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Wool Stocktake : AWI Annual Report 2007-08
AWI invests grower and Australian Government funds into research, innovation and the support of businesses and individuals throughout the Australian Merino supply pipeline. from the start of the supply chain… Strategic themes – Increase productivity, lower costs and address key industry threats – Encourage the supply of wool that meets customer needs in terms of quality, environmental and animal welfare standards – Increase uptake of new innovations within the industry AWI’s Wool Production department works with woolgrowers to help them compete profitably in the international apparel fibre markets through the development and adoption of on-farm innovations. AWI aims to help woolgrowers reduce the cost of production, increase profit and supply wool that meets our customers’ needs through innovation across a range of areas: Mulesing alternatives AWI is working to provide a package of husbandry and management systems for blowfly control to meet the 2010 commitment to phase out mulesing. Productive and easy to manage sheep AWI is providing tools to help woolgrowers meet their own breeding objectives by identifying animals with the traits they are looking for, and a package of technologies for maintaining healthy, productive animals through the control of internal and external parasites and other sheep diseases. Wool harvesting AWI undertakes initiatives to improve clip preparation and safety standards for shearers via shearer and shed-hand training and UPSP commercialisation, plus early stage research into a new biological harvesting technology. Ethically and environmentally sustainable wool AWI will provide on-farm verification of environmental and animal welfare practices to the supply chain, provide pasture management and agronomy information for adaptation to climate change and assist woolgrowers prepare for the carbon trading economy. AWI’s Marketing department offers its post farm gate partners – wool processors, manufacturers, designers and retailers – a range of services specifically developed to generate demand and enhance profits. We refer to this range of services as KIM – or Knowledge, Innovation, Marketing Support. With offices around the globe, AWI boasts a wide network dedicated to foster relationships with diverse business partners – we are continuously working to build demand for Australian Merino wool. Increased grower pride and profit through adoption of innovation AWI uses its business networks and new approaches to marketing to increase the uptake of innovations, provide professional development for wool industry stakeholders, and build a market and customer focused culture of excellence. …to global apparel markets Knowledge AWI’s global network offers expert advice on areas such as supply sourcing, market intelligence, consumer research, and seasonal trend and colour forecasting. Our industry-first compliance and verification of Australian Merino scheme will enhance this offering to include quality control and product testing, as well as an integrity commitment that adopts contemporary standards of corporate social responsibility. Innovation AWI delivers premium value-adding innovations by operating as an external research and development provider to our business-to-business partners. This includes releasing seasonal Merino innovations which can be tailored to suit specific partners’ ranges and customer needs. We also provide assistance with product and process improvement, testing, technology licensing, transfer and training. Marketing support Strategic themes – Repositioning of the Woolmark business and brand – Positioning and launch of Australian Merino as a premium brand – Knowledge, Innovation and Marketing Support (KIM) offering, delivered via key account management – Position Australian Merino wool as the ethical fibre of choice AWI is continuously working to position Merino as a truly superior product within the marketing arena. This includes activities such as educating trade on its luxurious, natural and ethical qualities as well as assisting its partners in promoting the benefits of the Merino fibre in their ranges. A host of tools assists AWI in this endeavour. The new Australian Merino brand, the Woolmark brands, and the Superior Merino and Superior Merino Blend brands are set to benefit from a high level of recognition. With new swing tags and labels, training aids, and a range of associated marketing material, wool will be marketed like never before. Industry affairs AWI’s Corporate Affairs department aims to provide effective company and industry communication and reputation management between AWI and its key domestic and international stakeholders. Through the use of publications such as Beyond the Bale, the AWI website, events and forums, and the rural and metropolitan media, AWI seeks to inform woolgrowers, the government, and users of Australian Merino wool (such as textile manufacturers and retailers) about the value of the Australian Merino wool industry. Key initiatives for the Corporate Affairs department are animal welfare communications, new company structure communications, internal communications to drive change, Australian and international PR to support key account management, and support of trade policy to increase Merino’s access to world markets. AWI 07/08 ANNUAL 7
AWI Annual Report 2008-09
Annual Report 2006-07