Fast facts
l AWI and Meat & Livestock Australia
hosted an R&D Insights forum in
March that outlined a selection
of the R&D outcomes from their
investments.
l The forum had presentations on
a range of R&D programs that
influence on-farm performance and
environmental outcomes.
l The forum proceedings and the
presentations are available on the
AWI website.
O
ver one hundred industry service
providers including state agency
staff, private consultants, veterinarians
and researchers attended an R&D
Insights forum hosted by AWI and Meat
& Livestock Australia (MLA) in March
to hear details about a selection of the
R&D outcomes from both AWI and MLA
investments.
This was the second R&D Insights
forum that has been held by AWI and MLA
following the first in 2009.
A range of high quality and expert
speakers from around Australia presented
at the two day event. While the event
was targeted towards professionals who
advise sheep and cattle producers, the
forum was also useful for producers
interested in the latest R&D outcomes
from AWI and MLA.
More information:
The AWI and MLA R&D Insights
Forum proceedings and the following
presentations from the event are available
in PDF format on the AWI website at
www.wool.com/RnDInsights
Session one: Dollars and sense –
the big picture
Session five: Animal health
and welfare
1.International and national trends implications of the industry situation
Keynote speaker: Neil Clark (Neil Clark
& Associates)
2.Enterprise performance trends
Sandy McEachern (Holmes, Sackett
& Associates)
3.The changing face of WA enterprises
Peter Rowe (BankWest)
1.Better animal husbandry
Dr Joan Lloyd (Joan Lloyd Consulting)
2.Managing breech flystrike - on-farm
management options (including chemical
and management options)
Geoff Lindon (AWI)
3.Managing breech flystrike - breeding for
breech flystrike resistance indicator traits
Dr Daniel Brown (Animal Genetics and
Breeding Unit)
4.Targeted treatment for worms (sheep)
•
Sustainable sheep worm control:
the refugia concept and targeted
treatment.
Dr Brown Besier (DAFWA and Sheep
CRC)
•
Worm control in SE Australia – is
management of ‘refugia’ necessary?
Dr John Larsen (The Mackinnon Project)
5.Targeted treatment for worms (Beef)
•
The cost of internal parasites in young
cattle (Central Tablelands of NSW)
Dr Bruce Watt (NSW LHPA)
•
Targeted worm control: optimising
production in weaners
Dr Nicholas Rolls
Session two: Climate adaption
1.The carbon debate - what is happening
in the debate and issues for livestock
systems - alternative perspectives?
Dr Jeff Baldock (CSIRO Land and Water/
Sustainable Agriculture Flagship)
2.Climate adaptation in southern Australian
livestock systems
Russell Pattinson (Miracle Dog P/L)
Session three: Tools and models
to help livestock enterprises
1.Cost of production calculator
Sandy McEachern (Holmes, Sackett &
Associates)
2.The Phosphorous Assessment Tool
Stuart Burge (Pastures Australia)
Session four: Resilient
systems: pasture/feedbase/
fertiliser
1.Phosphorus: the current global situation
Dr Richard Simpson (CSIRO)
2.New pasture varieties
Dr Daniel Real (Future Farming
Industries CRC)
3.Right plant, right place, right purpose,
right management
Dr Ralph Behrendt (VIC DPI)
4.Pasture variety testing
Mike Gout (Seed Force Pty Ltd)
Session six: Genetics/genomics:
breeding a stronger future
1.Resilient genotypes
•
Maternal productivity project (sheep)
Dr Mark Ferguson (DAFWA)
•
Maternal productivity project (beef)
2.Tools to evaluate benefit of genetics and
genomics (beef and sheep)
Dr Julius van der Werf (University of
New England)
3.Sheep CRC genetics training initiative:
communication and skills development
needs assessment
Dr Jason Trompf (Sheep CRC) 
Wool Producer of the Year – nominations open
Who will be the 2011 Wool Producer of the Year?
Nominations for the 2011 Australian Farmer
of the Year Awards are now open. Included
in the Awards is the Wool Producer of the
Year category, sponsored by AWI.
Hosted by Kondinin Group and ABC
Rural, the Australian Farmer of the Year
Awards celebrate the highly professional,
innovative and sustainable approach of
our farmers, showcasing their passion and
raising the profile of the important role they
play in Australia’s economic and social fabric.
Would you like to be considered for
the Wool Producer of the Year Award?
Or do you know someone who deserves
selling more
on-farm
wool
June 2011
Beyond the Bale
35
AWI Woolgrower Forum
Fast facts
l AWI conducted its latest
Woolgrower Forum in March to get
feedback on its strategic direction.
l The Forum is an important part
of AWI’s annual planning cycle to
ensure input from shareholders.
l The ideas from a cross-section of
the next generation of woolgrowers
were a particular focus.
T
he improved season in many places,
and strong price of wool set an
interesting context for the latest AWI
Woolgrower Forum held in March.
AWI Woolgrower Forums are held
twice each year and are one of the most
important regular consultation meetings
undertaken by AWI. They give woolgrowers
an opportunity to provide AWI further
direction for the years ahead.
Discussion includes topics such as
the profitability and reliability of growing
wool, the fibre’s opportunities in a carbon
economy, on-farm R&D priorities, better
communication and new marketing
initiatives to lift global demand for wool.
The most recent Woolgrower
Forum, a two-day event, was held in
Sydney on 23-24 March. Similar to
Woolgrower Forums held in previous
years, approximately 100 woolgrowers and
industry representatives were invited to
attend and participate.
The ideas from a cross-section of
the next generation of woolgrowers
were a particular focus during a Young
Woolgrower Workshop on the first day
of the event. The Workshop focused on
what’s important for younger woolgrowers
and future industry leaders, providing AWI’s
recognition for their contribution to
Australia's iconic wool-growing industry?
Don't be shy! Nominating yourself
or someone you know for the award is a
great way to contribute to the future of
the industry, and showcase the remarkable
achievements of our wool producers.
Participants at the AWI Woolgrower Forum brainstorming ideas.
on-farm team with valuable insight to their
needs and aspirations.
The thoughts and ideas of these next-gen
growers were shared with a larger audience
of woolgrowers on the following day during a
Woolgrower Consultation Day where further
debate about the future of AWI took place.
AWI sought input to the development of its
2011/12 Operating Plan in light of the current
industry environment and outcomes from the
plans implemented by AWI in 2010/11.
Simon Williamson, a young commercial
woolgrower from Williams in WA who
attended the Woolgrower Forum said it
provided him with a good insight into
AWI strategy.
“I’ve really seen an improvement here
over the past three that I’ve come to; it’s
certainly a confidence booster for the wool
industry,” Mr Williamson said.
“AWI’s on-farm investment is definitely a
brilliant area that is doing some great work;
the split up of the 30/20/50 is brilliant; the
more focused marketing, I’m really looking
forward to seeing what AWI does with that.
“I think if young woolgrowers see the
positive things they can get out of wool,
the returns and the great pleasure of
growing it, then it’s going to be a great
future for them.”
AWI CEO Stuart McCullough thanked the
participating woolgrowers for taking the time
to discuss the future of their industry body.
“The Woolgrower Forum is an
important part of AWI’s annual planning
and consultation cycle to ensure input from
shareholders,” Stuart said.
“The consultation generates invaluable
feedback. This is an ongoing process and we
look forward to conversations with as many
woolgrowers as possible into the future.” 
Nomination forms are available on
the Kondinin Group website
www.kondiningroup.com.au or email
events@kondinin.com.au
Nominations close on 18 July, 2011. All
finalists in the Wool Producer of the Year
Award will be considered finalists for the
overall Farmer of the Year Award.
Winners will be announced at the
Australian Farmer of the Year Awards
Dinner to be held in Sydney on 7
September 2011.
Michael Blake of ‘Bally Glunin Park’,
Hamilton, Victoria won the Wool Producer
of the Year category at last year’s inaugural
Australian Farmer of the Year Awards.
put modesty aside and start nominating today!
More information: Presentations from
the Woolgrower Forum are available to
download in PDF format from the AWI
website at www.wool.com/2011forums
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For more information contact your reseller or Elanco.
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