Kukdong is a major Korean fabric and garment maker. Apart from its own domestic sales under the Cardin (and other) labels, it supplies companies in the US and EU, like Nike, Reebok, New Balance, Puma and Columbia, as well as major US retail chains.

So, Wally, here's a question: Do you really think it is smart for AWI to publicly abuse a customer that not only uses wool but has very, very close relationships with companies in the sports/leisure market (you know, one of those strategic areas that Australian wool is trying to target)?

One thing is certain - after these AWI comments Australian wool will have no chance of winning back this previously long term-customer.

Kukdong's action again highlights what has to be the solution to wool's problem, which is: Wool's promotion must outweigh PETA's promotion.

Market indicators tell Kukdong, and anybody else who looks at these indicators, that soon there will be no wool anyway.

The huge task facing AWI is to change those market indicators, starting with the price. That must be done before any more producers decide what breed of rams to buy this year - that is, as nearly as possible to yesterday.

The way we are headed, no fabric makers will use our wonderful wool. Remember, small fish are sweet. Wake up AWI.

The majority of farmers have or are in the process of ceasing mulesing.

Challenging manufactuers in the media in this way (by AWI) is a major negative. But what do they care? I expect they are earining two or three times as much as the average farmer, so why worry. Drought, flood overseas trends and organisations like PETA don't affect their income.

Animal welfare and environmental impact are classic credence brand features, that is they are not evident in the product itself. Such credence features are of increasing importance world-wide, not just for wool. Their importance to branding can be as important as the product features themselves.

This is not an issue that can be quarantined to this or that customer. It is an issue that affects the world-wide image that consumers have of wool.

Feeble attempts to smear me won't change the fact that another wool processor has been attacked by PETA and alienated by AWI's comments.

Why don't you ask the new AWI board a few questions - what are they doing to counter the PETA threat?

What are they doing to clarify the 2010 dealine confusion created by Wally after the AGM?

What are they doing to promote Australian wool as ethical, clean and green?

There is a deathly silence from the new AWI - such poor communications to both growers and processors is not a good thing for wool at such a crucial time.

If the alternatives aren't available soon, then mulesing won't stop. Simple as that. You're a fool if you do.

Anyhow, if the returns from wool don't improve soon, mulesing won't be an issue. We'll all run Dorpers instead. Rather than mulse our lambs, we'll just cut their throats and eat them. And export some live to the Middle East.

Peta will never be appeased. You're a fool if you think they will be.