Episode 178 - What Is The Future For Wool? Can It Survive? With Jamie & Will Swales

Australia’s wool sector is still feeling the pinch. There’s no doubt the last couple of years have been challenging, with recent decile two and three prices making it hard for many businesses to stay afloat. But despite these obstacles, the Swales of Woodlands set an example of resilience. They’re carrying 150 years of family heritage into the future, proving that even in the face of adversity, there are opportunities to adapt and thrive.
 

This week, I’m joined by Jamie & Will Swales both proud Platinum Mastermind Alumni from Woodlands, a 4,265 ha merino operation 55 km west of Armidale in NSW’s New England. This year marks 150 years of their family farming this property, with children Will, Georgia and Angus representing the sixth generation. Congratulations to Jamie, Angela, and their family on this incredible milestone.

In this conversation, we dig deep into:

• The significance of 150 years of family farming at Woodlands, discussing how the farm has evolved and the connection to family heritage.
• The current state of the wool industry, including the impact of falling production, shifts in global demand and the disconnect between auction room price signals and actual consumer uptake.
• Strategic responses to tough times, including pivoting to cattle during drought periods and focusing on merino genetics to improve wool production.
• The industry's need for action on mulesing, with Jamie and Will stressing the importance of addressing animal welfare practices and marketing efforts to meet consumer expectations and boost demand.
  
  

Will also shares his personal journey into the wool export industry through Endeavour Wool Exports, a company that’s become one of Australia’s largest wool exporters in just a few short years, now exporting around 220,000 bales annually. Will's role at Endeavour involves helping farmers navigate the export process and connecting them to the global market, offering direct-to-farm services and auction support. You can learn more about Endeavour Wool Exports by visiting their website here or by emailing Will directly at [email protected].
 

Whether you’re a wool grower, a farmer considering merino, or someone keen to understand what levers can shift an entire industry, this episode is for you.

BONUS: Get the exclusive! Hutch catches up with Will Swales 10 days later about his recent trip to China, where he joined a group of young wool producers to tour processing mills. Will shares his insights into the industry's future, with mills investing in state-of-the-art machinery and expanding production. He also talks about advocating for Australian wool growers at the Nanjing Wool Market Conference, highlighting the need for price adjustments as production continues to decline. Will’s message seemed to resonate, with the wool market rallying soon after.

A huge thanks to Jamie & Will for sharing their industry knowledge and practical insights into sustainable farming, wool genetics, and navigating global market challenges. Your experience and forward-thinking approach are invaluable to anyone looking to understand where the wool sector is heading and how they can adapt for the future.

Till next time,

Jeremy Hutchings & the Farm Owners Academy Team


P.S. If you’re feeling the pressure of navigating industry challenges like falling wool prices, shifting demand, or tough times on the farm, the 2026 TOP Producers Workshop is tailored to help you tackle these hurdles head-on. We’ve created this workshop to address the unique challenges farmers like you face, so you can stay ahead in the game. Secure your spot here.