Sheep Industry News July 2023

Pendleton Pays Premium for AWA Certification

W hen ASI developed the American Wool Assur ance program several years ago, one of the po tential benefits for producers included receiving a premium price for their wool clips. That day has arrived for some American wool producers, as Pendleton Woolen Mills paid a premium for certified wool in 2023. “What we’re doing is asking wool growers to go through this process,” said Pendleton’s Dan Gutzman. “The premium we paid was designed to help offset the costs of becoming certified. I think all of our producers reached Level 1 certifi cation through AWA, and more than half went a step further and reached Level 2. We realize it has been a tough year in the sheep industry and the added time and costs didn’t make sense for every producer. But we hope they are starting to see the value and the importance of working with the available certification programs.” AWA and the Responsible Wool Standard are the two main programs available to American producers at this point. And they came along in recent years as clothing labels were plac ing an emphasis on documenting animal care in the produc tion of wool products. Gutzman said producers should think of the certification process as being nearly as important as the preparation of the wool clip, especially when it comes to marketing that prod uct. “A statement I’ve made most of my life is that the wools that are well prepared and genetics controlled are usually the premium paid lots in a lot of these auctions,” he said. “And at the same level I’m talking about classing, skirting and packaging, I would say about documenting your process and trying to adhere some label to it – whether its AWA, RWS or the next one coming down the road. It’s going to be impor tant to market your wool. The premium you’re hoping to get is going to come with labeling. It’s going to be important to go through that process.” While wool quality is first and foremost when it comes to getting that product sold, certification could be the difference between two equally prepared lots. “This isn’t coming out of left field,” said Gutzman. “The consumers are pushing the importance of animal care, and the wool industry needs to adapt and address those con cerns. Starting something like this takes time, but we need to keep moving in the right direction. We’re a particular target because we have a label that goes to market. We’re vertical, so our label ends up on that product. When the consumer starts

asking these questions, we have to deliver an answer. That’s why these certification programs are so important to compa nies like ours.” Gutzman said Pendleton has envisioned a line of AWA branded products, but there isn’t currently enough AWA certified wool to make that happen. He said the company will continue to ask growers to get certified, as well as move for ward from Level 1 to Level 2 to Level 3 of the AWA program. “Is this the best thing since sliced bread as it stands? Not yet,” Gutzman said. “Being certified – regardless of which program you use – doesn’t mean your wool is perfect. But it’s a step in the right direction.” Level 1 certification requires completion of two short online courses and is free to producers. Level 2 certification includes a second-party evaluation with an AWA-trained evaluator while Level 3 requires a third-party audit. AWA was developed by ASI in coordination with producers, the Ameri can wool industry and Colorado State University. ASI Wool Production Programs Manager Heather Pearce oversees administration of the program and is available at heather@sheepusa.org or 303-371-3500, ext. 102, to answer any questions. Producers can also visit the AWA website at AmerianWoolAssurance.org.

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