Bleat Box: Meet Emma Gittoes Bunting

Emma Gittoes Bunting, Global Sustainability Manager, Australian Wool Innovation Limited.

Before joining the Australian Wool Innovation (AWI) team in 2016, Emma Gittoes Bunting built an impressive career in government, focusing on policy across various portfolios. Although she didn’t come from an agricultural background, her outsider perspective has been an asset, enabling her to challenge conventional thinking and introduce innovative strategies in sustainability.

Starting as the Corporate Affairs Manager at AWI, Emma was responsible for woolgrower and government engagement, as well as trade and market access. This role laid the groundwork for what would become an influential career in sustainability leadership.

In 2019, a move to London allowed Emma to dive deeper into sustainability issues, especially as the European Union began crafting legislation impacting fashion and textile supply chains.

“This was a critical time, as we saw the emergence of new environmental footprinting tools that were being proposed,” Emma said.

“I took the opportunity to manage an advocacy campaign called ‘Make the Label Count,’ aiming to unite organisations around shared concerns regarding these tools’ bias against natural fibres like wool.”

Navigating sustainability challenges

The wool industry faces significant sustainability challenges, and Emma is now at the forefront of addressing them.

“We are witnessing an unfortunate trend where carbon tunnel vision is becoming prevalent,” she said.

“Many businesses set net-zero targets, but in doing so, they overlook the myriad co-benefits that wool production brings to the environment.”

Emma firmly believes that with the right strategies, these challenges can be transformed into opportunities. The recent release of the Woolmark+ roadmap highlights various avenues for growth and practical solutions to support sustainable wool production. This roadmap not only reinforces the industry’s commitment to responsible practices but also provides actionable steps for advancing the wool value chain towards a nature-positive future.

The Sheep Sustainability Framework (SSF)

Emma also sees the Sheep Sustainability Framework (SSF) as a crucial tool for the wool industry.

“The SSF allows us to tell our story authentically, backed by data straight from the source,” she said.

“This framework plays an integral role in shaping how the industry communicates its sustainability efforts, ensuring that the narrative is both transparent and compelling.”

A bright future for wool

With her extensive experience and forward-thinking approach, Emma embodies the spirit of innovation that AWI champions. As the wool industry faces challenges head-on, Emma remains optimistic, believing that with collaboration and commitment, wool’s future can be both bright and sustainable.

“Despite not coming from a wool farm or background, I’ve absolutely fallen in love with the fibre – how couldn’t you?! There’s something so rewarding about knowing you’re working in a job that directly supports wool-growing families and communities.

“Together, we can reshape how the world perceives natural fibres and ensure a thriving future for wool.”