The Chairman of Australian Wool Innovation (AWI) Brian van Rooyen has told shareholders that despite difficult economic times AWI's new global marketing strategy would drive increased demand for Australian Merino wool worldwide. Speaking at AWI's Annual General Meeting in Perth Mr van Rooyen acknowledged the difficult economic times facing the Australian wool industry.

"I can say to you that orders are down, credit is tight, stocks are low and the international retailers are looking for value," he said. "It’s not the sort of news we wanted to hear, but it emphasises the importance of our global marketing strategy.I remain firmly optimistic about the future."

He said the AWI board had unanimously approved the company's Strategic Plan including a 120 million dollar global marketing plan which he believed wouldl underpin woolgrower’s confidence in the future of this industry.

He said he'd recently returned from the International Wool Textile Organisation's (IWTO) conference in Italy. "This meeting represented all sectors of the wool pipe line. Top makers, spinners, weavers, knitters and retailers who for the first time in many years fully supported the new AWI marketing strategy, which I believe will significantly grow demand for Australian Merino wool," he said.

"The new AWI marketing model is very much focused on the business to business approach which is selling in new innovations and marketing support to our key retailers and brands overseas rather than marketing and advertising directly to the consumer."

"All of the above activity came about through careful planning, the takeover of the Woolmark Company and the business model which this Board and management has put in place. The message the brands and retailers are giving us is that Merino fibre is in demand from their customers," he said. "They want what we have to sell." He said with the world economic climate growing demand was now a bigger challenge than ever before.

"We must work together and build demand," he said. "We have the right business model, we have the right marketing plan, we have the right strategic plan and we have the right people around the globe to grow demand for Australian wool. AWI needs to achieve continued new demand for Australian wool so that woolgrowers can achieve better prices."