AUSTRALIA’s rich wool history and knowledge and its expansive Merino genetic diversity has made the wool it produces a “virtually exclusive” global fashion textile a leading voice in the Australian fashion world says.
Liz Davenport, fashion designer and owner of the global fashion house Liz Davenport, says finding a united voice to promote Australia’s wool industry is now at a grave point such is the demise of its global awareness.
“This product is virtually exclusive to Australia and it's critical to so many down the wool production chain yet the industry is just letting it slip away – we have got to stop the slide,” Ms Davenport said.
Speaking to Rural Press from China last week, Ms Davenport said the lack of awareness went right through the supply chain, and as a designer using wool was often a battle, despite her affection for it.
“I asked a Chinese supplier where his wool came from and he said an animal. I asked what animal and he said he didn’t know – this is a problem.”
Ms Davenport, one of only five Australian designers bestowed with the nation’s top fashion honour - the Grand Award from the Fashion Industry of Australia and whose designs are sold in more than 300 boutiques and department stores throughout the world, is researching the wool industry in anticipation of addresing the next World Sheep and Wool Congress in Sydney, an event first held Tasmania 1989 and now convened every three years.
She says Sydney is an ideal location for what has become one of the only global sheep industry gatherings that brings all sectors together.
The four-day congress in April is expected to attract thousands of people.
“The industry is not just about producers - there are so many people right down to shearers who are reliant on it as a way of life and unless we come together than there is a real danger it will disappear,” she said.
“You would never find a king, prince, premier, Prime minister, or a president wearing anything but a pure wool suit but this alone can’t keep farmers producing wool.”
Set to present at the congress are Minister for Agriculture Tony Burke, Meat and Livestock Australia marketing manager David Thomason, Vice president of the United States National retail federation Erik Autor, and executive director of Australian Farm Institute Mick Keogh among others (full list below).
But it will also contain presentations from scientists, agribusinesses consultants and sheep producers.
Ms Davenport said it was imperative all sectors of the sheep industry were given a voice in working out a strategy to take the industry forward, and said divisive industry infighting had affected its reputation.
“So many times it appears to me as a retailer that I am an outsider … there is too much disagreement and not enough co-operation despite us all working on the one product,” she said.
Shrinking the supply chain so retailers could access exactly what they required faster should be a priority, she added.
“It’s my belief that we have signature wools with signature quality and we should be able to access these simply.
"At the moment the supply chain is convoluted and a lot of this quality is being lost and it’s the producer and designers who are missing out."
The magnitude of the demise of the wool industry is evident in the level of wool used in womenswear.
“In womenswear there are alternatives and it's in very real danger of becoming irrelevant. And the reason is we failed in all of the public relations and publicity because we failed to explain the benefits of wool as a fibre.”
But she said it was futile to argue the mistakes of the past when the industry should be focusing on the future.
“Let’s find ways to making the average person once again know the benefits of wool, especially when they really are unique.”
Delegates from more than 14 countries will be in attendance at the congress.
Full registration fee for the two and half day congress is $950. Congress registration closes at 5pm on Friday March 12. Downloadable delegate registration forms are available at www.worldsheepandwoolcongress.com or contact (02) 6772 9066.
Congress Key note speakers
Wednesday April 7
8.30am Welcome: Roger Fletcher, President 9th World Sheep and Wool Organising Committee
8.45am Australia critical to global food security, The Hon Tony Burke
10.45am The Coming Famine: risks and responses to global food security, Professor Julian Cribb, Principal Julian Cribb and Associates
11.30am Driving for profit, Sandy McEachern, Director Holmes Sackett
1.15pm, Change for the better, Ben Watts, Vice President World Council of Sheep Breeders
2pm, Living with change, Phil Grahams, NSW DPI
2.30pm, Keeping track on farm, Michael Blake, Sheep producer, Victoria
3.30pm, Genetic revolution, Dr Rob Banks, MLA
4.15pm, The genome effect, Dr James Kijas, Principal research scientist, CSIRO
5pm, Profit is the name of the game, Charles de Fegely, Mike Stephens and Associates
Thursday April 8
8.30am, More cash from a demanding world, Vincent Bernier Ferme Lei-Ber Quebec, Canada
9.30am, Healthy truths, Fiona Carruthers, Nutrition Manager Beef and Lamb New Zealand
11.45am, Innovate, Innovate, Dr David Hopkins, NSW DPI
12.30pm, Seize the day, Kate Joseph, President Sheepmeat Council of Australia
1.45pm, Getting the marketing right, David Thomason, Marketing manager Meat and Livestock Australia
Split sessions April 8
Sheep for Fibre, Chris Wilcox, Executive Director Australian National Council of Woolselling
Dr Tony Pierlot, Stream Leader: Enhancing wool exports, CSIRO
Erik Autor, Vice President International Trade Council, USA
Jo Kellock, Executive Director Council of Textile and Fashion industries of Australia
Liz Davenport, Fashion designer and businesswoman
Combined sessions
Straight from the farm, Mr Peter Lytton Hitchins
Professor James Rowe, CEO Sheep Cooperative Research Centre
Professor Dave Pethic, WA program leader Meat Science Sheep Cooperative
David tester, Program Leader Wool Science Sheep cooperative research centre
Friday April 9
8.30am, Ruminants, climate change and emissions trading, Mick Keogh
9am, Environmental stewardship pays, Dr Siwan Lovett, Director Australian River Restoration Centre
10.45am, Customers come first, Dr Andrew Fisher, Faculty of Veterinary science, University of Melbourne
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