Barossa’s own wool brand

To build the Barossa wool brand, Australian Wool Network is inviting growers to participate in its Direct Network Advantage (DNA) program which allows them to follow the journey of their wool from ‘bale to retail’.

AWN currently markets in excess of 250,000 bales of wool across Australia. Through AWN’s knitwear manufacturing business, Hysport, and its fashion labels, clients’ wool is taken through the DNA program which links grower, processor and consumer. Branded wool products provide a garment with a DNA or history from the raw product to retail.

AWN’s SA wool marketing manager Rod Miller said a branded fibre was the missing element in the Barossa.

“The Barossa is well known for its food and wine, however we want people to join our regionally branded wool supply group so we can build a Barossa fibre product, specifically wool,’’ he said.

“The Barossa wool brand is well and truly under construction.’’

Mr Miller is urging more woolgrowers to jump on board and take advantage of the many benefits the DNA program has to offer.

“This is a wonderful opportunity for people who run sheep to become part of the Barossa branded product. They are able to see where their wool ends up and can gain premium prices,’’ he said. “The grower has total control over when and how the wool is sold and has the chance to see it go through the entire system from bale to retail with a pure Merino product.’’

One of the first growers to join the group, Hutton Vale Farm’s John and Jan Angas, Eden Valley, are a key driver behind establishing the dedicated wool garment label.

Mrs Angas’ passion for the Barossa brand is fuelled by an insatiable enthusiasm for what the region has to offer.

“The Barossa brand is well established for food and we obviously have a long history with wine. These are great ambassadors for Australia and we do these things so professionally here in the Barossa. To have wool under the Barossa brand is a no-brainer.”

Mrs Angas urged woolgrowers to join the AWN group which was intent on building the Barossa brand.

“There is nothing like the sense of pride a farmer gets from taking a product from its raw state to being consumer-ready. This is very rewarding for a primary producer,’’ she said.

Supplying wool to AWN’s DNA program has helped the Angas’ realise their goal of value adding to their wool.

“We were looking to do a wool project of our own. The scale of this was going to be very difficult and challenging for us on our own and then the opportunity came up to work with AWN. This took all the hard work out of it from our end and gives us an end product. I see this as just the beginning and hope more people join. It is really good when people collaborate. We not only have farmers, we have manufacturers coming in to collaborate with us and when you get a sense of will to work together it is a very rewarding process.’’