Wool Marketing and Supply Chains
In reference to an article on Sheep Central September 02, 2020 “Should Australia spend more or less on Wool marketing”
I am horrified at the suggestion of spending $200 million on more generic marketing for wool, so I must ask the question; How do you market a commodity?
After 20 years surely there very few retail brands who are not fully aware of merino and its technical attributes.
The market is changing. Consumers increasingly want to know more about the products they are buying, what they are made of, where they made and the conditions they are made under.
Wool was once a generic product, but it need not be any longer.
Let’s try a new approach. Let’s turn it into a product (and I do not mean manufacture a garment).
Growers who have ceased mulesing, are prepared to be identified and promoted, have their merino farming enterprise verified to a standard and to supply through a transparent supply chain are in effect selling a product with identifiable attributes.
Add to that the merino produced by growers who have ceased mulesing and you have not just a product but one that is in demand from the new generation of consumers and the retail brands that supply them.
Do I have to remind everyone that New Zealand is already doing it with Australian wool? What are we waiting for?
Peter Vandeleur: September 4, 2020