OBSERVATIONS ON WOOL PROCESSING - THE EARLY EXPERIENCE OF EGELABRA

If there be validity in establishing premium wool credentials in proce ssing, then prove it in market areas where few can easily compete with you. If success can be expressed in premium pricing, then direct reso urces to sectors of textile processing beyond the technical reach of t he commodity wools. Egelabra has conducted a two pronged strategy: 1. targeting product differentiation - by using quality, inherent in the genetic character of Egelabra blood wools, to demonstrate margin impro vement; 2. targeting markets differentiation - by proving the material in the toughest of the spun yarn markets, that for worsted weaving ya rns. A number of initiatives have been established to address product differentiation through building direct processing links. Many will fa il to establish distinctive product credentials. I would suggest a che ck list for initiatives with the potential to succeed. This would have four elements: 1. a clear choice of the product arena in which to tes t the distinctive raw material. 2. a disciplined focus on the region i n which to operate. 3. a defined core of client with which to work, an d 4. an internationally credible partner with whom to form a strategic alliance.It is one thing to assemble these elements, determine strate gy and map the route. It is quite another, to achieve market recogniti on. That, requires a reliable delivery of material, which performs in distinctive ways which continue to matter to your buying clients, in c ompetitive conditions where change is the natural order. In setting th e course, Egelabra targeted its field of endeavour, to make the cost o f entry for competitors, as high as possible. Egelabra is now some two years down a five year development period. Encouragement from the woo lcombing alliance, from the participating yarn makers and from the Ege labra Woolgrowers' Association, sustains progress.