Campaign for Wool Begins With Sheep in London

London, England, Oct. 12, 2010--Sheep were grazing in London's Savile Row this week to promote the natural advantages of wool, according to Weekly Times Now.

The sheep were there to promote the start of the five-year Campaign for Wool, which has been endorsed by Prince Charles.

Australian Wool Innovation has committed $150,000 to the first year of the campaign, which is also being supported by New Zealand and South African producers, the British Wool Marketing Board and UK retailers and brands.

Speaking from London, AWI chief executive Stuart McCullough said he hoped this campaign signalled a turnaround in the fortunes for wool.

McCullough said the campaign was expected to grow next year to include the U.S., France, Italy, New Zealand, Australia, Germany, Japan and Korea and work alongside AWI's other marketing campaigns in key markets.