Passive, reactive and overfed is the way wool processor Laurence Modiano describes the organisation he now wishes to be a part of.
An outspoken critic of Australian Wool Innovation (AWI) in recent years, the 43-year-old London-based wool baron is keen to turn around the fortunes of the fibre his family has relied on since his father established G. Modiano Limited in 1957.
His decision to stand in the upcoming elections was not taken lightly, with the current financial turmoil gripping international markets severely threatening his business.
Whether woolgrowers will want his knowledge and expertise of the industry from the other end of the long wool processing chain is yet to be seen.
But either way his presence at these elections make 2008 a fascinating year for a fibre needing a serious lift in price, production and confidence.
Mr Modiano did draw widespread applause from growers earlier this year when he suggested more had to be paid for raw wool for the industry to survive.
But others may see an early stage processor and such a large and influential one, as an enemy rather than a potential saviour.
* Extract from a full report to appear in Stock & Land, October 16.