American Sheep Magazine March 2026

CONVENTION COVERAGE 2026

ASI WOOL COUNCIL WORK SESSION: TURNING PRIORITIES INTO ACTION The ASI Wool Council Work Session is where wool leaders and staff get practical: reviewing what’s working, what’s at risk, and what needs to happen next to keep American wool competi tive in military, domestic, and international markets. It’s part strat egy meeting, part progress report, and part “roll up your sleeves” work session for the year ahead. WHAT ROSE TO THE TOP THIS YEAR: Protecting the military market was front and center. Wool remains a key component in U.S. military textiles, and speakers flagged the importance of defending the Berry Amendment re quirement for American wool. ASI is working closely with the National Council of Textile Organizations (NCTO) to keep do mestic wool in military procurement. Domestic marketing also got a clear boost through expand ed programs over the last year. “We’re seeing consumers respond when we connect American wool to real benefits like performance, sustainability, and the people behind it,” said Christa Rochford, Wool Marketing Program Manager. KEY TAKEAWAYS • Elevate Wool launches this spring, a 2026 roadmap from “what the market needs” to genetics, management, and shearing best practices. • Small and midsize mills need support and ASI is answer ing with a Mill Meetup this summer to troubleshoot, share learnings, and build connections. • International markets remain essential: with a large share of U.S. wool moving offshore, exports are a primary outlet that keeps wool flowing, helps prevent inventory backlogs, and diversifies demand when domestic channels tighten. • ASI is investing in marketing that turns awareness into action, educating consumers on sustainability via the Sus tainability Hub, and connecting them to U.S. wool brands through the Gift Guide and Shop page to help strengthen demand for American wool.

“American wool marketing is gaining momentum because these efforts work together, not in isolation. Elevate wool aims to improve the clip, export-market development helps keep wool moving, clear sustainability education builds confidence, and our promotion programs connect consumers directly to domestic brands using American wool. Each piece strengthens the next, and the whole pipeline wins.”

CHRISTA ROCHFORD | WOOL MARKETING PROGRAM MANAGER

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