Wool not sustainable without smart marketing

Nice article in The Land, the Bible hearabouts. Half a page, on page 33. Opposite a report which indicates that the current bosses of the wool industry do not understand marketing. I'm angling to take over the job. "Bring in the Guru!" they will shout. Then it'll be 'all among the wool, boys' as we ramp up the marketing of this fabulous fibre.
Why do I want that poisoned chalice? To live with the heartbreak of carefully conserving topsoil throughout the worst three years of drought in living memory, and feeding the sheep at a cost of many thousands of dollars, only to have the price fall from the highs of 1500 centres a kilo we received 4years ago through the average prices of 880 cents and down through 600 cents to languish around the 550 cents mark for so long.
The price is the scoreboard for the wool marketers. but wool has been much neglected by the people responsible for its selling because they still had their heads in the 1950s when the Korean War saw demand for our wool go through the roof and stay there for nearly a decade. Even small woolgrowers got rich. Wool was a pound a pound. They never recovered from that experience and they've been waiting for it to come back - through the years when the Government propped up the price artificially until there were 4 million bales in stockpile at Yennora in Sydney. The growers were seduced by a cargo cult mentality to believe the world owed them a high price. Heartbreaking for them, when you see the work they put in and the love for the fibre that drives them on. Heartbreaking. It's got to stop. It's a new world. We need new ideas. Not incremental changes, or shifts at the fringes. It needs a root and branch revolution. And we're the ones to turn it around.
The press release that led to the visit of journalist Penny Zell was sent in November 2005. That's how long it can take to turn PR into printed story, even when you've got a good story.