A new video series produced in-house by AWI champions the dedication, passion and professionalism of Australian woolgrowers.
Many months in the making, The Source series profiles woolgrowing families from all states of Australia. Currently being shown by dozens of retailers and brands in key markets to highlight the nation’s great natural fibre, The Source introduces global consumers to the people, animals and landscapes from where wool garments begin.
Currently available online, The Source features woolgrowers with highly diverse backgrounds from the outback to the coast, from internationally renowned artists and models, famed conservationists to city-country romances. Primarily targeting an international audience, viewers are invited into the homes of Australian woolgrowers to experience life on the land, inspiring and educating consumers about the backbone of iconic wool industry.
Dion Lebrun, South Australian woolgrower explains how “it might not be the most lucrative job in the world but it’s the best job in the world for satisfaction and enjoyment probably.”
Jenny Weatherly, woolgrower from Victoria adds “we live within an environment that we have helped create and look after. We are absolutely blessed with what we have.”
AWI CEO Stuart McCullough said The Source series reflected just some of the great people from within a great Australian industry.
“The Source is a good example of our marketing efforts, with its imagery being used for various campaigns by Woolmark licensees across the world. We thank all the families that have allowed us to tell their stories and in doing so help sell wool in retail stores across the globe.”
The Source series: www.merino.com/wool/the-source
New South Wales: “Benangaroo”, Jugiong; “Roseville Park”, Dubbo.
South Australia: “Anlaby” Burra; “Wullara”, Tumby Bay.
Victoria: “Connewarran”, Mortlake.
Tasmania: “Kingston” Campbell Town.
Western Australia: “Mulga Springs”, Northampton.
Queensland: “Wareo”, Quilpie.