Nature at its Best for Eyre Peninsula DNA Launch

<< Back to News & Media

The beauty of the land and the ocean has been captured to showcase Merino wool from the Eyre Peninsula region in AWN’s latest South Australian Direct Network Advantage (DNA) program.

Twelve enterprises are currently represented in the program, which was launched in October. Held at the Port Lincoln Hotel, the COVID-safe launch provided growers with their first viewing of the videos produced to tell the stories of the wool which goes into the Australian-made garments.

AWN South Australian manager Rod Miller said the growers were very excited to see the videos and the garments in the Eyre Peninsula range.

“The growers are really thrilled to be involved and to see something through from start to finish. It gives them an extra connection to the customers,’’ Rod said.

“These videos show not only the story behind the growers and the environment but also focus on the shearers, classers, cooks and rouseabouts, and the role they play in bringing the wool from the shearing shed right through to the finished product. Some of this country is very remote, and there is a real connection between country and ocean and this is depicted in the videos where the family begins the day fishing before you see the interplay between farming, cropping, sheep and the ocean.’’

Consumers watch these videos via a QR reader on the swing tag of the garments.

AWN is also proud to be working alongside one of the nation’s largest wool producers, AJ & PA McBride, as they celebrate 100 years as a family-owned pastoral company. Through the DNA program, the McBride company’s logo is being produced on jumpers and scarves being manufactured in their home state capital of Adelaide at the Silver Fleece facility, a bespoke knitter well known for producing woollen vests and baggy green caps for Australian cricketers.

Mr Miller says AWN’s DNA program offers wool growers an opportunity to know where their wool will be used and to give provenance to the end product. By having control of the wool from bale to retail, AWN is potentially able to offer a premium for specific wool types and allow growers to take advantage of this direct selling option.

This is an exciting pathway open to AWN’s innovative wool growing clients, with the program continually expanding across the nation.

Get in touch with an AWN wool or livestock specialist

Talk to one of our experienced wool or livestock professionals for more information.