AUSTRALIAN wool exporter and processor Michell wants to hear from growers who are frustrated with selling at auction.

Managing director Peter Michell said the company was about to set up what it described as a direct marketing service.

"Our customers who buy yarn and garments want to know where the wool comes from, including such details as whether it is organic or from non-mulesed sheep," Mr Michell said.

He said there were growers who wanted to trade their wool down the pipeline, or retain ownership.

"We think we are better placed than anyone else to provide this direct marketing service," he said.

For many decades Michell has been an exporter and private treaty buyer and was once Australia's largest scourer and carboniser through its topmaking plant at Salisbury, but the company has undergone a major transformation since 2004.

Although wool is still scoured and carbonised at Salisbury, most of Michell's processing, including spinning, is offshore in joint ventures in Malaysia, China and Mexico.

It is also involved in marketing branded product under its I/O Bio label in the northern hemisphere.

Michell is planning to launch its direct marketing service next month. Mr Michell said the company wanted to hear from as many growers as possible regarding their thoughts on direct marketing.

Mr Michell said he was confident that with the use of the internet and social media, many on-farm, communication and marketing costs could be reduced for producers wanting to direct-market their clips, using a range of marketing options.

"We want to work with growers to maximise the value of their whole wool clip, by determining the best and most direct route to market," Mr Michell said.

"If that's through the auction system, then growers can facilitate that process themselves - and up to 30 per cent cheaper - by operating direct through us online."