Consumers are becoming increasingly educated, but it isn't always to the benefit of agriculture.
Purchasing decisions are influenced by an increasing demand for sustainable, clean and green products, encouraged by messaging and images in the media.
In response, a growing number of brands and companies (whether their intentions are ethical or not) are increasing their customer bases and market share through developing responsible product lines.
However, a well-publicised result of this has been animal activists illegally trespassing on farms, dairies and feedlots, and animal welfare groups lobbying large corporations to stop the use of mulesed wool in fabric manufacture.
The wool industry presents a perfect example of a sustainable carbon neutral product.
Wool prices are currently at record levels, with growers seeing $2000-$2500 a bale, $6 a kilo for their locks, and lines of bellies reaching $8 a kilo. Many growers turned away from wool in the early 1990' as a direct result of the reserve price scheme, but the industry is again booming.
The buoyant market and growing prices are unfortunately being challenged by the rise of animal activism and industry mistruths circulating through social media. We've all seen how social media has given everyone a voice and a platform to damage producers, businesses and industries.
Unsurprisingly, some growers have turned to combat these images and defend their industry. Some are utilising information from industry bodies, while others have used social media to vent frustrations or retaliate through threats and insults. We know these are isolated incidents.
My view is that this approach won't move our industry forward, rather it will lead to an ongoing negative cycle and create a battle of "us verse them".
If the wool industry is going to positively defend and further its brand and standing within the community, I believe it must grow and evolve. We must be informed, educated and progressive and listen to consumers.
We are experiencing this already; animal welfare standards have changed, while clothing companies are rewarding growers for non-mulesed wool, which is seeing a rising number of seedstock producers focus on animals which do not require mulesing.
Without consumers, there will be limited demand for Australian wool. l believe we need to work together and educate them with truths.
- Tom Rookyard is the Future Farmers Network vice chair
