This is despite news reports this week indicating the peak wool body had opted to do away with the term 'Australian' in its marketing efforts - a move AWI’s chief executive Brenda McGahan says is not correct.

"There has been no decision made about how brands will be used in marketing," Ms McGahan told Rural Press.

Ms McGahan said AWI currently had a "wardrobe of brands" to choose from after the coming together of AWI and Woolmark and was in process of seeking feedback from industry participants on the best options to move forward.

"I'm making sure everything we do is about selling more Australian Merino wool and scrutinising every single dollar - does this deliver in selling more Merino wool or does it increase the selling options."

The consultative process will be kicked off next Wednesday at an AWI meeting in Sydney to which 80 of AWI's biggest levy payers have been invited to attend at AWI's expense.

Ms McGahan said she wanted grower input into AWI's 2009-10 operations plan before it was signed off by the AWI board and submitted to Agriculture Minister Tony Burke two days later.

"Some of the things we do will change but we want to share it," she said.

But, she said, the final decision would be hers.

WoolProducers president Don Hamblin said Ms McGahan had telephoned him to confirm a decision had not been made to remove Australia from their marketing efforts.

Mr Hamblin said he was keen to see the Verification of Australian Merino wool (VAM) program continue which the previous board had spent "considerable amount of money" investing over the past two years.

"As growers we are concerned that our own Australian interests are not devalued in relation to the rest of the world."