AWI working for woolgrowers

AWI’s purpose is to invest in research, development, extension and marketing to enhance the profitability, competitiveness and sustainability of the Australian wool industry. Every investment AWI makes is for the benefit of Australian woolgrowers.

On-farm investments help increase productivity

Many of AWI’s on-farm projects result in outputs that woolgrowers can adopt straight away on their farms to increase their productivity, in areas such as reproductive performance, genetic gain, better sheep health, and a more resilient feedbase. Improving the performance of their wool-growing enterprise is more likely to increase woolgrowers’ profits than moving to a different enterprise. Although there are certain issues that growers cannot control – be it the weather or international tariffs, for example – it’s important that growers focus on addressing what they can control and improve. AWI is providing research outcomes and tools to help them.

AWI also invests in on-farm projects that are aimed at delivering benefits to woolgrowers in the future. Examples include our training of the next generation of wool industry professionals, R&D into sheep genomics, and initiatives in our Woolmark+ roadmap designed to help growers and supply chain partners accelerate nature positive outcomes for the industry.

Off-farm investments help build the demand for wool

Despite the tough global economic climate, our marketing and off-farm innovation activities are helping support the demand for Australian wool across the world.

For example, during this past autumn/winter season in the Northern Hemisphere we have undertaken joint marketing collaborations with some of the largest e-commerce platforms in China, Japan, South Korea and India involving a total of more than 5,500 brands. These activities have increased consumer awareness of the benefits of wool and, importantly, driven large-scale purchases of wool products, which benefits Australian woolgrowers in the longer term.

Many of our global supply chain partners are investing heavily in wool. The scale of investment by Chinese wool processors in particular is staggering and the country remains a very valued partner to the Australian wool industry. But there are investments by the supply chain and new opportunities all across the world, not only in established processing markets but also emerging markets like Vietnam, Latin America and Portugal.

We are having some success in defending our traditional markets, such as the suiting and uniforms sector, and continue to highlight wool in the high value, premium apparel market. We are also establishing wool even further as a high-performance fibre in the sports and outdoor markets; wool has already made great advances in this area but there is still more opportunity to expand.

A united global wool industry at the IWTO Congress

I have recently returned from this year’s International Wool Textile Organisation (IWTO) Congress in France which was attended by nearly 300 of some of the most influential players within the global wool and textile industries. The three-day event explored topics including sustainable and profitable wool production, emerging market trends, wool’s expanding applications in performance textiles, and building demand for wool at retail.

The global wool sector faces similar opportunities and challenges as the Australian wool industry. By continuing to work closely with the IWTO, we can provide a greater platform for our fibre within the textile trade and amongst policymakers, as we have done on the issue of environmental labelling in the European Union.

AWI’s new Strategic Plan 2025–26 to 2027–28

AWI will soon publish its Strategic Plan covering the next three financial years beginning on 1 July 2025. The Plan has been developed in consultation with woolgrowers and wool industry bodies and reflects the key R&D and marketing priorities that they have told us are important to them.

Further details about AWI’s planned investments during the next twelve months are contained in AWI’s 2025–26 Annual Operating Plan which will also be released this month.

A resilient industry

Significant areas of the country have been and continue to be affected by extreme weather conditions. I hope that those affected woolgrowers recover quickly when conditions improve and that production volumes across the country begin to recover.

Wool prices have been improving, albeit slowly and from a modest level. All wool types and descriptions have increased in value since the start of the 2024/25 season, which is good news, and I hope this continues at an increased pace.

The fundamental benefits of wool and long-term consumer trends play in wool’s favour. I assure you that AWI will continue to work hard on behalf of all Australian producers that grow this great fibre.

This article appeared in the Winter 2025 edition of AWI’s Beyond the Bale magazine that was published in June 2025. Reproduction of the article is encouraged.