How wool producers can unlock value through transparency

Transparency is becoming increasingly important as wool buyers seek greater visibility of on-farm production practices. Image supplied. 

As customers and supply chains seek greater visibility of how Australian wool is produced, providing clear information about on-farm practices is becoming increasingly important.

The National Wool Declaration (NWD) gives Australian woolgrowers a simple way to communicate information that cannot be determined through wool testing alone such as mulesing status and other management information.

Australian Wool Innovation (AWI) said its engagement with brands and retailers continues to deliver a clear message: customers want greater participation in the NWD.

For growers, responding to that demand can have commercial benefits.

More information gives buyers greater confidence

Once completed, information from the NWD flows through to sale catalogues and wool test certificates. This gives buyers access to relevant production information at the point of sale.

This transparency can help buyers identify wool that meets their sourcing requirements and provides clearer signals back to growers about what the market values.

The benefits aren't limited to growers operating under a particular production system. AWI encourages all woolgrowers to complete an NWD regardless of breed, wool type or management system.

Declaration rates are increasing

The latest figures show Australian growers are increasingly providing this information to the market.

Across the Merino clip, 81.8% of wool was declared in the 2025–26 season to date.

The proportion of Merino wool declared as non-mulesed has also increased from 50.9% in 2023–24 to 53.2% in 2025–26 year to date. Over the same period, the proportion declared as mulesed declined from 9.1% to 6.6%.

A similar trend can be seen in non-Merino wool with non-mulesed wool accounting for 52% of declared bales in 2025–26 year to date.

Turning customer expectations into market opportunities

The clearest reason to provide this information is perhaps the signal coming from the market.

AWI's analysis shows premiums for both non-mulesed and ceased-mulesed wool have been higher this season than in previous years. Wool sold without an NWD is more commonly subject to discounts.

It is a practical example of the connection between sustainability, transparency and commercial outcomes.

As expectations from brands, retailers and consumers continue to evolve, the ability to provide credible information about how Australian sheep are raised and managed will be increasingly important to maintaining customer confidence and market access.

Completing the NWD is a simple way for Australian woolgrowers to provide buyers with the information they need. It also helps ensure growers are well positioned to respond to market requirements

This article is based on the AWI article ‘Use the NWD to attract the highest price’ published in Autumn 2026.