This week on the podcast, Shannon Donoghue joins us to talk about telling the story of wool and why she's so passionate about it.

Growing up on a sheep property in South Australia, Shannon started off in the industry through wool classing before stepping into her current role as an industry relations officer with AWI. Her work now involved helping producers better understand where levy investment goes and ensuring their feedback shapes research, development and marketing

Alongside that, Shannon has built a significant following online, sharing drone footage and, more recently, "Weekly Wool Facts"- a series to get more people interested and extied about sheep and fibre production.

Shannon also explains the shift in consumer attitudes post COVID and the move towards everyday wool in casual and athletic wear, rather than the standard woolen suit.

Head Shepherd is brought to you by neXtgen Agri International Limited.

We help livestock farmers get the most out of the genetics they farm with. Get in touch with us if you would like to hear more about how we can help you do what you do best: info@nextgenagri.com.

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