AWI to push for 'fibre switch'
04/12/2009
The chief executive of Australian Wool Innovation, Brenda McGahan, told the organisation's most recent annual general meeting that she and her team will work hard to increase the demand for wool among retail buyers and consumers around the globe by "actively selling merino wool and its attributes".
She said AWI would work to back up its claims in the marketplace with proven science. For example, one recent study shows that people who wear wool garments in bed sleep better. AWI will work to make results such as this one more widely known in the global marketplace, she said.
Ms McGahan also said AWI would increase its efforts to convince global manufacturers to replace their existing fibre choices with wool. She told the meeting: "A major textile player recently agreed to convert some of its cotton production into wool. And that's the game: fibre switch, preferably from polyviscose, because cotton and wool are natural partners. The main people who have been eating our lunch and taking our market share have been the synthetic fibres."
She said the wool products AWI was bringing to the sports market under its Merino Perform banner were still a small segment, but a growing one because, she claimed, "merino fibre shows its best attributes when shown for sportswear".
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