Wool, Work and Opportunities: A look behind-the-scenes at the Australian wool industry

Young wool industry professional Shannon Donoghue joined FlowFM's Jessica Dempster on the Country Viewpoint recently to share some behind-the-scenes insights into life in the wool industry. IMAGE: Supplied

For young wool industry professional Shannon Donoghue, a career in the wool sector wasn’t always part of the plan.

Growing up on her grandparents’ sheep farm near Naracoorte in South Australia’s south-east, she was surrounded by agriculture from an early age. But it wasn’t until high school that things began to click.

“I didn’t take much interest in it early on,” she told FlowFM's Jessica Dempster, speaking with her on the Country Viewpoint. “It was probably through showing steers and getting involved in competitions during school that I found my way into it.”

Those early experiences led her into fleece and Merino judging, where a teacher’s simple question in Year 12 helped shape her direction.

“She said, ‘You’re getting pretty good at this – have you thought about a career in wool?’ At the time I hadn’t, but it definitely planted the seed.”

After finishing school, Shannon started out in the industry as a wool handler – a move she found amusing given her grandfather, a shearer, had always warned her not to follow in his footsteps. Within a few years, she was travelling extensively for work, gaining hands-on experience in shearing sheds across the country.

“That’s where I really fell in love with the industry,” she said.

She went on to gain her wool classing qualifications and continued working both in Australia and overseas, before stepping into a training role and eventually moving into her current position with Australian Wool Innovation (AWI) as an Industry Relations Officer for South Australia and Tasmania.

Based in Jamestown in the state’s Mid North, Shannon now works as a link between wool growers and the organisation, helping bridge what she says was once a disconnect between workers and the broader industry.

“A lot of growers didn’t really know what they were paying their levy for,” she said. “Our role is to be on the ground, explaining what AWI does, but also making sure growers have a say in where that investment goes.”

She says her time travelling through different regions has given her a broad perspective on the industry – from lush seasons to drought-affected areas – and an appreciation for the people behind it.

“I love meeting new farmers and seeing how different every region can be,” she said.

More recently, Shannon has also taken her love and knowledge for the industry to social media, building an impressive following on TikTok, where she shares insights into wool production and rural life.

She says what started as a way to share her drone footage has grown into an educational platform, documenting everything from on-farm processes to international wool mills.

“A lot of people don’t know what happens to wool once it leaves the farm,” she said. “It’s been a really good way to explain that in a simple way.”

Talking with Jess about the state of the industry at the moment, Shannon says, while improved market conditions have lifted confidence across the sector in recent months, seasonal conditions remain front of mind for many producers.

“Rain is the big one,” she said. “That’s going to shape a lot of decisions in the next little while.”

Looking ahead, Shannon says she is focused on encouraging more young people to consider careers in wool – both on and off farm.

“There are so many different pathways,” she said. “You don’t have to be a farmer to be part of the industry.”

Her advice is straightforward: “Have a go, ask questions, and say yes to opportunities.”