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

Page: https://stenobird.com/podcast/profitable-farmer-636898/178-what-is-the-future-for-wool-can-it-survive-with-jamie-will-swales
Text version: https://stenobird.com/podcast/profitable-farmer-636898/178-what-is-the-future-for-wool-can-it-survive-with-jamie-will-swales.md
Podcast: [Profitable Farmer](https://stenobird.com/podcast/profitable-farmer-636898)
Published: 2025-10-23T19:00:00+00:00
Episode link: https://profitablefarmer.podbean.com/e/178-what-is-the-future-for-wool-can-it-survive-with-jamie-will-swales/
Audio file: https://mcdn.podbean.com/mf/web/egxtwke6zm8t6inu/Episode_178_-_What_Is_The_Future_For_Wool_Can_It_Survive-_With_Jamie_Will_Swales_V393s9c.mp3
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Duration seconds: 3434

## Resource

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 rol…

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