It has been suggested that Australia's biggest lamb meat processor, Roger Fletcher, accept nomination as the wool industry's next leader.
Mr Fletcher was not discussing whether he would accept the nomination as chairman of Australian Wool Innovation this week but has repeatedly said big changes needed to be made to make wool viable again.
"We need to turn this around very quickly and I can see it happening as long as we get on with the job and sell wool as an upmarket product and not as a commodity," he said.
The call for Fletcher to run AWI comes from the Australian Wool Growers Association (AWGA) and follows continued bitter disunity amongst the board.
AWGA chair Martin Oppenheimer said the wool industry and the confidence of the growers it relied on was at a turning point.
"We need a united effort and a united AWI board to build demand and confidence for wool," Mr Oppenheimer said.
"Roger Fletcher is the person who can do that.
"The decline in the Australian wool production must stop."
WoolProducers Australia executive director Greg Weller poured cold water on the call.
"This industry needs stability and good corporate governance," Mr Weller said.
"We have a brand new marketing program that AWGA supports. Why has this call come from out of left field?
"This group needs to be reminded that the position of chairman is a decision made by the directors and not woolgrower shareholders.
"Woolgrowers decide on who should direct the company, not who should lead the company."
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