Australian Wool Innovation (AWI) chairman Wal Merriman has lashed out at the ABC at an industry event north of Adelaide, telling one of the broadcaster's journalists to "f*** off".

It was one of Mr Merriman's first public appearances since the so-called Man in the Mirror scandal, where he observed a focus group session of fine wool breeders from behind a one-way mirror without their knowledge.

Space to play or pause, M to mute, left and right arrows to seek, up and down arrows for volume. Listen Duration: 6 minutes 7 seconds 6 m Australian Wool Innovation chairman, Wal Merriman, has lashed out at the ABC at an industry event north of Adelaide [LANGUAGE WARNING] ( Marty McCarthy ) Download 2.8 MB

AWI collects levy payments from woolgrowers and receives taxpayer funding to conduct research, development and marketing on behalf of the wool industry.

The ABC was invited to Woolmark's Prize exhibition event on Thursday night, after it was initially told by AWI that Mr Merriman, or chief executive Stuart McCullough, would make a comment on the Man in the Mirror incident.

However, when asked to comment on concern by some wool producers that he covertly observed them, Mr Merriman said, "Go away you useless prick.

"That is just ridiculous, that is disgraceful. F*** off, report that. Rubbish."

AWI keen to move on from incident

In July in Sydney, a group of fine wool growers were asked to give their opinion on AWI's research and development, and were told those views would be kept anonymous, in order to encourage candour.

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But it was later revealed Mr Merriman had observed the session from behind a one-way mirror, leaving those attending outraged.

At the time the story was first reported, Queensland merino breeder Mark Murphy, who was one of the stud producers at the meeting, said he had been unaware of Mr Merriman's presence.

"It bloody near covered one wall, and was a huge mirror, so when we found out after he was watching what was supposedly a completely confidential conversation with no holds barred, it was mindboggling," he said.

"[I] can't believe he actually thought that was OK."

Mr McCullough also refused to be interviewed at the Woolmark event.

AWI spokesman Marius Cumming said the organisation had already written a letter to its levy payers to explain the incident, and would not be responding to any further questions by the media.

"We have written the letter, and you [the ABC] have read the letter out [on radio], so we appreciate that you have read the letter out," Mr Cumming said.

Organisation set for grilling in front of Senate

The issue is expected to dominate AWI's annual general meeting next month, while executive members of the organisation will also be called before a Senate Estimates hearing.

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"He is entitled to explain himself completely, and we'll be doing that in a very thorough fashion at estimates," Queensland senator Barry O'Sullivan said last month.

"I think if we can get onto the record all of the information around this, everyone can make their own judgment."

Some wool producers have expressed dissatisfaction with how AWI operates, with one grower, who wanted to remain anonymous, saying the incident highlights a culture of bullying and intimidation.

"If I was to say something, AWI would be onto me. They play the man not the issue, they bully," the farmer said in a text message to the ABC.

AWI has defended its operation, saying the wool industry has expanded from a $1.9 billion industry in 2010 to a $3.3 billion one today under Mr Merriman's leadership.

Sandy and Dianna Martin, graziers based at Jamestown north of Adelaide, said they were grateful for the work AWI had done to increase the profile and value of Australian wool.

"Wool prices are unbelievable at the moment. Probably wool has doubled in value in the last five years and you have got to give AWI credit," Mr Martin said.

"I'm enjoying seeing those innovations and the way it is being marketed, and we really appreciate what AWI are doing for the industry in regards to marketing," Ms Martin said.

"I'm sure that it has had a lot to do with why wool prices are as good as they are at the moment."