Eyre Peninsular joins AWN’s network of DNA wool growers


AWN, Australia’s largest independent wool broker, has launched its latest series in its wool provenance stories through its DNA program, featuring wool growers from South Australia’s Eyre Peninsula.

The DNA program, exclusive to AWN, sources wool from its wool growing clients across Australia for its retail brand partners. The DNA program takes the bale to retail connection one step further, by connecting consumers with a unique story of the region, growers and sheep who contributed wool to the making of their products via a series of videos linked to each product via a QR-code.

The Eyre Peninsula DNA program, which was launched this Wednesday evening at the Port Lincoln Hotel, forms part of the supply chain for Australian-owned retail brand, Merino&Co, and its MerinoSnug product range; which is manufactured locally in Perth, Western Australia.

A number the Eyre Peninsula DNA wool growers attended the launch event, which showcased the four provenance story videos, point of sale material as well as some of the MerinoSnug products carrying the Eyre Peninsular swing tag. AWN State Manager for South Australia, Rod Miller, said that the QR-codes allows consumers to connect with the DNA of their garment.

“Many of the producers present were seeing these videos for the first time, and all expressed their immense pride in the quality of the productions and the stories that would be shared with consumers throughout Australia and across the world,” he said.

“It is a uniquely Australian, good news story for wool growers, our retail brand partners and consumers alike.”

South Australian wool marketing manager, Peter Hayman was also in attendance, having a long association with a number of the growers present on the evening.

AWN, renowned for its unique approach to wool marketing, created the DNA program to add value along the wool supply chain by connecting consumers with stories of the regions, people and sheep who contributed wool to make their garments.