Building credible sustainability for Australian wool

As global markets sharpen their focus on sustainability, demand is growing for fibre produced in ways that regenerate landscapes and deliver measurable environmental outcomes. For many Australian woolgrowers, this type of environmental stewardship is nothing new – they have been managing land responsibly for generations. What has changed is the need to back that story with credible, consistent, and commercially relevant evidence.

The Woolmark+ Nature Positive Farming Framework, developed through a major Australian Wool Innovation (AWI)‑funded collaboration, is designed to give woolgrowers the tools to measure, manage, and communicate their environmental performance in a way that is trusted across the supply chain.

Turning toward nature‑positive fibres

Brands are increasingly seeking fibre produced under regenerative, nature‑positive systems. However, inconsistent definitions and limited ability to provide evidence of positive environmental outcomes at scale have created barriers for growers and confusion for buyers.

The Woolmark+ Nature Positive Farming Framework addresses these challenges by establishing science‑based, practical environmental metrics that can be applied to wool properties nationwide. These metrics allow growers to demonstrate environmental outcomes in a way that is transparent, comparable, and aligned with international expectations.

Defining nature-positive farming Terms such as ‘nature positive’ and ‘regenerative agriculture’ are increasingly used across the fashion and textiles industry, as well as throughout the wool supply chain. To provide clarity and consistency, the project undertook months of consultation with key stakeholders, including woolgrowers, brands and wool certification bodies. The agreed definition of nature-positive farming is: 'Nature positive farming' leaves the land in a better condition for the next generation enhancing regeneration, biodiversity and supporting livelihoods and animals. A grower-led, cost-effective, scalable approach to measurement A cornerstone of the project was developing a woolgrower-centred approach to environmental performance measurement and reporting that aligned with farm business performance, management practice and farmer wellbeing. Key considerations guiding the framework’s development included: An Australian methodology with potential for global adoption Credible, evidence-based and cost-effective measurement Metrics that are regionally and seasonally relevant The 10 core environmental metrics The framework also refined a set of 10 priority environmental metrics, closely aligned with the Sheep Sustainability Framework (SSF) priorities: Aquatic condition Ecological condition Fertiliser use intensity Forage condition Ground cover Net greenhouse gas emissions intensity Pest, herbicide and fungicide use Shade and shelter Tree cover Water use intensity. Each metric is supported by a draft scoring protocol that measures both current status and trends over time, giving growers a clear, evidence‑based picture of their environmental performance and progress.

A New Woolmark+ Specification on the Horizon

Looking ahead, AWI plans to embed the Framework within a new Woolmark+ specification – an evolution of the iconic Woolmark Certification Scheme. This will allow brands to source wool that meets both traditional quality standards and verified nature‑positive credentials.

The Woolmark+ Nature Positive Farming Framework represents a strategic shift for the Australian wool industry, moving sustainability from a marketing claim to a measurable, evidence‑based performance standard.

For growers, it offers a pathway to recognition, market differentiation, and long‑term resilience. For brands, it provides the confidence to invest in Australian wool as a climate‑smart, environmentally responsible fibre.