The farmer-owned Primary Wool Cooperative says it has no regrets about sponsoring the main feature at Fieldays this year, with its message about the benefits of wool getting through to visitors.
Wool and its remarkable recovery was centre-stage at the national agricultural event for the first time in its 43-year history.
Primary Wool director Hamish de Lautour says the fibre has long been regarded as a by-product, which has caused farmers and consumers to lose interest, but the expo showed how much there is to benefit from the fibre.
The wool sector needs to build on its retail branding strategy to maintain momentum, he says.
