AWI’s new three-year Strategic Plan

AWI’s new Strategic Plan, effective from 1 July 2025, defines the company’s strategic direction and targets for the three financial years 2025–26 to 2027–28. It outlines the main wool industry R&D and demand creation activities in which AWI will invest on behalf of Australian woolgrowers – see the bottom of the page for a summary. 

In preparing the Strategic Plan, AWI considered the challenges and opportunities facing the Australian wool industry, and the strategic plans of the broader Australian wool and agricultural industries, such as the Wool 2030 Strategy and the Sheep Sustainability Framework. 

AWI’s new three-year Strategic Plan. 

Message from AWI Chairman, Jock Laurie 

AWI Chairman Jock Laurie says the three-year Strategic Plan looks to the future of the Australian wool industry with confidence. 

“AWI’s on-farm focus will be on ways to help woolgrowers increase their productivity, which will positively impact their profitability and long-term sustainability,” he said. 

“Analysis of enterprise profitability consistently shows the value of wool sheep in a farming business, providing production options as well as a reliable source of income, especially in an increasingly variable climate. Focusing on productivity improvements in a wool-growing enterprise is more likely to increase profits than moving to a different enterprise. 

“AWI subsidiary Woolmark will engage with and inspire the world’s leading fashion and textile manufacturers, brands and retailers to include wool in their collections. 

“We will continue to take advice from the WICP and WCG on areas of expenditure both in research and demand creation that they believe will deliver positive outcomes for Australian woolgrowers. 

“Australian woolgrowers are the best in the world. They choose a challenging and rewarding industry to invest in. As a woolgrower, I know the hard work and dedication needed to get through the hard times and reap the benefits that growing wool continues to deliver.  

“I am proud of AWI’s R&D and demand creation investments and I am confident that we can achieve even more for Australian woolgrowers during the next three years and into the future.” 

Message from AWI CEO, John Roberts 

AWI CEO John Roberts says as well as reflecting the priorities that woolgrowers have told AWI are most important to them, the Strategic Plan has also been shaped by the result of WoolPoll 2024 and the broader financial position of the company. 

“Given the limited reserves available to the company, during the next three years AWI must largely rely only on what it receives in revenue each year. AWI operates in a lean, efficient and transparent manner, but just like any business with a reduced income, we have to make tough choices about which projects and activities we can invest in,” John said. 

“On-farm, important areas of investment include genetics, reproduction and nutrition, animal health, and wool harvesting, all designed to deliver improved productivity and profitability. 

“In the post-farm area, AWI will partner with leading manufacturers, brands and retailers across the world to explore new opportunities for Australian wool and carry out joint demand creation campaigns that are cost effective and market focused. In the face of legislative changes to product labelling in Europe, we will continue to promote wool’s many benefits over fossil fuel derived fast fashion. 

“Despite the challenges that the industry faces, I look forward to the AWI activities outlined in this Strategic Plan providing a valuable contribution to a productive and profitable wool industry.” 

More information: www.wool.com/strategy-2025-28  

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