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Marketing needed to maintain herd quality
15 Aug 2008
Australian Wool Innovation launched a $120 million marketing campaign to promote Australian merino wool. The industry owned AWI bought the Woolmark brand last year with a federal grant and want to attach it to quality fibre wool only. On Tuesday AWI launched an Australian Merino brand as well as other high end trademarks for high street shops. The campaign marks a change of direction for AWI back to marketing after seven years as a research and development body. In that time says AWI the national flock has declined 27 per cent. AWI needs to create demand to maintain the quality of the herd said AWI.
The Australian Financial Review, 15/08/2008
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