The Australian wool industry is but a shadow of its former self, according to AWI board candidate and leading wool processor, Laurence Modiano, and much of the blame lies with the organisation growers have paid to represent them.
The 43-year-old London-based wool baron, whose father established G. Modiano Limited in 1957, says growers are receiving little in return for the millions they are paying to Australian Wool Innovation (AWI).
"I can understand why many today would no longer vote to fund the levy," Mr Modiano said.
"And yet I also feel this money, if properly managed, is wool's best chance of survival."
As such, Mr Modiano has also outlined what could be described as an election platform, detailing how he would overhaul AWI, arguing it could "no longer afford to run itself as a Ministry of Wool".
"The board should eventually consist of a maximum of five, with the following responsibilities: woolgrowing, finance, marketing, international retail and R&D," he said.
"Each project should be decided according to its commercial success.
"Moreover, I suspect that the best talent does not end up working for AWI, but for independent companies specialised in a specific field, whether it is technology or marketing.
"My aim would be to re-shape AWI as a low overhead, high quality global business and commission the best outside contributors, to be remunerated on a pro-rata time and results basis."
Mr Modiano has told Rural Press that Australia should follow New Zealand and establish a "pipeline partnership".
"That may work for niche brands and products sourced from a limited supply but is much more complicated when supplying large international retailers," he said.
"The Australian clip, although smaller than it once was, is large enough to require marketing of the fibre as well as the product."
Mr Modiano also said the wool industry needs to change its marketing focus away from "preaching to the converted".
"We cannot impose wool on the consumer, but we can help him/her understand the rational and emotional arguments for buying and paying a premium for it," he said.
"If we are to have any chance of changing our fortunes we have to increase sales to existing customers and make fresh inroads with new ones, especially women and youth, using the arguments of beauty, sensuality, nature, sustainability, health, comfort.
"Wool has to arouse positive emotions.
"That is why animal welfare is so important. Taking PETA to court in such a public fashion was the surest way of publicising their cause."
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