Australian Superfine Wool Growers' Association Inc.
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Australian Superfine Wool Growers' Association Inc.
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PRESS RELEASE New Marketing Opportunities for Superfine Wool Many Australian Superfine Woolgrowers Association Members have expressed concern at the direction that the wool market is heading and believe that there must be a better way of selling raw wool and marketing at all stages through the pipeline to final retail customer. ASWGA have devised a plan which it is believed will give growers an opportunity to market their wool in new and innovative ways which have the potential to improve returns as well as open up new markets. Research has shown that there are many woollen garments on sale at present that purport to be superfine merino which contain fibre outside the superfine range and definitely unsuitable for customers who expect soft light garments that may be worn next skin. This is damaging to our image and needs to be addressed. The current system of selling encourages blending to achieve an average specification or type. The aim is to source wool to a specification worked back from the weaver or knitter using wools of known superfine types and from recognised superfine properties to a very strict specification for the end product. Research has proven that this approach will have superior results and guarantee customer satisfaction while at the same time enhancing the reputation of Australian superfine wool. Product will be strictly controlled through the pipeline using only specially approved processors with a reputation for excellence and reliability. The aim is to support this approach through branding using the Association’s established registered Trade Marks. Over a number of years ASWGA has researched, developed and tested in the market place a suitable brand in conjunction with Australian Wool Services which the Association hopes to promote as a quality symbol. A survey of ASWGA members last year showed that two thirds were keen to see the development of new market opportunities through supply chain activities to both improve their returns and to guarantee a higher quality garment for customers. AWI recognising the need to find innovative and new opportunities to market the increased production of superfine wool have provided a consultancy to firstly demonstrate that such a project is feasible and then to develop the outline of the proposed Business Plan. Wool will be sourced directly from the farm on a contract basis using the existing brokers. The auction system has failed to give growers a stable market and is subject to price fluctuations which are unacceptable to all. Volatility of price and reliability of supply are two of the major criticisms that we constantly receive from our processor members globally. Most agricultural products have developed mechanisms to remove these fluctuations but wool has lagged well behind. Most Agricultural crop and Vegetable growers and many meat producers now have the ability to sell their produce on a forward contract and it is now common practice for these producers to refuse to plant without a contract in place. This plan is ambitious and forward thinking and is not confined to ASWGA members and all high quality superfine wool producers are welcomed to become involved. A series of three meetings in specialist superfine growing areas is being planned at which the AWI Consultant Frank Kisvarda will explain the proposal in detail. All interested superfine growers producing superfine wool 18.5 microns and finer are urged to attend these meetings. The purpose of the meeting is to gauge support for the proposal. Dates: Yass 27th March 2006 Soldiers Club at 2pm Hamilton 4th April 2006 The George Hotel at 8pm Armidale 10th May 2006 Armidale Ex-Services Club at 1.30pm Tasmania 3rd May 2006 Venue to be announced Further Information: Contact: Frank O’Connor 03 6384 2119 – President ASWGA ASWGA Office 03 9318 0399 If unable to attend the above meetings download the Business Plan & Questionnaire: Future Marketing Opportunities for Australian Superfine Wool Questionnaire 24 September 2003 PRESS RELEASE SUPERFINE WOOL GROWERS TAKE STRONG STAND ON EXOTIC FIBRE CONTAMINATION The Australian Superfine Wool Growers Association is taking a leading position in the industry by seeking to assure that their members wool is free from the influence of contamination from Exotic Sheep Breeds. The President of the peak superfine body, Mr Tony Gall stated that members of the Association are currently being surveyed to ascertain whether they have any Exotic breed sheep or Exotic breed crosses on properties where they are running superfine wool sheep. The survey is designed to confirm that no member is running these sheep and will enable ASWGA to make it a condition of membership that these breeds of sheep are not allowed to be run on members properties. This status will give ASWGA members wools a significant marketing advantage in promoting their high quality product, helping to differentiate members superfine wool from the general large production increase in fine micron wool. ASWGA member wools are currently promoted utilizing the well recognized Superfine Ram’s Head Trademark on their bales. In another significant move, the Superfine organisation is working with relevant industry sectors to have their ASWGA membership attached to the Station Brand. Buyers and Processors will in future be able to identify these wools and track the benefits of superfine members quality wools in processing recognizing the strong assurances of high quality standards set by ASWGA members Mr Gall stated. The ASWGA Ram’s Head logo, the internationally registered Trademark of the Association is well recognised within the superfine industry as a mark of quality, representing wools grown and prepared to the highest standards. By giving the best assurances that they are free from Exotic fibre contamination and carrying these quality standards through processing with the prestige of superfine membership attached, should strengthen the superfine growers quality image and status in the marketplace. 16 April 2004 PRESS RELEASE Australian Superfine Merino Brand Launch After a lengthy period of planning Australian Extrafine Merino Pty Ltd, the subsidiary commercial Company of the Australian Superfine Wool Growers’ Association will shortly launch an innovative Pilot Project to promote and enhance the quality Australian Superfine Merino wool as a branded Trademark symbol on a range of high quality menswear product. The pilot project, which is a joint venture between the Australian Extrafine Merino company and The Woolmark Company, have chosen two leading spinning and weaving companies in Japan to promote a new modernised Ramshead Trademark symbol. The symbol is aimed at achieving greater recognition of the excellence of ‘Australian Superfine Merino’ as a high quality luxury product to the Japanese consumer through renowned apparel and retail connections. ASWGA President and Chairman of Australian Extrafine Merino, Mr Tony Gall said the project will be launched shortly in Japan with product available through leading retail outlets for the northern hemisphere Autumn/Winter collection. One of the Japanese firms involved will utilise the Australian Superfine Merino mark on a finer range of product mainly 14.5 micron wools. This specialist range of luxury fabric is aimed at the made-to-measure means suiting in major department stores. The high quality wools for this range was sourced through specialist superfine wool brokers, Australian Wool Network and combed by Italian topmaker Schneider, with spinning and weaving performed by the well known Japanese firm Toabo. The specialist Japanese apparel maker Onward Kashiyama will distribute 2000 to 3000 suits under the ‘Madame Gres’ brand name with a price range between 120,000 to 300,000 Japanese yen per suit.(A$1450 to A$3650) The second Japanese company will utilise the Miyukitex Ourearth ‘Strathbogie’ range of product and plans to commercialise 800 to 1000 units in the first year, with suits ranging from 98000 to 108000 Yen per suit ($A1200-1350). The raw wool was purchased by Itochu Wool Ltd, with the yarn spun by renowned Japanese spinner Toyobo, and weaver Miyuki. The high class apparel makers for this range will be the Japanese firm Ohga. The firm will also use the brand name “High Brain” range which will involve weaver Chodai for bespoke tailors, mainly for suits and formal wear for easy orders in Japanese department stores. Most of this product will utilise specially selected 17-18.0 micron wools. Funding for the Australian Superfine Merino Trademark Promotion has been provided on a voluntary basis by Australian Extrafine Merino members who have contributed around 1% of their gross proceeds from wool returns. In order to maintain highest quality product under the Australian Superfine Merino brand name, supply chain links using only the highest quality wool processors are being developed though all stages of processing. Such links will build a strong quality image for the product which will be sold as a premium luxury garment. The benefits in expanding the market for the high quality brand name will ultimately flow back to grower with improved demand and competition for their wool through a quality assured supply chain product.
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