Atkinson family aims high with Modern Merino wool brand

Chris and Tarlee Atkinson, Harrogate, and children Alexis and Kaiden, run about 5000 Merino sheep - across two properties - with a focus on producing quality fleece.

The idea of producing longer wool first came about in 2008 and has developed since then, Mr Atkinson said.

"A couple of years ago we started thinking about going to the next step and using our own wool to actually produce stuff and sell," he said.

While the family bred crossbreed lambs until 2021, the idea of developing a wool brand has always been an aspiration for the family, Ms Atkinson said.

"It's always been something we've had that thought of wanting to do," she said.

"Through COVID was when we really knuckled down on the idea, like what we could produce from our wool, and then it just started going from there."

Producing the wool items in Australia has always been a focus, Mr Atkinson said.

"We're getting them all made in Tasmania - we wanted it all made in Australia and kept in Australia," he said.

"It's predominantly through e-commerce store at the moment.

"We have got it in a couple of shops - The Strath Collective in Strathalbyn and Le-Gee's in Balranald, NSW."

Since starting to sell their Modern Merino products in July last year, there have been a number of lessons learnt, Ms Atkinson said.

"You go into it thinking we know wool, we know all of that, but the marketing side of things and all of that other side, it's just been a huge learning curve for everybody," she said.

Along with their 1000 hectare property in Harrogate, the Atkinsons also own a 900ha property in Kangaroo Island, which they've owned since 2008.

"We just wanted to make another big upgrade and it was a bit expensive over here for the quality of land, so we went over to KI," he said.

"So we bought a farm over there, because it was such good land for a good price."

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Improvement has always been front of mind for Mr Atkinson, he said.

"I've always wanted to push the boundaries and improve - no matter what we're doing now, I want to make it better," he said.

The lessons learned through being on the farm has offered Ms Atkinson a lot of enjoyment, she said.

"You're always learning and that's what I love about the farm, there's so many things to learn from," she said.

The decision to change to non-mulesed sheep was one that had offered significant benefits, Mr Atkinson said.

"No one wanted to buy our sheep, because they were non-mulesed and it's all changed around a bit now," he said.

After moving onto the farm, Ms Atkinson soon realised how much work is done and has loved the experience, she said.

"When you come into a farming marriage, you're like it's going to be work, but you don't realise that there's a lot of work involved, which is what I like doing, but it's stressful at times," she said.

"You've both got to be strong and support each other and be there for each other and get it done, we make a good team."

The ability to watch the Modern Merino wool brand grow, has also provided her with a lot of happiness, she said.

"Our wool is a phenomenal product and to see that and all our hard work of breeding and all of that side of things and to get the quality we're getting now, is like it's been for something," she said.

"It's really great to see that."

The plans for the future are clear, Ms Atkinson said.

"Our biggest aim was always that we wanted to say, 'well that mob of sheep have produced these products'," she said.

"To have a story about each garment, when we first started it was like, 'could you imagine if you had a photo of the actual mob of sheep those products came from'.

"So that's what we're heading towards."