AUSTRALIA’S largest independent wool marketer will launch a ground-breaking campaign to showcase the Limestone Coast’s wool growers to national and international consumers.
Calling for support from the South East community, Australian Wool Network’s (AWN) DNA Limestone campaign allows customers to discover the provenance of the wool in the products they purchase back to it’s source – the Limestone Coast region – in an innovative way.
“Some of the world’s most desirable merino wool is being grown right here in the Limestone Coast and our DNA program provides a wonderful opportunity to showcase this to our Australian customers and the many international tourists who purchase our wool products,”AWN South Australian state manager Rod Miller said.
The DNA program allows customers to scan a QR enabled swing tag on their wool garment or homewares item to view informational videos that showcase the Limestone wool growing region, the wool growers and their sheep and to hear their unique stories.
“More and more consumers are wanting to know where the fibres they wear and use come from and our wool growers are also keen to understand what becomes of the wool they grow,” Mr Miller said.
AWN is calling on Limestone Coast residents to be part of the DNA Limestone Coast initiative and help shine the spotlight on their region’s wool growers with the launch of a community-led design competition.
The 2019 inaugural DNA Design Series competition invites people with a strong Limestone Coast connection to submit a design with the chance to have their creative idea made into a homewares item, manufactured in Australia, using the merino wool grown in the region.
Mr Miller said anyone with a connection to the region was eligible to enter.
“Whether it is local artists, graphic designers, teachers, school children, local business owners or farmers, as long as they can demonstrate a connection to the region they can enter,” he said.
They will also win $1000 and $500 worth of the final product featuring their design.
The DNA Limestone campaign and competition will be officially launched at the South East Field Days this Friday between 3pm and 5pm at the AWN stand.
The final winning products will be sold at select retail outlets and on the Merino and Co website.
