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Relaunching Trust in Australian Wool on a global stage

Updated: May 28

WoolProducers Australia (WoolProducers) proudly relaunched the Trust in Australian Wool campaign, a joint initiative by WoolProducers and Animal Health Australia (AHA).

The Trust in Australian Wool campaign explains how the Australian wool industry has evolved to produce the best quality wool in the world”, said Ms Jo Hall, CEO of WPA.

“Australian wool is the wool of choice for fine apparel and luxury garments; sought after by all processing nations due to its renowned quality,” said Ms Hall.

“Underpinning this popularity are the world-leading practices our woolgrowers use on-farm, every day, along with state and national frameworks, quality assurance systems and innovations. This handbook outlines how all of these elements work together to produce Aussie wool — a natural, sustainable product that is recognised globally for its excellence and quality.”

This handbook was created to further strengthen trust among consumers who drive demand for Australian wool. It contains information on sheep health, welfare and biosecurity practices, as well as the exceptional sustainability and traceability processes that support the Australian wool industry.


The relaunched campaign was presented during a panel session at the International Wool Textile Organisation congress currently being held in Adelaide, which saw attendees from around the world hearing from Australian wool industry advocates and experts.


The Panel included Jo Hall; Anthony Uren, Operations Manager, AJ & PA McBride Ltd;

Makaela Knapp, a young farm manager of family partnership from WA; Samantha Wan, Elders Wool Quality Assurance & Marketing Manager and Scott Williams, Chair of the Sheep Sustainability Framework (SSF) Sustainability Steering Group.

Ms Hall said, “The Australian industry boasts the highest global standards for clip preparation and product specification, setting the benchmark for global wool through unparalleled standards and dedication to markets”.

Continuous focus is placed on developing international markets and catering to evolving consumer preferences.

“In an increasingly environmentally conscious world, fostering trust with consumers is crucial. With growing consumer influence on practices and a world grappling with sustainability challenges, ensuring transparency and trust in our eco-friendly product is paramount.“ Ms Hall said.

Trust in Australian Wool serves as a resource to further underpin trust in Australian wool through communicating transparency and aims to build trust for a sustainable future.

“Open communication of these practices and systems to consumers is vital for the ongoing success and reputation of Australian wool in international markets.” Ms Hall said.



WoolProducers Australia contacts:

Jo Hall                                                                                                                                   Adam Dawes                                       

CEO                                                                                                                                       General Manager

0488 554 811                                                                                                                      0455 442 776

About WoolProducers’ Australia

WoolProducers plays a critical role in working closely with companies and entities funded by woolgrower funds including compulsory levies or fees for service.

Its mission is to develop constructive and profitable outcomes for woolgrowers nationally.

The agency is responsible for appointing a director to each of the Australian Wool Exchange and the Australia Wool Testing Authority, promoting good corporate governance and ensuring that the interests of growers are met.

WoolProducers maintains a working relationship with Australian Wool Innovation as the voice of woolgrower shareholders. It aims to contribute to AWI’s programs for the benefit of growers, promoting responsible use of levy funds and ensuring good corporate governance.

WoolProducers is the sole wool industry member of Animal Health Australia, and as such, carries a significant responsibility for decision making on behalf of the industry in the event of an emergency animal disease outbreak.

As the only wool grower organisation with membership of the National Farmers’ Federation, WoolProducers is responsible for providing key policy advice on behalf of our members, and other wool growers, to Australia’s peak farm body.

WoolProducers also works closely with the Federal Government Departments on key issues such as animal health and welfare, biosecurity, pest management control, natural resource management, drought preparedness, emergency animal disease outbreak preparedness and industry development, including research, trade and logistics.



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