No 321 - Thursday's Club Notes

The “Club Notes” for Thursday, the 26th of September, 2024.

By Dwain Duxson - An Ag Enthusiast

Still talking sustainability

We spoke about Wool marketing yesterday, and we are not here to constantly bash Wool, but it's arguably an underperforming resource that needs attention. However, I worry when AWI CEO John Roberts says this: "Wool is inherently natural and renewable and has the potential to be a transformational solution to fashion's impact problem, offering a versatile, biodegradable, recyclable, long-lasting solution". Clearing that sort of language has been bandied around for years, and clearly, it's not working. Yet they keep rolling it out to an audience that is not listening. The ad campaign was a Wool vs Synthetics years ago, and the one released a couple of days ago was the same. It's not working, but they keep rolling out the same narrative. Someone said yesterday that the youth of today don't want to be seen wearing the same clothing item too many times, and that's why fast fashion is a trend right now. Somehow, Wool needs to find a new marketing way. We missed the boat in the category Wool created, activewear because we were out-marketed. I don't have an answer, but AWI has allocated 30-odd million to spend on marketing this year. On what? Do you agree that they have got the Wool marketing speak completely wrong?  Reply to [email protected]

What’s in the paid section today:

Story 2 - Sometimes, there is comfort in knowing where the season is at. Even when it’s stuffed…..

Story 3 - One former prominent politician explains how Australia is looking like a rundown Farm…..

Number of articles and images - 53 in total with 13 funnies.

Number of Farmer replies - 10 in total and lots of opinions on our Tony Maher story.

The Farmers Club - For Ag Enthusiasts

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