Midlands Merino at Campbell Town has joined a ‘bale to retail’ campaign that will see the provenance of its wool showcased by the Australian Wool Network.
Already known for producing some of the world’s best merino, Tasmania’s Midlands will be firmly stamped on the wool marketing map under the network’s campaign that features regionally branded labels for Hysport and MerinoSnug woollen garments.
The label features a QR code which, when scanned, loads a video that tells the story of where Midlands Merino wool comes from, including well-known sites Ross Bridge and Ross Bakery.
Midlands Merino owner Tom Clarke said the marketing opportunity came about through his agent, Brett Cox, who works for the network.
“We’ve been with AWN for 3-4 years. We’re one of many producers supplying them across the country,” Mr Clarke said.
When Mr Cox approached the Clarkes about being involved in the campaign they jumped at the opportunity.
“It’s nice to know where your wool is being used,” Mr Clarke said.
“We used to shear the sheep and the fleeces would go to an agent and then to auction. Through this, people can find out more,” he said.
Midlands Merino is based at Quorn Hall, Campbell Town, and farms around 10,000 sheep and a further 8,000 fat lambs, along with poppy, potato, canola and cereal crops.
“My son Alex handles the cropping. We have up to 1200 to 1500 hectares of crops per year,” Mr Clarke said.
Alex Clarke is a seventh-generation farmer, whose ancestors brought Leicester sheep to Hobart from England.
The Clarkes’ other son, Will, is a professional cyclist who lives between Girona, Spain, and Quorn Hall.
Mr Cox said the Australian Wool Network’s campaign was a great opportunity for producers to share their product and consumers to understand more about wool production.
“The concept of taking our local woolgrowing clients from farm to garment was well received,” he said.
“The videos of the Midlands give them a greater understanding of the program as they can identify with them,’’ Mr Cox said.