Woolmark+ initiative to unite industry from woolgrowers to brands and retailers

Australian Wool Innovation has launched Woolmark+, a new roadmap to unite stakeholders across the industry — from woolgrowers to brands and retailers. Launched on September 3, Woolmark+ combines new and existing initiatives to futureproof wool in response to the increasing consumer and regulatory demands for low-impact products within the fashion and textile industries, and along their supply chains. It will help woolgrowers and their customers seize opportunities to safeguard and support global market demand for high-quality wool, and build value for woolgrowers now and into the future. At its core, Woolmark+ focuses on supporting the livelihoods of woolgrowers in their role as stewards of nature. Through research and the development of new tools and investment avenues, it’s hoped the roadmap will help woolgrowers enhance climate resilience, reduce carbon emissions, and support biodiversity to accelerate environmental sustainability. AWI chief executive John Roberts said the broad range of initiatives within the Woolmark+ roadmap focused on turning industry investment in environmental sustainability into tangible returns for woolgrowers. “Through Woolmark+, AWI is equipping woolgrowers with the necessary tools and research to make informed decisions that can be tailored to their own unique businesses,” he said. Mr Roberts said Woolmark+ highlighted all the existing sustainable practices undertaken by Australian woolgrowers and provided opportunities that would deliver commercial advantages throughout wool’s value chain. “AWI is building on wool’s premium reputation and enabling global brands to better understand, value and support woolgrowers’ nature-positive practices,” he said. “By connecting sustainability goals along the supply chain and providing scalable opportunities, we are seeking to drive forward a thriving, responsible and nature-positive wool industry. “The Woolmark+ roadmap aims to move the market’s conversation beyond the current focus on carbon and net-zero targets towards nature positive.” Mr Roberts said it was designed to position wool as not simply a fibre “from” nature, but as a fibre “for” nature, driving industry-wide opportunities and positive environmental outcomes for future generations. “Through Woolmark+, we are forging a sustainable path that benefits all stakeholders and secures a prosperous future for Australian woolgrowers,” he said. The roadmap has three focus areas and 13 initiatives. The first three initiatives involving accelerating nature-positive production and enhancing social impact are currently undergoing investigation. AWI is seeking feedback from all stakeholders into their development. The other 10 initiatives are already proceeding, highlighting how the journey to nature-positive has been long under way for the wool industry. The roadmap is the result of a rigorous consultation process informed by a comprehensive assessment of the sustainability risks and opportunities facing stakeholders in the industry. “From woolgrowers to brands, we’ve engaged with more than 50 stakeholders along the entire supply chain to shape our Woolmark+ roadmap,” Mr Roberts said. “The widespread consultation shows that stakeholders prioritise natural capital, sheep health, sustainable livelihoods, climate action, responsible value chains, and the circular economy. “With strategic initiatives and investments, Australian woolgrowers and the industry can together capitalise on these opportunities for a brighter future.” For more information, visit woolmark.com/woolmarkplus.