Wool's chief body has not handled mulesing well, research developments have not been fast enough and accountability within the company has not been good enough.
Those three startling admissions came from Australian Wool Innovation chair Brian van Rooyen this week, who said he has heard the message that his company has not delivered.
Speaking to a small gathering of growers at Sheepvention in Hamilton, Victoria, Mr van Rooyen promised the culture of his organisation had to change under his command, starting with accountability.
"We are aiming to lift wool demand by 20 to 30 million kilograms from today," he said.
"We need to have an influence on wool price and our new business to business structure and marketing focus will do this."
Next week AWI will relaunch the famous interwoven Woolmark and over the next three years will spend $120 million promoting 'Merino' through variations of the logo and a tiered marketing structure.
While each woolgrower has a different idea of what is a sustainable wool price, Mr van Rooyen says the eastern market indicator (EMI) needs to be at least between 1000 and 1100 cents for woolgrowers to be receiving a decent return.
* Extract from a full report in selected Rural Press weekly agricultural newspapers.
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