Repositioning was about selling wool, not sheep welfare

I’m writing about your item on the decision by Australian Wool Innovation to reposition two of its key brands (www. designweek.co.uk, 21 August),

This had nothing to do with the campaign by animal rights groups calling for a boycott of Australian merino wool in protest against mulesing.

The marketing effort follows market research which showed consumers are looking for a natural, biodegradable and sustainable fibre, and that’s what Australian merino wool is.

Moreover, despite the campaign, not one major retailer of Australian merino woollen garments has boycotted Australian wool.

The practice of mulesing is also being phased out and will have disappeared by 2010.

Michael Gleeson, Australian Wool Innovation, by e-mail



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