Australian Wool Innovation Limited (AWI) has announced that it has revised its strategic plan (2004-2009) to place more of a focus on increasing the global demand for Australian Merino wool.

AWI Chairman Ian McLachlan said the plan had been updated to show the company's increased spending on the development and commercialisation of textile products and processes. "Building relationships with leading global textile manufacturers and retailers is vital. By targeting these areas and meeting customers' demands for soft, easy care clothing, we can regain and grow Australian Merino wool's share of the world apparel market," he said.

"AWI is making a major effort in China, as Australian wool's biggest customer, an enormous domestic textiles market and a leading supplier to the major apparel markets in the US and Europe. An office has also been set up in New York, where many global retailers are based.

"Over coming years, some 53% of AWI's funding will be spent in the Textile Technology and Trade Development areas," Mr McLachlan said. "This is an increase from 36% spent last year."

He also stressed that on-farm investment remains important, and that there are also projects underway in this area, such as developing alternatives to mulesing, the commercial release of upright posture shearing platforms, genetics, natural resource management, grower networks, the release of nutrition guidelines to optimise wool and lamb production, and a strong commitment to education and training within the industry.