International Wool Test Marketing Program to be Implemented
November 4, 2005
November 4, 2005 -- The International Wool Test Marketing program will be implemented as a result of an agreement reached between Australian Wool Innovation Limited (AWI), Australian Wool Services (AWS) and the International Wool Textile Organization (IWTO).
The program, with AWI and IWTO each contributing US$3.4 million and AWS contributing staff and resources up to the value of US$660,000 if the full program is implemented - will target the large and significant U.S. market. The heads of all three organizations agreed the program was an important test case for the marketing of wool.
AWI Chairman Ian McLachlan, AWS Chairman Trevor Flugge and IWTO President Michael Lempriere have agreed to establish a governance committee to oversee the financial aspects of the program.
McLachlan said, "If the IWTO figuring turned out to be conservative, the test marketing program could be expanded if necessary, with US$1.6 million left of the US$5 million AWI committed earlier this year."
Lempriere said that the agreement between the three organizations represented the first fully collaborative, industry-wide - from grower to manufacturer - approach to the marketing of wool.
"It demonstrates that when the industry works together much can be achieved, and underlines that there is more that unites the industry than divides it. We must take out the challenge to other fibers and strive together to lift demand for wool," Lempriere said.
Flugge commented, "I was very pleased that the industry was able to reach a very satisfactory joint-decision on the need for demand based marketing. I am confident that this will give us sound information for developing future demand building programs."
The American Sheep Industry Association contributed to this initiative.
Reprinted from WoolNews