Industry News

Trust In Australian Wool campaign.
What is Trust In Australian Wool?
Everyone knows that Australia produces the best quality wool in the world. With increasing demand from supply chains and customers in recent years for increased transparency relating to provenance and production of products, such as wool, it’s now time to share the story of Australian wool with them. There has been an emergence of closed supply chains and third party certification schemes to meet these consumer demands, while these systems have their place, most of the requirements are already being fulfilled by Australian wool growers on a business as usual basis – the challenge is getting this message to our customers!
Working with Animal Health Australia and subject matter experts from across the Australian wool industry, WoolProducers Australia has developed the “Trust In Australian Wool” campaign to share this story. The campaign is supported by a handbook that will be used to share the story with downstream consumers, an interactive website that will contain key information and links to external industry websites and resources that support consumer Trust In Australian Wool. The Trust In Australian Wool resources will help support all industry members in promoting the story of Australian wool for many years to come.
Join us for the virtual launch!
As a result of COVID-19 (and the inability to attend international trade events) we are holding a virtual launch at 7pm AEDT on Thursday 18th March 2021 (approx. 1 hour). The launch will introduce the campaign, the handbook and the website along with short presentations form industry leaders.

  • Ed Storey and Jo Hall from WoolProducers and Kathleen Plowman from Animal Health Australia will introduce and formally launch the campaign.
  • Prof. Bruce Allworth of Charles Sturt University will present on the purpose, development, and themes of the Sheep Sustainability Framework
  • Dr Andrew Whale of Livestock Logic will provide a sheep veterinarians perspective on sheep welfare standards and guidelines, biosecurity and disease control and grower level innovation, adoption and extension programmes.
  • Dr Paul Swan of Australian Wool Exchange will provide an overview of Australian wool handling and assurance systems.

There will be opportunity for a short Q&A session following each presentation.
Registration for the launch is essential and can be done via the following links:
Webinar Registration - Zoom OR
The launch will be recorded! If you register and aren’t able to make it on the night you will be sent a link to the recording after the event.
What can you do to help the campaign for Trust In Australian Wool?
The webinar is an open event and we would encourage you to forward this invitation and the registration links onto any of your contacts who may have an intertest in promoting, or learning more about Trust In Australian Wool.
We will be promoting the launch and campaign through various social media channels in the coming weeks and would encourage you to monitor the following channels and share messaging via your respective social media accounts. Please help spread the work and comment, like and share!
Facebook- @woolproducersaus   Trust In Australian Wool
Twitter - WoolProducers Aust. (@WoolProducers) / Twitter   #trustinaustralianwool
Instagram - WoolProducers Australia (@woolproducersaustralia) • Instagram photos and videos    Trust in Australian Wool (@trustinauswool) • Instagram photos and videos
We are really excited about the campaign and hope that it will engage and educate many downstream consumers while fostering Trust In Australian Wool. We look forward to your involvement and encourage you to reach out at any time if you have specific questions to would like to know more.
Kind regards,
Ed Storey
WoolProducers Australia
T: @WoolProducers