MICHELL Wool Pty Ltd operates on the premise that the way forward for the industry is to link Australian wool producers with their consumers to reduce costs in the supply chain and maximise returns.
This vision, although not new, has been given a major boost with the company gaining the advisory services of Mark Rodda.
The chief executive officer of the Eyre Peninsula grower-owned agribusiness FREE Eyre Ltd will allocate a portion of his time to Michell Wool, developing direct marketing programs.
Mr Rodda was general manager of Elders Wool until 2009. In his 13 years with the company, he was involved in the establishment of the Elders Global Wool Auctions in China and the AWH Wool Exchange, and developed a number of direct supply chain programs between wool producers and consumers.
On being approached by one of Australia's few remaining wool manufacturing companies, he considered it it a good time to return to the wool industry.
"Our success at Elders resulted by linking the Elders international exporting and processing arm directly to wool producers and all parties were inspired and motivated at being connected," he said.
"It appears that not a lot has progressed since that time so I am keen to get back and have another run at it, but this time do it through the only integrated wool company operating in Australia.
"Michell have been innovators and leaders in their field for over 100 years - they have obviously had to be to survive.
"I want to use my position to capture and utilise the value of the Michell brand, their processing expertise and global customer reach for the benefit of Australian wool producers."
Mr Rodda said growers needed to engage more with the supply chain to reap benefits from the strong outlook for Australian wool.
"There is no doubt urban consumers increasingly want to know where their products come from, if it has been sustainably grown and if the welfare of the animal and farmer is under control," he said.
There were huge opportunities for SA growers to lift the value of the bottom end of the clip, especially carding wools, with marketing campaigns traditionally focused more on fleece wools.
"With Michell, we have the best cardings processors in the world in our own backyard with a full order book from their global customers," Mr Rodda said.
"Working directly with grower groups or individual wool producers to access the right wools for end-consumers is how we can maximize returns for all."
Mr Rodda reassured FREE Eyre shareholders the very important projects and business developments underway would continue to receive his full commitment, and there would be additional opportunities for the region's passionate woolgrowers, building on the existing agency agreement between FREE Eyre and Michell.
"I believe that the FREE Eyre projects in play will be game changers for our shareholders and the Eyre Peninsula rural community," he said.
"I am, however, extremely excited to be involved in the Australian wool industry again.
"The prospect of linking Australian wool producers to global wool consumers - with one of the great wool companies of the world - is a very appealing prospect."