The Western Districts of Victoria is some of the most prized wool growing country in Australia. Rich fertile volcanic plains are intersected by the steep sandstone peaks of The Grampians ranges, an abundance of ancient River Red Gums (E. camaldulensis), a generally reliable winter rainfall and mild summers all come together to provide a spectacular natural environment for growing high quality, white bright medium to superfine merino wool.

Woolgrowers from the area, some of whom have been connected to the land for generations, recognise the importance of the region and how the natural environment impacts on the quality of the wool they grow.