From Sheep to Shop Provenance Program to showcase Limestone Coast growers to the world

Australia’s largest independent wool marketer will launch a ground-breaking provenance campaign showcasing the Limestone Coast’s woolgrowers to Australian and international consumers and they’re asking for Limestone Coast locals to participate.

Australian Wool Network’s DNA Limestone campaign will allow customers to discover the provenance of the wool in the products they purchase back to it’s source, the wool growers of the Limestone Coast region, in an exciting and innovative way.

“Some of the world’s most desirable merino wool is being grown right here in the Limestone Coast and our DNA program provides a wonderful opportunity to showcase this to our Australian customers and the many international tourists who purchase our wool products,” said AWN’s State Manager for South Australia Rod Miller.

Australian Wool Network’s DNA program allows customers to scan a QR enabled swing tag on their wool garment or homewares item to view informational videos that showcase the Limestone wool growing region, the wool growers and their sheep that contributed to the making of the product, and to hear their unique stories.

“More and more consumers are wanting to know where the fibres they wear and use come from, and our wool growers are also keen to understand what becomes of the wool they grow,” Mr Miller said.

AWN is calling on Limestone Coast residents to be a part of the DNA Limestone Coast initiative and help shine the spotlight on their region’s wool growers with the launch of a community-led design competition.

AWN’s 2019 inaugural DNA Design Series competition invites people with a strong connection to the Limestone Coast to submit a design with the chance to have their creative idea made into a beautiful homewares item, manufactured in Australia, using the merino wool grown in the Limestone Coast.

Mr Milller said anyone with a connection to the Limestone Coast was eligible to enter.

“Whether it’s local artists, graphic designers, teachers, school children, local business owners or farmers, as long as they can demonstrate a connection to the region they can enter.”

The winner will see their design come to life as a unique homewares product, manufactured in Australia from the world’s most desirable natural fibre, merino wool, sourced from the Limestone Coast. They will also win $1000 and $500 worth of the final product featuring their design.

AWN decided to launch the DNA Design Series, incorporating several South Australian wool growing regions including Flinders and Outback, Limestone Coast and Eyre Peninsula, after the success of DNA Barossa and the Only Merino Barossa Collection.

An exclusive, limited edition range of merino wool blankets designed by local abstract artist Marnie Gilder, the Only Merino Barossa Collection used the wool sourced from Barossa’s wool growers including Jan and John Angas of Hutton Vale and Grant and Helen Burge.

“Our DNA Barossa campaign and the Only Merino Barossa Collection were very successful in highlighting that region’s wool growers so we decided to extend the concept to other South Australian wool growing regions and open it up to the communities to really get them involved,” Mr Miller said.

The DNA Limestone campaign and competition will be officially launched at a special event at South East Field Days, Friday 15 March from 3pm to 5pm at the AWN stand, 289 Hurst Street, on site at SEFD, Lucindale.

The final winning products will be sold at select retail outlets and on the Merino & Co website.

For further information and to enter visit: