Australian woolgrowers have a really positive story to tell about producing the best quality wool in the world but the message is still not getting out enough, according to Wool Producers Australia chief executive officer Jo Hall.
At the IWTO Congress, the Trust in Australian Wool campaign, a joint initiative between Wool Producers and Animal Health Australia, was relaunched, including an updated brochure and a new video.
One of the main changes to the brochure - which was first produced in 2021 - is a larger section on the Sheep Industry Sustainability Framework. There is also information on sheep health, welfare, clip preparation and wool biosecurity and traceability.
Ms Hall says it is necessary to keep highlighting the facts about Australian wool production as many consumers around the world and even participants within the wool supply chain are unaware of the great job Australians do looking after their animals and land.
"People simply don't know how committed we are to growing wool in Australia and how our animals are at the cornerstone of everything we do," she said.
Ms Hall says the original Trust in Australian Wool brochure has been used by state and federal governments in trade discussions and given out on trade delegations to open up markets. It has also been translated into Hindi, Mandarin and Vietnamese.
"As important as telling the story is having something to go away with," she said.
Ms Hall says farmers may not consider themselves a natural fit or "interesting enough" for social media but she encouraged them to give it a try sharing aspects of their farming life
"As woolgrowers we have an opportunity to be our own advocates, there is no one better to tell our story," she said.
"We need to be out there counteracting. Most of the time these people are coming from a place of ignorance not malicious intent."
- Details: trustinaustralianwool.com.au
