Mr Michell, now in his 61st year of working at his South-Australian-based family wool business Michell Pty Ltd, counts his experience selling Australian wool in a range of foreign countries as pivotal to being able to assist steer Michell's through the vagaries of the wool industry, and most notably have it survive to be the only western processing wool plant still in operation.

“I have got about 365 career highlight per year, but my travels to countries like Afghanistan, Iraq, Iran and Greece selling wool were exciting times,” he told Rural Press.

Today he has been recognised in the Australia Day Honours for his service to the Australian wool industry, particularly for his roles with professional associations and his contributions as a wool processor and exporter to the community.

A humbled Mr Michell said he was “thrilled to bits” to receive the AM under the member in the general division, but not before admitting the attention was “a bit embarrassing.”

“I had no idea until a few weeks ago and it’s really, well quite exciting but I am not completely sure why I have been recognised,” he said.

Mr Michell, the fourth generation to work in the family business, started his wool career at the then known as G.H. Michell & Sons Pty Ltd in 1949, and over the past six decades has worked across most sectors of the business – from wool sorting and selling to marketing, hide and sheepskin tanning, management and various advisory roles.

He was the company’s managing director for 22 years and chairman for two more – before a brief retirement in 2001.

In June 2003, Mr Michell and his two sons, David and Peter, bought the wool processing and trading operation of Michell Australia Pty Ltd bringing Mr Michell out of retirement to become a director of the business.

A self confessed workaholic, Mr Michell is still head down at his desk at the Michells head office almost every working day.

“One of the strengths of a family business is your business is a matter of heart than of pocket – its been that way my whole life,” he said.

Mr Michell predicts the future success of the wool industry lies solely with the Asian countries of China and India and getting designers connected with wool.

“The use of wool around the world depends on only one person and that is the designer – they determine what goes into the fabric blend,” he said.

“The retailers don’t have a clue what goes into their stock and the mums and dads who buy don’t care.”