Australian Wool Innovation

What Australian Wool Innovation does

Australian Wool Innovation (AWI) is a statutory not-for-profit company founded in 2001 that conducts research, development, and marketing on behalf of approximately 80,000 Australian woolgrowers. It is primarily funded through a 1.5% levy on the sale price of shorn greasy wool, with the rate set every three years via the WoolPoll vote of eligible levy payers. AWI is headquartered in Sydney with 51–100 employees, and its wholly-owned subsidiary The Woolmark Company operates as the global authority on wool with regional offices across China, Europe, Japan, Korea, and Vietnam.

AWI's core technical and program assets include the Merino Lifetime Productivity project — described as the world's largest sheep experiment, tracking 5,700 ewes across five evaluation sites since 2015 with A$8 million in AWI funding over 10 years — a portfolio of grower decision-support portals (FlyBoss, WormBoss, LiceBoss, WoolQ), mobile pest-tracking applications (FeralScan, RabbitScan), and physical innovations such as AWI-designed modular sheep delivery units licensed to six Australian manufacturers. The organization also funds active biological wool-harvesting research with the University of Adelaide, wool-as-soil-amendment work with CSIRO, and the cross-RDC Farmers2Founders ag-tech innovation program.

The revenue model is hybrid: woolgrower levy income (subscription-recurring) funds R&D and domestic extension, while The Woolmark Company generates licensing, certification, and brand-partnership revenue from global processors and fashion brands using Australian wool. AWI distributes services through on-farm extension networks, publications (Beyond the Bale magazine, The Yarn Podcast, The Broader View), regional Woolmark offices, and direct research partnerships with CSIRO, the University of Adelaide, AMSEA, RIST, and the Invasive Animals CRC.

Name

Australian Wool Innovation

Legal name

Australian Wool Innovation Limited

Website

https://wool.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Australian Wool Innovation is a statutory not-for-profit R&D and marketing body for the Australian wool industry, funded by a 1.5% woolgrower levy. It serves approximately 80,000 woolgrowers through on-farm research, extension training, and The Woolmark Company's global brand and certification programs.

Ownership category

akta.pro rank

Product category

Wool Industry Research and Marketing

NAICS

Sheep Farming (11241), Sheep and Goat Farming (1124)

SIC

Agricultural Prod-Livestock & Animal Specialties (200), Agricultural Services (700)

akta.pro primary industry

Sheep Farming (Wool & Meat) (AFAEAFAA)

akta.pro secondary industries

Wool & Fiber Production (Shearing, Sorting, On-Farm Grading) (AFAEAFAD), Breeding Stock & Genetics (Rams/Bucks, Stud Services, AI/ET Programs) (AFAEAFAE)

Keywords

• Wool industry research
• Wool marketing services
• Wool certification programs
• Sheep on-farm research
• Woolgrower extension services

Headquarters

HQ city

The Rocks

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations, Others

Revenue model

1. Woolgrower Levy: AWI is primarily funded through a wool levy paid by woolgrowers. The levy rate is set through WoolPoll, a triennial vote by eligible levy payers. Currently the levy rate is 1.5% of the sale price of woolgrowers' shorn greasy wool. This funds research, development, and marketing activities.
2. The Woolmark Company Licensing & Certification: AWI's subsidiary The Woolmark Company provides licensing and certification services to brands and manufacturers using Australian wool, generating revenue through certification fees and brand partnerships.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Australian Wool Innovation (AWI) is a not-for-profit research, development and marketing company that invests along the global wool supply chain on behalf of approximately 80,000 Australian woolgrowers. It funds on-farm R&D (genetics, sheep health, wool harvesting, pest management), delivers extension and training programs, and operates The Woolmark Company, which provides global wool marketing, brand partnerships and the Woolmark fibre-content certification program.

Product overview

Australian Wool Innovation (AWI) operates wool.com as its primary digital hub for woolgrowers, offering a platform of interconnected tools and programs. The core offerings include The Woolmark Company (global wool marketing and certification authority), publications like Beyond the Bale magazine and The Yarn Podcast, and training programs such as Lifetime Ewe Management. Grower tools include FlyBoss, WormBoss, and LiceBoss for parasite management. Mobile applications RabbitScan and FeralScan enable pest animal tracking. Research programs encompass Biological Wool Harvesting, Merino Lifetime Productivity (MLP), and Farmers2Founders innovation initiatives. The Modular Sheep Delivery Units represent physical products for shearing efficiency. Woolmark+ provides sustainability certification programs.

Differentiator

Problem solved

Functional benefit

Brands

• The Yarn Podcast: AWI's podcast exploring wool's global supply chain from woolgrowers to manufacturers and designers
• Beyond the Bale
• Woolmark
• WoolPoll

Products and services

• The Woolmark Company (Woolmark Certification) Fibre-content certification and brand licensing program for products containing Australian wool, operated through The Woolmark Company as AWI's wholly-owned subsidiary. Used by global fashion brands and textile manufacturers seeking quality assurance and consumer-facing brand recognition.
• Lifetime Ewe Management Training course for sheep producers covering condition scoring and pasture availability decision-making. Co-run with RIST and completed by more than 5,000 farmers; participants report approximately 10% boost in lambing rates and farm sheep capacity.
• Merino Lifetime Productivity (MLP) Project Long-running research program generating genetic and production data on 5,700 Merino ewes across five evaluation sites. Provides open genetic and productivity insights for the Merino industry through AMSEA partnership.
• Modular Sheep Delivery Units Portable shearing systems designed to deliver sheep directly to shearers, eliminating catch and drag during wool harvesting. Available in automatic (pneumatically powered) and manual versions from licensed manufacturers; improves shearing shed safety and efficiency for woolgrowers.
• Biological Wool Harvesting Research program developing an injectable protein treatment that creates a weakened zone at the base of wool fibres, enabling fleece to remain on sheep without nets until mechanically removed. Built on the earlier CSIRO Bioclip method.
• FlyBoss Online decision-support tool helping woolgrowers plan flystrike prevention and treatment strategies.
• WormBoss Online decision-support tool helping sheep producers manage worm control and drenching programs.
• LiceBoss Online decision-support tool for sheep lice management and treatment strategies for woolgrowers.
• RabbitScan Free smartphone app that uses digital mapping to track the spread of rabbit biocontrol agents and viruses, supporting coordinated rabbit control.
• FeralScan Digital mapping tool for recording and tracking feral animal sightings and control activities (including wild dogs, foxes and rabbits) across Australia.
• Wild Dog Exclusion Fencing Resources Practical guide and resources for woolgrowers covering design and construction of exclusion fences to prevent wild dog attacks on sheep.
• Farmers2Founders (F2F) Innovation program that develops entrepreneurship and technology capabilities among rural producers, co-funded with four other rural R&D corporations to solve agricultural industry challenges.
• Woolmark+ Australian Wool Insetting Program Sustainability certification program helping woolgrowers and supply chain partners demonstrate environmental credentials and transition towards nature-positive production.
• WoolQ Digital Exchange Digital exchange and storage platform for the wool supply chain providing data and document management across woolgrowers, brokers and buyers.
• Beyond the Bale Magazine Quarterly magazine providing wool levy payers with R&D activity updates, marketing initiative summaries and new on-farm practices.
• The Yarn Podcast Industry podcast covering woolgrowers, manufacturers, designers and the wool supply chain, with topics including research updates, market intelligence, sustainability and industry news.

Quantifiable outcome

• Farmers completing Lifetime Ewe Management course boost lambing rates by approximately 10%
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature4 records

Partnerships

Nine partnerships are on record, tiered core.

• Rural Industries Skill Training Centre (RIST)coreStrategic or Co-development PartnerRIST co-runs the Lifetime Ewe Management course with AWI, a training program helping sheep producers make data-driven decisions. The course has been completed by more than 5,000 farmers, boosting lambing rates and farm capacity by approximately 10%.
• Xinao TextilescoreGTM or Marketing PartnerChinese knitwear manufacturing giant partnered with The Woolmark Company for supply chain seminars and tours. Hosted events for brand partners and independent designers showcasing wool processing from raw wool to finished garments.
• Donghua UniversitycoreStrategic or Co-development PartnerWoolmark-partnered Wool Education Centre (WEC) opened in 2018 at Shanghai International College of Fashion and Innovation. Provides students with innovative learning about Australian Merino wool versatility.
• Farmers2Founders (F2F)coreStrategic or Co-development PartnerWorld-first innovation program involving five rural Research and Development Corporations: AWI, MLA, GRDC, AgriFutures and Wine Australia. Develops entrepreneurship and technology capabilities among producers to solve agricultural industry challenges. Funded through the Incubator Support initiative with national Government funding.
• University of AdelaidecoreStrategic or Co-development PartnerAWI funds biological wool harvesting research at University of Adelaide under Professor Phil Hynd. The project investigates creating weakened zones in wool fibers to enable mechanical harvesting without traditional shearing.
• CSIROcoreStrategic or Co-development PartnerCollaborative research with CSIRO on applying low-grade wool as soil amendment. Field trials in NSW demonstrate measurable improvements in soil health including increased moisture retention, higher microbial activity, and slow-release nutrients.
• Australian Merino Sire Evaluation Association (AMSEA)coreStrategic or Co-development PartnerPartnership for the Merino Lifetime Productivity (MLP) project, the world's largest sheep experiment tracking 5,700 ewes across five evaluation sites. $8M AWI funding over 10 years from 2015 plus $5M from project partners.
• Invasive Animals CRCcoreStrategic or Co-development PartnerCollaboration on wild dog management and rabbit control. Includes National Wild Dog Action Plan coordination, RHDV1 K5 rabbit biocontrol release, and economic impact assessments for vertebrate pests costing the wool industry over $120M annually.
• Animal Control Technologies Australia (ACTA)coreStrategic or Co-development PartnerManufactures DOGABAIT and FOXECUTE (PAPP baits) for wild dog and fox control. PAPP developed with AWI funding as an alternative to 1080 for areas where its use is restricted.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Woolinnovation
• YouTubeyoutube.com/user/AustralianWool
• LinkedInlinkedin.com/company/australian-wool-innovation

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Australian Wool Innovation