Wool Council Conducts Yearly MeetingASI’s Wool Council met July 7 in Denver to review the Wool Trust budget for the coming fiscal year, as well as to hear updates on a variety of programs that directly affect the American wool industry.
Marketing and brand development took center stage as the council discussed the updated American wool logo and the ongoing efforts to re-brand wool as “Natural Magic.” With the new look of American wool unveiled earlier this year, marketing efforts are shifting toward the development of a new website and social media outlets that will spotlight the benefits and quality of American wool. Additionally, other branding programs will be put into place.
“I’ve been in the sheep and wool business for a long time, but this is one of the most exciting times I can remember,” said ASI Wool Council Chair Ken Wixom of Idaho. “We have an opportunity to show consumers just how beneficial wool can be when used correctly in everything from clothing to blankets.”
One group that already understands the value of American wool is the U.S. military. Council members heard an update on military programs, which included more than $20 million in fabric against existing fabric contracts. Two new contracts have also been issued but not yet ordered against. The U.S. Army is also conducting a major field test of American wool this winter, and will consider additional use of the fabric based on the outcome of those tests.
The council also heard updates on various quality improvement programs (such as classing and shearing schools) and international markets and their impact on American wool.