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Concern aired about wool marketing direction
9 Aug 2004
Two former wool industry leaders have expressed concerns about wool's future under present marketing arrangements. John O'Connor, former chief economist with the Australian Wool Corporation, said projects to increase the demand for wool are too narrow, even with the recent injection of $20 million for retail marketing over the next four years. He said the industry is unnecessarily constraining itself by restricting promotion to the retail level. There's now a whole generation of consumers who don't know the difference between wool and other fibres.
Former Australian Wool Corporation senior executive Bob Richardson agreed and said the 1990s was a lost decade for wool marketing. Lessons can be learned from fragmenting organisations that promote, research and market opportunities for wool. He says serious gaps have emerged in the technical marketing of wool, including after-sales support for raw wool buyers.
Although the recent marketing increase announced by Australian Wool Innovation is welcome, a big problem that needs tackling is addressing consumers' queries as to why it's worth paying more for wool. Wool can benefit from more promotion and it will take more than just a campaign at the retail level - the fibre is going backwards desperately, Dr Richardson stated.
Stock & Land, 5/8/04.
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