In a shocking move, Australian Wool Innovation (AWI) said it would no longer focus its marketing efforts on Australian Merino wool, opting instead to simply promote it as Merino.
AWI chief executive Brenda McGahan confirmed the change in marketing strategy.
"Our mantra is to sell the attributes of Merino wool in the best interests of Australian wool growers," McGahan told The Weekly Times.
McGahan wouldn't go into the reasons for dropping the Australian label from its marketing efforts, but the connotation was that retailer and consumers were more likely to link the Australian label with wool from mulesed sheep.
Reprinted from Melbourne Herald Sun