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#044: Rita Kourlis Samuelson about the American Sheep Industry

Rita Kourlis Samuelson ASI Wool Academy Podcast 044


Rita Kourlis Samuelson from the American Sheep Industry Association gives a detailed overview of the sheep and wool industry of the United States. She covers such as how to what is special about American wool, what products the wool goes primarily into and how the industry is set up. Rita also talks about some of the programs the industry association runs to motivate younger generations to enter and stay in the industry as well as programs to help grow the industry. Last but not least Rita also talks about the industry’s efforts to educate the consumers about the benefits of wool.


Rita Kourlis Samuelson is ASI’s director of international wool/pelt marketing. As such, she oversees ASI’s domestic and international wool marketing programs, also quality improvement, product development and government procurement. She also works with international customers of American wool and wool products.

Prior to joining ASI at its start-up in 1989, Kourlis Samuelson worked for the American Sheep Producers Council beginning in 1983, bringing first-hand knowledge of wool and wool production and several years of retail marketing and management experience.

Kourlis Samuelson is past president of Woolknit Associates, a trade association that promotes wool in knitwear.

She has a business degree with an emphasis in marketing from the University of Denver.

The Kourlis family operates a sheep ranch in Craig, CO. Kourlis Samuelson’s father emigrated from Greece more than 60 years ago and started the Kourlis sheep operation years later. She was raised on the ranch with her two brothers and two sisters and has been involved in all aspects of the sheep and wool business.

Connect with Rita Kourlis Samuelson and ASI here

The American Sheep Industry Association website
ASI Facebook page
ASI Twitter account

Key Time Stamps

[spp-timestamp time=”01:33″] About Rita Kourlis Samuelson
[spp-timestamp time=”03:26″] About the American sheep and wool industry
[spp-timestamp time=”06:08″] What type of products is American wool good for
[spp-timestamp time=”08:02″] US Wool in US military garments
[spp-timestamp time=”09:08″] Government procurement at ASI
[spp-timestamp time=”09:48″] Let’s grow campaign
[spp-timestamp time=”12:09″] How to motivate young generations to enter the industry
[spp-timestamp time=”13:19″] The role of social media and website at ASI
[spp-timestamp time=”15:34″] Which social media platform is
[spp-timestamp time=”16:21″] Future topics at ASI – Animal Welfare
[spp-timestamp time=”17:54″] Quick report from the Outdoor Retail Show in Salt Lake City

About the author, Elisabeth

Elisabeth is the founder and host of the Wool Academy Podcast. She also runs her own consulting business where she supports wool industry businesses with strategic communications and project management.
Elisabeth used to work as the Secretary General for the International Wool Textile Organisation where she developed her passion for wool and the wool industry. Her previous education and work experience equipped her also with a broad set of communications skills.

Elisabeth vision is to see the wool industry thrive which is why she supports wool industry businesses communicate successfully.

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