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

Growing up on a sheep property in South Australia, Shannon started off in the industry as a wool classer before stepping into her current role as an industry relations officer with AWI. Her work now involves 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 excited 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 woollen suit.

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