“The wool industry is at a crossroad right now.”

That is the opinion of John Roberts, managing director of not-for-profit organisation Woolmark, which works alongside Australia’s 60,000 woolgrowers to research, develop and certify Australian wool.

Not only that, but Woolmark also collaborates with brands, educates people on wool and its properties, and champions the fibre’s sustainable credentials. It has now launched what it is calling a “major future-facing programme” for the wool industry, Woolmark+.

Wool makes up 1% of the apparel market by volume, but 8% by value. Coupled with production costs and its labour-intensive production it is becoming “almost untenable”.

“We are in a situation where a lot of wool growers are leaving the industry,” said Roberts.

In 2018, farmers received AUD$18 a kilo