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Wool Stocktake : AWI Annual Report 2016-17
HIGHLIGHTS OF 2016/17 Collaborations with premium global brands like Max Mara helped build demand for wool in key consumer markets. Tennis ace Rafael Nadal fronted a Tommy Hilfiger campaign, wearing three Woolmark- certified Australian Merino wool suits. AWI-funded Lifetime Ewe Management (LTEM) courses provided hands-on on-farm training to maximise reproduction efficiency. The RHDV1 K5 virus was released at more than 550 sites across Australia in March 2017 to boost long-term rabbit biocontrol. OFF-FARM Collaborations drive wool demand at retail AWI partnered with renowned and credible international and domestic brands – such as Tommy Hilfiger, Max Mara, Marks & Spencer and Country Road – to position wool as a premium fibre, influence the broader market, and drive the sales volume of wool products. See page 11. Increasing presence in the sports and outdoor market AWI continued to promote wool’s presence in the sports and outdoor sector, collaborating with leading apparel manufacturers and brands. A highlight was the release by brands of innovative water and wind resistant products made from 100% Merino wool Optim fabric. See page 16. International Woolmark Prize The International Woolmark Prize showcased the versatility and quality of Merino wool to the fashion industry, with design talent across the globe having their premium wool apparel stocked in some of the world’s most influential retailers. See page 18. The Wool Lab AWI’s The Wool Lab – the seasonal guide to the best wool fabrics and yarns in the world – continued to be a global success and an important tool for the fashion industry, including brands, retailers, manufacturers, spinners and weavers. See page 46. Digital communications enhanced AWI boosted its digital and social media communications and engagement with its three key stakeholder groups: consumers, the textile trade and woolgrowers. See page 15. Campaign for Wool The Campaign for Wool, which educates consumers about the environmental benefits of wool, continues to drive new demand for wool of all microns in global consumer markets. See page 20. ON-FARM Lifetime Ewe Management (LTEM) training AWI continued funding hands-on on-farm LTEM training for producers in the management and nutrition of breeding ewes to maximise reproduction efficiency. There were more than 600 new enrolments during 2016/17. See page 28. Wild dog control The total number of current and past wild dog control groups supported by AWI has risen to 160, comprising 43 current groups and 117 past groups. The groups are getting bigger with increasing coverage and scale. See page 26. Rabbit control A strain of rabbit calicivirus (RHDV1 K5) new to Australia was released in March at 550 sites across the country. The initiative boosts biocontrol activity to combat rabbits and helps woolgrowers increase their productivity. See page 27. Flystrike R&D continued AWI continued to fast track its R&D program, including genetic research and breeding, to deliver welfare improved methods of flystrike prevention. See page 23. AWI-supported extension networks The networks continue to provide opportunities for woolgrowers to get involved in practical programs that focus on making positive changes to on-farm production and management practices. The groups have seen another successful year, with increases in participation and the reported benefit by woolgrowers. See page 36. For further information on AWI program operations during 2016/17, refer to the reports beginning on page 10. 4 UP FRONT
AWI Annual Report 2015-16