Australian Wool Innovation (AWI) are finalising a strategic development plan for the next 3 years, which places a strong emphasis on traceability. The AWI is acting on what they have identified as a macro-consumer trend towards greater interest in the supply chain of a product, particularly amongst generations Y and Z. AWI maintains that the strategy considers perspectives of woolgrowers, ascertained through extensive consultation. The plans include conducting research into fibre traceability technology and implementing near-field communication information tags on garments. These tags will enable consumers to swipe their phones and instantly view information about where the garment has come from. AWI believe changes such as these will be beneficial for the industry, given the identification of traceability as a major investment priority. Other focuses of the new strategy include use of agri-technology and digital marketing streams.


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