AWI chief executive Brenda McGahan spoke at the conference and said she was pleased with a "new mood of collaboration and co-operation" to sell more wool, despite the tough global economic conditions.

"IWTO is a major assembly of our customers through the supply chain so it is vitally important to communicate with such a meeting," Ms McGahan said.

"I was pleased to receive endorsement for AWI’s Operational Plan; to live within our means, maximise funds for R&D and leverage precious marketing funds with retail partners behind the Woolmark, supported by brands such as Australian Merino," she said.

According to AWI, IWTO president Gunther Beier said he applauded the stance taken by AWI "to commit further funding to the concept of business to business to consumer (B2B2C) marketing with the Woolmark as the leading brand".

Meredith Sheil also made a presentation to the conference on sheep welfare at the request of IWTO.

According to AWI, Dr Sheil outlined the role of the National Wool Declaration in giving the world’s wool buyers the chance to access unmulesed wool.

IWTO has agreed to support AWI in helping to communicate the message of high welfare standards of Australian sheep producers and the strong progress in developing welfare improved flystrike prevention practices.