Animal welfare is something we hear much about, but what does it actually mean to the Australian wool industry?
Those that wish to knock the industry take it to mean that Australian woolgrowers do not care for their animals or their livelihood.
Never have I heard a wool exporter, buyer or broker agree with anyone that says our farmers don't care for their livestock, whether these are sheep or other animals.
So, why is there a perception that the Australian industry is lagging behind other wool producing countries on the animal welfare front?
For me, it is mainly because the story has not been told effectively - or communicated clearly enough - for various reasons.
These include that animal rights groups have a stronger voice, the wool industry suffers from a lack of a cohesive direction and leadership, internal wool politics are at play and, perhaps tellingly, we are often reactionary and not proactive on welfare issues.
It is not the role of the exporter or buyer - or any other part of the supply chain - to tell a grower how to manage their operation, because we know the welfare of the animal is always the number one priority for any producer.
Without a sheep in its best condition and growing to its full potential, the woolgrower doesn't have a productive and viable business.
An example of something that could be done proactively in the animal welfare space in Australia is making pain relief for some animal husbandry tasks mandatory across the nation.
Another would be getting 100 per cent of growers completing the National Wool Declaration (NWD) during the shearing process, even if their operation includes breech modification. Declaring this would show transparency.
Most importantly, the industry must continue to reduce its reliance on the practice of breech modification.
Australia is a country of diverse climates and not every grower can do this.
But it is increasingly at the forefront of our overseas customers' business inquiries.
The industry should look past the premiums paid for wool from sheep that have not been modified and find longer term reasons to change.
Market research suggests the next generation of consumers will be even more focused on the provenance and sustainability of the products they are buying.
This includes the Chinese consumer, who is our biggest wool customer.
Simply growing the bulk of the world's raw wool for apparel use will not be reason enough for the next generation of producers to enjoy healthy and equitable market access.
We have to deliver a clear and transparent story that Australia is leading on the animal welfare front.
As an industry moving forward collectively by being proactive, we can ensure our world-best fibre remains the raw material of choice for the global fashion industry well into the future.
