CONTENTS / INHOUD. Chairman s Report Voorsittersverslag. The Market & Production Die Mark & Produksie

Transcription

1

2 Chairman s Report Voorsittersverslag 03 CONTENTS / INHOUD The Market & Production Die Mark & Produksie Bee: Black Economic Empowerment Statutory Requirements Research Quality Standards Training Swart Ekonomiese Bemagtiging Statutêre Vereistes Navorsing Kwaliteit Standaarde Opleiding An Overview of the South African Mohair Industry n Oorsig van die Suid- Afrikaanse Sybokhaarindustrie 09 Marketing / Bemarking The Strategy / Die Strategie National / Nasionaal International / Internasionaal Stats & Figures Syfers & Statistieke South African Clip Composition 2010 Suid-Afrikaanse Skeerselsamestelling 2010 Share Of World Production Aandeel In Wêreld Produksie Real Prices Reële Pryse Clip Income 2010 Skeerselinkomste 2010 Production Per District 2010 Produksie Per Distrik 2010 The South African Mohair Industry Since 1969 Die Suid-Afrikaanse Sybokhaarbedryf Vanaf 1969 Mohair Production Since 1972 (Million Kg) Sybokhaarproduksie Vanaf 1972 (Miljoen Kg) Production, Prices & Exchange Rate Produksie, Pryse & Wisselkoers

3 CHAIRMAN S REPORT VOORSITTERSVERSLAG Introduction The year under review was filled with challenges, as well as exciting events and projects. The outbreak of Rift Valley Fever brought about new challenges in the market, specifically in the adult mohair market, where emergency measures had to be introduced to stabilize the price of adult mohair. The rapid approval of these measures by Mohair Pools and the Mohair Trust was of great encouragement to me and the greater industry. The company assisted in receiving Chinese delegations to further investigate the health concerns the Chinese government has around Rift Valley Fever. Sustainability The King III report on Corporate Governance in South Africa requires an integrated financial and non-financial approach of reporting to its stakeholders. We, as a representative company of the mohair industry in South Africa, will endeavor to report in a reliable manner to ensure transparency and honesty to all its stakeholders. With the continuing drought over the majority of the production area during 2010, concerns are rising over a sustainable supply level to the market. The effect on length (and subsequent price) which the drought had and the reduction of weight is quite evident. Ms. Lindsay Humphreys was promoted from PA to Marketing Assistant and Ms. Shanell Stander was appointed as PA to the General Manager and Marketing Manager. We wish them well with their respective roles within the company. I thank all the staff for their continued contributions and dedication to the effective functioning of the company. The market The actual average price for the year amounted to R93.35 which is 21% higher than the 2009 year, with the South African clip coming in at 2.3 million kilograms for the year, with some of the reasons already highlighted earlier in this report. Inleiding Met n terugblik na die afgelope jaar, was dit gevul met uitdagings, sowel as nuwe opwindende projekte en gebeurtenisse. Die uitbreek van slenkdalkoors het nuwe uitdagings in die mark te weeg gebring, meer spesifiek in die grootbokhaar mark, waar noodmaatreëls ingestel moes word om die prys van grootbokhaar te stabiliseer. Die vinnige goedkeuring van hierdie maatreëls deur Mohair Pools en die Sybokhaatrust was n groot aanmoediging vir my en die groter bedryf. Die maatskappy het ook n bydrae gelewer om Sjinese delegasies te ontvang om die gesondheidsrisikos wat die Sjinese regering het rondom slenkdalkoors, verder te ondersoek. eerlikheid aan al ons belangegroepe te verseker. Met die voortslepende droogte in die oorgrote meerderheid van die produksiegebied gedurende 2010, is die volhoubare voorsiening van bokhaar aan die mark steeds kommerwekkend. Die effek wat die droogte gehad het op lengte (en gepaardgaande prys) sowel as afname in gewig het duidelik na vore gekom. Aangesien sybokhaar n natuurlike hernubare produk is, kan die kragte van die natuur nie beheer word nie en moet dit bestuur word binne die raamwerk van n natuurlike produksie omgewing. Die uitrol van die volhoubare sybokhaar riglyne onder produsente het in alle erns gedurende die jaar begin en sal in die toekoms n groot rol speel vir die volhoubaarheid van die bedryf. Die Maatskappy Ons het voortgegaan om te fokus op die kritiese kernpunte van die maatskappy, met bemarking wat die middelpunt van die maatskappy is. Opwindende nuwe projekte soos die Vogue Knitting projek is geïnisieer en die Mohair Collection is voltooi, met n reeks uitstekende, modern en modieuse lewenstyl produkte. Die lang verwagte Hartwater navorsingsprojek, wat uiters belangrik vir die bedryf is, het gedurende die jaar begin. As mohair is a natural renewable product, the forces of nature cannot be controlled and needs to be managed within the confines of a natural production environment. The roll-out of sustainable mohair production guidelines amongst producers started in all earnest during the year and will play a major role in sustainability in future years. The Company We continued to focus on the critical core issues within the company, with marketing being the pivot of the company s activities. Sybokhaartrust Die openhartige en deursigtige werksverhouding tussen die maatskappy en die Trust het dit vir my maklik gemaak om my rol as voorsitter van die maatskappy te vervul. Graag bedank ek die trustees vir hul voortgesette vertroue in die maatskappy en sy aktiwiteite. Direksie Dit blyk of die sybokhaarbedryf amper op n jaarlikse basis n spesiale persoon verloor. Hierdie jaar was geensins anders nie, met die tragiese heengaan van die ondervoorsitter van die maatskappy, Mnr. Malcolm Claasen, n man met groot waardigheid en integriteit wat altyd n belangrike rol in die maatskappy gespeel het. Existing new projects, like the Vogue Knitting project was initiated and the Mohair Collection was completed, with a range of stunning, modern on-trend lifestyle products. The long awaited Heartwater research project started during the year, which is vitally important for the industry at large. Ons verwelkom Mnr. Andrew Laing as die verteenwoordiger van die prosesseerders op die direksie. Ons Mense Gedurende die jaar het ons in verskeie personeel ontwikkelingsinisiatiewe belê, wat werknemers op verskeie vlakke binne die maatskappy bevoordeel het. Mohair Trust The open and transparent working relationship between the company and the Trust made it easy for me to fulfill my role as chairman of the company. I would like to thank the trustees for the continued faith placed in the company and its activities. Me. Lindsay Humphreys is bevorder van Persoonlike Assistent tot Bemarkings-Assistent en Me. Shanell Stander is aangestel as Persoonlike Assistent tot die Hoofbestuurder en Bemarkingsbestuurder. Ons wens hul beide sterkte toe met hul onderskeie rolle binne die maatskappy. Board of Directors It seems that the mohair industry loses a special person almost every year. This year was no different with the sad passing of the vice-chairman of the company, Mr. Malcolm Claasen, a man with great dignity and integrity, whom always played a pivotal role in the company. We welcome Mr. Andrew Laing as the processor s representative to the Board of Directors. Our people During the year we invested in various people development initiatives, benefiting employees at various levels within the company. Conclusion I wish to thank my fellow board members, whom are a ready source of insight and support to enable me to lead the company into the future and best serve the needs of the industry. Volhoubaarheid Die King III verslag oor korporatiewe bestuur in Suid-Afrika vereis n geïntegreerde finansiële en nie-finansiële benadering tot verslagdoening aan die belangegroepe. Ons as verteenwoordigende maatskappy van die sybokhaarbedryf in Suid-Afrika sal streef om op n verantwoordelike wyse verslag te doen om deursigtigheid en Ek bedank al die personeel vir hul volgehoue dienslewering en toegewydheid wat bygedra het tot die effektiewe funksionering van die maatskappy. Die Mark en Produksie Die gemiddelde prys vir die jaar het op R93.35 te staan gekom, wat 21% hoër is as die 2009 jaar, met die Suid-Afrikaanse skeersel wat ingeweeg het op 2.3 miljoen kg vir die jaar, met sommige van die redes vir die afname wat reeds vroeër in die verslag uitgewys is. Afsluiting Ek wil graag my mede direkteure bedank, wat altyd n konstante ondersteuning bied en insig tot die tafel bring. Dit stel my in staat om die maatskappy die toekoms in te lei op n manier wat die beste belange van die bedryf op die hart dra

4 MARKET & PRODUCTION Once again the continuing drought had a negative effect on production volumes, with the South African clip amounting to 2.3 million kg. MARKET & PRODUCTION DIE MARK & PRODUKSIE The average price for the year amounted to R93.35 per kg, a 21% increase from After taking into account the producer price inflation, the real price for the year amounted to R50 per kg. Losses due to disease and vermin are evident, with the volume of kids decreasing from 19% in 2009 to 16% in 2010 and fine adults experiencing exactly the same decrease in volumes. The 2010 year started off sluggishly for the kid mohair market, with kid prices 20% lower than the opening sale of Young goats and adult prices performed very well in the summer season, with adult mohair averaging at R91 per kg for the season. With the outbreak of rift valley fever and the corresponding loss of one of the greasy buyers on the auction floor, adult mohair prices plummeted and the pool company implemented a 45% premium in the floor price level of adult mohair. This had an almost immediate positive effect on the adult mohair market, with prices recovering from a low of R62 per kg to close on R80 per kg by the last sale of Exports for the year decreased by 5% from 2009 and amounted to 4.3 million kg, while imports grew by 18% to 1.5 million kg. The recovery in the kid mohair market is expected to be at a slow pace, with the demand for young goats and adult mohair expected to remain strong during DIE MARK & PRODUKSIE Die voortgesette droogte het weereens n negatiewe invloed op produksievolumes gehad, met die Suid-Afrikaanse skeersel wat 2.3 miljoen kg beloop het. Die gemiddelde prys vir die jaar het R93.35 per kg bedra, n styging van 21% vanaf As die produsente prysinflasie in ag geneem word, het die reële prys vir die jaar R50 per kg beloop. Verliese as gevolg van siekte en ongediertes kom duidelik na vore, met die volume kleinbokkies wat van 19% in 2009 tot 16% in 2010 gedaal het en fyn grootbokke wat presies dieselfde afname in volumes getoon het. Die 2010-jaar het traag begin vir die kleinbokkiehaar mark, met die pryse van kleinbokkies wat 20% laer as die openingsveiling van 2009 was. Jongbokke en grootbokhaar pryse het goed vertoon gedurende die somerseisoen, met grootbokhaar wat n gemiddeld van R91 per kg vir die seisoen behaal het. Met die uitbreek van slenkdalkoors en die gepaardgaande vertrek van een van die vetwolkopers op die veilingsvloer, het die prys van grootbokhaar getuimel, en die poelmaatskappy het n premie van 45% op die vloerprysvlak van grootbokhaar ingestel. Dit het bykans onmiddellik n positiewe uitwerking op die mark vir grootbokhaar gehad, met pryse wat van n laagtepunt van R62 per kg tot bykans R80 per kg op die laaste veiling vir 2010, herstel het. Uitvoere vir die jaar het met 5% afgeneem van 2009 en het op 4.3 miljoen kg te staan gekom, terwyl invoere met 18% tot 1.5 miljoen kg toegeneem het. Die herstel in die kleinbokkiehaar mark sal na verwagting stadig wees, terwyl die aanvraag vir jongbokke- en grootbokke na verwagting sterk sal bly in

5 BEE: BLACK ECONOMIC EMPOWERMENT During the 2010 year the Mohair Industry Empowerment Trust was established to co-ordinate all empowerment actions in the mohair industry in future. The first five students that have successfully completed their three-year training started to farm commercially with Angora goats on the farm Uitkomst in the Jansenville district during the year. The farm was made available by the Department of Land Reform and is rented by the Angora goat farmers. Mentorship for these new entrants will continue to ensure the success of the project. STATUTORY REQUIREMENTS Interaction with government departments on all levels continued during the year. These partnerships remain of vital importance to the mohair industry. The chairman of the company attended the annual general meeting of the International Wool Textile Organization (IWTO) in France and an address by Mohair South Africa focused on the benefits of blending wool and mohair. The company retain membership of other national organisations, such as the South African Chamber of Commerce and Industry and the Port Elizabeth Chamber of Commerce and Industry. RESEARCH Various research projects were continued during the year and other projects were initiated, with a total budget for scientific research amounting to R that has been approved for the year. The collection of economic information that is undertaken jointly by the wool, red meat and mohair industries, was continued successfully during the year and remains a useful tool for producers to measure themselves against. A delegation of three directors undertook a trip to the Far East and Japan, which coincided with the award function of the Fashion University in TRAINING The bursary scheme at Grootfontein Agricultural College was continued during the year and remains an integral part of the training of future experts in the mohair industry. The involvement with the Nelson Mandela Metropolitan University was also continued and Mohair South Africa was one of the main sponsors of the fashion show at the end of the year. During 2010 a project was launched with the Fashion University in Japan, whereby 31 fashion design students were given material and yarn in mohair with which to design outfits. The top student was selected at a fashion show and award ceremony in Nagoya, Japan, and the winner undertook a trip to South African with the Fashion Design Lecturer in December 2010 to get first-hand knowledge of the industry in South Africa. Training in grading at Marlow and Winterberg continued during the year and a financial contribution was made to upgrade the facilities at Marlow, which should assist with the training of shearing in the future. SWART EKONOMIESE BEMAGTIGING Gedurende die 2010-jaar is die Bemagtigingstrust van die Sybokhaarbedryf gestig, wat voortaan alle bemagtigingsaksies van die sybokhaarbedryf sal koördineer. Die eerste vyf studente wat hulle driejaarlange opleiding suksesvol voltooi het, het gedurende die jaar op die plaas Uitkomst in die Jansenville-distrik kommersieel met angorabokke begin boer. Die plaas is deur die Departement van Grondhervorming beskikbaar gestel en word deur die opkomende angorabokboere gehuur. Mentorskap vir hierdie nuwe toetreders word voortgesit om die sukses van die projek te verseker. STATUTÊRE VEREISTES Interaksie met regeringsdepartemente op alle vlakke het gedurende die jaar voortgeduur. Hierdie vennootskappe bly van kardinale belang vir die sybokhaarbedryf. Die International Wool Textile Organization (IWTO) se algemene jaarvergadering wat in Frankryk gehou is, is deur die voorsitter van die maatskappy bygewoon en n voorlegging deur Sybokhaar Suid-Afrika het gefokus op die voordele van die vermenging van wol en sybokhaar. Die maatskappy het lidmaatskap van ander nasionale organisasies, soos die Suid- Afrikaanse kamer van Handel en Nywerheid asook die Port Elizabeth Chamber of Commerce and Industry behou. NAVORSING Verskeie navorsingsprojekte is gedurende die jaar voortgesit, en ander is geïnisieer, met n totale begroting vir wetenskaplike navorsing ten bedrae van R wat vir die jaar goedgekeur is. Die ekonomiese inligtingsinsameling wat gesamentlik deur die wol-, rooivleis- en sybokhaarbedrywe gedoen word, het suksesvol gedurende die jaar voortgeduur en bly n waardevolle hulpmiddel vir produsente om hulself teen te meet. n Delegasie van drie direksielede het n reis na die Verre-Ooste en Japan onderneem, wat saamgeval het met die prysoorhandigingsfunksie van die Mode Universiteit in Nagoya, Japan. KWALITEIT STANDAARDE Die nuutingestelde 30kg-kompetisie vir winterkleinbokkies is gekanselleer as gevolg van n gebrek aan deelname aan hierdie kompetisie. Nuwe voorgestelde reëls is in plek gesit vir die Daidoh- kompetisie vir 2011, maar as gevolg van personeelveranderinge by die Daidoh-maatskappy in Japan moes die reëls vir 2011 noodgedwonge onveranderd gelaat word. Aanpassings is aan die klasstandaarde aangebring om dit meer toepaslik op huidige tendense en behoeftes te maak. Die volhoubare sybokhaarriglyne is verder verfyn en produsente is direk genader vir deelname. Die riglyne op prosesseringsvlak is ook reeds byna gefinaliseer. Hierdie volledige stel riglyne van produsent tot prosesseerder sal n integrale dokument vorm om die bedryf korrek te posisioneer vir die toekoms. OPLEIDING Die beursskema by Grootfontein Landboukollege is voortgesit gedurende die jaar en bly n integrale deel van die opleiding van toekomstige kundiges in die sybokhaarbedryf. Nagoya, Japan. QUALITY STANDARDS The new 30kg competition for winter kids has been cancelled due to a lack of Die betrokkenheid by die Nelson Mandela Metropolitaanse Universiteit is voortgesit en Sybokhaar Suid-Afrika het opgetree as een van die hoofborge van die modevertoning aan die einde van die jaar. participation in this competition. New proposed rules have been put in place for the Daidoh competition for 2011, but as a result of staff changes at the Daidoh company in Japan the rules for 2011 had Gedurende 2010 is n projek met Mode Universiteit in Japan geloods, waarin 31 modeontwerpstudente materiaal en gare in bokhaar geborg is om uitrustings mee te ontwerp. perforce to remain unchanged. Amendments have been made to the class standards to make it more applicable to current trends and needs. The sustainable mohair guidelines have been further refined and producers were Die topstudent is gedurende n mode-vertoning en prysoorhandigingsfunksie in Nagoya, Japan aangewys, wat saam met die Mode-ontwerp dosent gedurende Desember 2010 na Suid-Afrika gereis het om eerstehandse kennis van die bedryf in Suid-Afrika op te doen. approached directly to participate. The guidelines on processing level are also virtually completed. This full set of guidelines from producer to processor will form an integrated document to correctly position the industry for the future. Klasseringopleiding by Marlow en Winterberg is voortgesit gedurende die jaar en n finansiële bydrae is gemaak om die geriewe by Marlow op te gradeer, wat skeerderopleiding in die toekoms n hupstoot sal gee

6 OVERVIEW OF THE SOUTH AFRICAN MOHAIR INDUSTRY N OORSIG VAN DIE SUID-AFRIKAANSE SYBOKHAARINDUSTRIE Empowerment Trust SAMGA South African Mohair Growers Association Small Scale Producers* MOHAIR TRUST MOHAIR SOUTH AFRICA** Angora Goat & Mohair Journal (Industry Publication) MEMBERSHIP GROUPINGS: South African Farm Workers Association Farm Workers 1 x Director +/ Farm Workers South African Mohair Growers Association Producers 4 x Directors +/ Farmers The Ram Breeders Society Ram Breeders 1 x Director +/- 45 Ram Breeders South African Wool & Mohair Broker s Association Brokers 1 x Director 4 Brokers South African Wool & Mohair Buyers Association Buyers 2 x Director 7 Buyers South African Wool & Mohair Processors Association Processors 1 x Director 2 Processors *Small Scale Producers - Produce less than 200kg s of mohair per year. **The income beneficiary of the Mohair Trust

7 2010 will always be remembered as the year where we showed the world and our fellow South Africans that we can we can deliver and we have a lot to offer on all fronts. We surprised ourselves and realised that being truly South African is cool and hence the upswing in the patriotic spend of the local consumer and the upswing of the tourist spend on truly South African gifts. This trend can only bode well for the mohair industry if we capitalise on the crafts that supply the tourist market for international visitors. MARKETING STRATEGY FOR MOHAIR SOUTH AFRICA During 2010 Mohair SA set out to determine the way forward with regard to marketing. Inputs were given by advertising agencies, public relations companies, marketing specialists and Directors who were tasked with the marketing portfolio. The strategy was accepted and endorsed by the full Board of Mohair SA. A process of assessing where we are now (the current status of the industry and market place), where do we want to be (the blue sky), how do we get there (the annual plan) and how do we know once we have got there (measurement and indications) was applied. This resulted in a strategy that was signed off by the Mohair SA board at the end of WE MARKET TO ONS BEMARK AAN STAKEHOLDERS BELANGHEBBERS WE FEEDBACK TO ONS GEE TERUGVOER AAN Farm Workers Plaaswerker SAMGA SASKV Ram Breeders Ramtelers Brokers Makelaars Buyers Koper Marketing MSA Bemarking SSA Topmakers Kambolvervaardigers Spinners Spinners Weaver/Knitter Wewers/Breiers Manufacturers Vervaardigers Designers Ontwerpers Brand/Retail Handelsmerk/Kleinhandel End Consumer Eindverbruiker We feedback downstream Ons gee afwaarts terugvoering We market upstream Ons bemark opwaarts 2010 sal altyd onthou word as die jaar waarin daar vir die wêreld gewys is ons en ons mede- Suid-Afrikaners kan ons kan presteer en ons het baie om op vele gebiede te bied. Ons het onsself verras en besef dat om eg Suid-Afrikaans te wees, gewild is en daarom die opswaai in die patriotiese besteding van die plaaslike verbruiker en die opswaai in die besteding van toeriste aan eg Suid-Afrikaanse geskenke. Hierdie tendens kan vir die sybokhaarbedryf net goed wees as ons kan kapitaliseer uit die handwerk goedere wat die toeristemark vir internasionale besoekers voorsien. MARKETING / BEMARKING BEMARKINGSTRATEGIE VIR SYBOKHAAR SUID-AFRIKA (SSA) SSA het gedurende 2010 begin om die pad vorentoe ten opsigte van bemarking uit te stippel. Insette is van advertensie-agentskappe, skakelmaatskappye, bemarkingsdeskundiges en die Direkteure wat die bemarkingsportefeulje behartig, ontvang. Die strategie is deur die volle Direksie van SSA aanvaar en onderskryf. Die Trustakte bepaal watter bemarkingsaktiwiteite Sybokhaar SA mag onderneem soos uiteengesit in die statuut van Sybokhaar SA. n Proses om te bepaal: waar ons nou is (in die huidige stand van die bedryf en markplek) waar ons wil wees (die blou lug), hoe ons daar gaan kom (die jaarplan) hoe ons gaan weet as ons daar is (meting en aanwysers) Dit het tot n strategie gelei wat deur die Direksie van Sybokhaar SA afgeteken is aan die einde van

8 THE STRATEGY / DIE STRATEGIE Simplified chain of where mohair travels Vereenvoudigde ketting van waar sybokhaar reis Farmer & Farmworker Boer & Plaaswerker Broker Makelaar Buyer Koper Topmaker Kambolvervaardiger Spinner Spinner Agent Trader Handelaar The strategy that has been agreed to is as follows: Definition of market segments: Pertains to where mohair can be utilised. Obviously there are many areas, and we have had to prioritise and focus on the areas that consume the entire clip. Definition of sectors: Pertains to the steps in the value chain where we want to influence, promote and market mohair. The sectors identified are: Spinners, Weavers, Designers, Manufactures, Wholesalers, Retailers, End Consumers, Government and Corporate gift market. Below is a diagram of the segments and sectors that we will focus on in both South Africa and internationally. Daar is op die volgende strategie ooreengekom: Definisie van marksegmente: Is verwant aan waar sybokhaar gebruik kan word. Daar is vanselfsprekend baie areas en ons moes prioritiseer en op die areas fokus wat die totale skeersel verbruik. Definisie van sektore: Het betrekking op die stappe in die waardeketting waar ons n invloed wil uitoefen en sybokhaar wil bevorder en bemark. Die volgende sektore is geïdentifiseer: Spinners, Wewers, Ontwerpers, Vervaardigers, Groothandelaars, Kleinhandelaars, Eindverbruikers, Regering en Korporatiewe-geskenke-mark. Hieronder is n diagram van die segmente en sektore waarop ons in Suid-Afrika en internasionaal gaan fokus. NATIONAL FOCUS / NASIONALE FOKUS The segments selected are: Functional wear (socks), Home ware (interior products), Hand craft (hand knitting) and agri-tourism. / Die geselekteerde segmente is: Funksionele drag (sokkies), Huisware (binnenshuise produkte), Handwerk (handbreiwerk) en agri-toerisme. SEKTORE / SECTORS Weaving Weef Designer Ontwerper Knitting Brei Brands Handelsmerke SEGMENTS SUID- AFRIKA Spinner Wewer Weaver Funksionele Drag Huisware Handwerk Agritoerisme Ontwerper Designer Vervaardiger Manufacturer Groothandelaar Wholesalers Kleinhandelaar Retailers Eindverbruikers End Consumer Regering Government Korporatiewe mark Corporate Market X X Manufacturer Vervaardiger Agent INTERNATIONAL FOCUS DIAGRAM / INTERNASIONALE FOKUS DIAGRAM The segments selected are: Apparel, Home ware (interior products), Accessories, Hand craft (hand knitting) and Fashion knitwear (machine). / Die geselekteerde segmente is: Klere, Huisware (binnenshuise produkte), Bykomstighede, Handwerk (handbreiwerk) en Gebreide modedrag (masjiengebrei). Retail Kleinhandel INTER- NASIONAAL Spinner Wewer Weaver SEKTORE / SECTORS Ontwerper Designer Vervaardiger Manufacturer Groothandelaar Wholesalers Kleinhandelaar Retailers Eindverbruikers End Consumer END CONSUMER EINDVERBRUIKER SEGMENTS Klere Apparel Gebreide Modedrag Fashion Knitwear Bykomstighede Handwerk Handicrafts Huisware Homeware 13 14

9 NATIONAL would stock mohair products so that the end consumer could purchase the locally Website The website was used as a tool to talk to the NASIONAAL Port Elizabeth Lughawe opgesit, met die opskrif Welkom in die Sybokhaarhoofstad Katalogus vir Korporatiewe Geskenke Die wêreldwye mark vir korporatiewe Don t Leave Without It! This campaign was born as a way to encourage both locals and internationals not to leave Port Elizabeth, the Eastern Cape and South Africa without a mohair product/gift (all locally made of course). Post World Cup, we spoke about Don t leave your home or work without it. We pushed the call to action by creating an awareness of locally manufactured mohair products. A rather alluring billboard was placed on the main route to the soccer stadium and was a call to action for this campaign. The visuals were continually reinforced through publications and electronic media, both locally and nationally during This campaign caught the attention of the media and aired on national television via Maggs on Media and a live radio interview on SAFM. This campaign certainly assisted in positioning mohair in the minds of the locals and the internationals. Nelson Mandela Bay Tourism placed a giant size mohair image in the Port Elizabeth Airport with a caption stating Welcome to the Mohair Capital of the World. This went up before the World Cup with an intended life span of a year. The PINK DRIVE and the Comrades The aim was to position mohair as a fibre that is associated with great health and wellness and we wanted feedback on the actual mohair running sock. The PINK DRIVE was an initiative to create breast cancer awareness and the Comrades was used as a platform to do so. The plan was to have 2010 runners wearing PINK mohair socks during the race. Mohair SA, Cape Mohair and Reebok sponsored the socks for this event. We then used this platform to do market research amongst the runners using the socks. The focus areas were general mohair awareness and sock style and design feedback. Mohair Meander The mohair meander was launched in 2009 as the first agri-tourism route in the Eastern Cape. The aim of this was to link the end consumer to the source of origin on a farm. It was imperative that all the local farmstalls on the meander manufactured products. The meander has been presented as an opportunity for farmers to generate a secondary income via tourism. The Mohair Experience in Jansenville has continued to be upgraded as a show piece of the industry. Bedford Mohair Extravaganza The Bedford Garden Club gathered the crowds from far and wide to host a successful mohair extravaganza on the Knox s farm. The event comprised a fashion show (Nelson Mandela Metropolitan University students showed off their mohair garments), talks and presentations and various stalls selling mohair products. Corporate Gift Catalogue The global corporate gifting market is worth millions of dollars. We were alerted to this opportunity as Coca Cola Mexico approached us for mohair travel rugs made in South Africa for their World Cup clients. The local manufacturer pulled out all the stops to deliver on time. An electronic corporate gift catalogue was put together using local manufacturers as suppliers. Each company positioned their unique products and their sense of being truly South African. Gift Bags We have magnificent finished products which are given to important people, but we lacked a way to present these at special occasions, hence a large and small bag was designed to tell the mohair story. The handles were made from mohair yarn to add to the authenticity. world. The landing page was used to carry the Don t Leave Without It campaign. A number of press releases were placed under the news column and the hits and inquiries received were very positive. Mohair Collection Formerly known as the Signature Collection, this was a collaboration using South African manufacturers and the design input of Josef Greeff of Greeff Designs. In 2009 the collection had a soft launch at the international summit, whereafter the collection was re-worked in preparation for the international market. The aim is to have a commercially viable collection of superior design available online for purchase. Design Indaba A representative of Mohair SA attended the conference and trade show of Design Indaba in Cape Town. This was an opportunity to connect with designers from all over the world from various design disciplines. This is South Africa s opportunity to showcase its designs to the international market. Li Edelkoort presented her trend presentation which included references to mohair. Don t leave without it! Hierdie veldtog het ontstaan as n manier om plaaslike en internasionale besoekers aan te moedig om nie Port Elizabeth, die Oos-Kaap en Suid-Afrika te verlaat sonder n sybokhaarproduk/geskenk nie (alles natuurlik plaaslik vervaardig). Na die Wêreldbeker het ons begin sê Don t leave your home or work without it. Ons het daadwerklike optrede aangemoedig deur n bewustheid gefokus op plaaslik vervaardigde sybokhaarprodukte. n Reklamebord wat baie opvallend was, is op die hoofroete na die sokkerstadion opgerig om hierdie veldtog af te skop. Die visuele beelde is deurlopend versterk deur publikasies en die elektroniese media, plaaslik en nasionaal, gedurende Hierdie veldtog het die media se aandag getrek en is op nasionale televisie uitgesaai via Maggs on Media en n direkte radioonderhoud op SAFM. Hierdie veldtog het beslis bygedra om sybokhaar in die gedagtes van plaaslike inwoners en internasionale besoekers te laat vassteek. Nelson Mandelabaai Toerisme het n reuse sybokhaarafbeelding in die van die Wêreld. Dit is voor die Wêreldbeker opgesit met die doel om dit vir n een jaar periode in plek te hou. Die PIENK INISIATIEF en die Comrades Die doel was om sybokhaar te posisioneer as n vesel wat met goeie gesondheid en welsyn geassosieer word en ons wou terugvoer kry oor die sybokhaarhardloopsokkies wat gebruik is. Die PIENK INISIATIEF is n inisiatief om bewustheid vir borskanker te skep en die Comrades is as n platform gebruik om dit te doen. Die plan was om 2010 atlete te hê wat PIENK sybokhaarsokkies gedurende die wedloop dra. Sybokhaar SA, Cape Mohair en Reebok het die sokkies vir die geleentheid geborg. Ons het toe hierdie platform gebruik om marknavorsing onder atlete te doen wat hierdie sokkies ontvang het. Die fokusareas was algemene bewustheid van sybokhaar en terugvoer oor die styl en ontwerp van die sokkie. Mohair Meander Die Mohair Meander is in 2009 geloods as die eerste agritoerismeroete in die Oos-Kaap. Die doel daarvan was om die eindverbruiker met die bron van oorsprong op n plaas te verbind. Dit was noodsaaklik dat al die padstalletjies langs die meander sybokhaarprodukte moes aanhou sodat die eindverbruiker die plaaslik vervaardigde produkte kon koop. Die Meander is aan boere aangebied as n geleentheid om n sekondêre inkomste uit toerisme te genereer. Die Mohair Experience in Jansenville word voortdurend opgegradeer as n vertoonstuk van die bedryf. Bedford Sybokhaar Extravaganza Die Bedford Tuinbouklub het mense van heinde en ver gelok om n suksesvolle sybokhaar-extravaganza op die Knox-plaas aan te bied. Die geleentheid het bestaan uit n modeparade (studente van Nelson Mandela Metropolitaanse Universiteit het hul sybokhaar-uitrustings vertoon), praatjies en aanbiedings en verskeie stalletjies wat sybokhaarprodukte verkoop het. geskenke is miljoene dollar werd. Ons aandag was hierop gevestig toe Coca Cola Mexiko ons genader het vir sybokhaarreiskomberse wat in Suid-Afrika gemaak is vir hul Wêreldbeker-kliënte. Die plaaslike vervaardiger het geen moeite ontsien om die bestelling betyds af te lewer nie. n Elektroniese katalogus van korporatiewe geskenke is saamgestel met plaaslike vervaardigers as die verskaffers. Elke maatskappy het hul unieke produkte en hul weergawe van eg Suid-Afrikaans uitgebeeld. Geskenksakkies Ons het ongelooflike produkte wat as geskenke aan belangrike mense gegee word, maar ons het nie n manier gehad om dit by spesiale geleenthede te oorhandig nie; gevolglik is n groot en klein sakkie ontwerp om die sybokhaarverhaal te vertel. Die handvatsels is van sybokhaargare gemaak om dit nog meer oorspronklik te maak. Webtuiste Die webtuiste is as n hulpmiddel gebruik om met die wêreld te kommunikeer. Die landingsblad is gebruik om die Don t leave without it -veldtog te adverteer. n Aantal persvrystellings is onder die nuuskolom geplaas en die besoeke aan die webwerf en die navrae wat ontvang is, was baie positief. Mohair Collection Hierdie versameling, voorheen bekend as die Signature Collection was die resultaat tussen Suid-Afrikaanse vervaardigers en ontwerpinsette deur Josef Greeff van Greeff Ontwerpe. Die versameling is in 2009 by die internasionale sybokhaarberaad geloods, waarna dit aangepas is ter voorbereiding vir die internasionale mark. Die doel is om n versameling uitstaande ontwerpe wat kommersieel lewensvatbaar is, aanlyn vir verkope beskikbaar te stel. Design Indaba Verteenwoordigers van Sybokhaar SA het die konferensie en handelskou van Design Indaba in Kaapstad bygewoon. Hierdie was n geleentheid om in aanraking te kom met ontwerpers van reg oor die wêreld, van verskillende ontwerpdissiplines. Hierdie is Suid-Afrika se geleentheid om sy ontwerpe aan die internasionale mark ten toon te stel. Li Edelkoort se aanbieding oor modeneigings het verwysings na sybokhaar ingesluit

10 INTERNATIONAL Li Edelkoort Project Li Edelkoort presented the mohair trend forecast to the audience at the Mohair Summit in As part of her project with Mohair SA, she would then present to audiences in Paris, Milan, New York and Tokyo. Audiences consisted of designers, journalists, students, buyers, retailers, spinners, weavers, etc. Representatives of Mohair SA attended all of these presentations and then had the opportunity to network with those who attended the talks. In New York, we were introduced to Vogue Knitting, a publication that targets the topend hand knitting market in the USA and Canada. The collaboration with Li certainly has put mohair on the lips of the design fraternity and opened doors. Her influence is far reaching and the reaction is clear to see. She has a very strong following amongst the youth sector. It was good to have Miyuki Keori attend the Tokyo presentation and to meet the various media segments. Vogue Japan had featured the Mohair Summit and Li s trend presentation. Vogue Knitting Project Hand knitting yarns traditionally use the mohair from the adult and young goat segment of the clip. It therefore made sense to pursue this project as there are over 56 million crafters in the USA and Canada, of which most knit or crochet. Since the global crunch, the hand knitting market has revived as people look to keep their fingers busy and to use their creative spirit. We know that the mohair boom of the late 70s early 80s was all thanks to this market and so the Magic of Mohair design contest was implemented using Vogue Knitting as the vehicle, with the winner being announced in January 2011 at Vogue Live in New York. The competition is divided into an open category plus runner-up and a student category. The winning designer would win a trip to South Africa to be mohairised. Spin Expo Spin Expo is a yarn trade show that is held twice a year in China (March and September) and once a year in New York (July). Mohair SA, assisted by a Chinese partner, has managed a stand at Spin Expo for the past five years, but this was the first time that Mohair SA participated at the March show. It is critical that mohair is represented at the yarn trade shows as this is where the whole process starts. The aim is to influence the spinners to stock mohair yarns as part of their range. The yarns on offer range from knitting (industrial machine) to hand knitting. Buyers from all over the globe attend this show and it is growing each year. A large quantity of mohair yarn is spun in China. The Chinese domestic market doesn t know mohair and hence the amount of education and promotion that needs to be done is huge. Global Forum Cape Town, South Africa hosted the Global Forum in June. Times Inc. invited the top 50 global business leaders to discuss business issues with international government leaders. A Mohair SA representative attended the event as Brand South Africa approached Mohair SA to assist in sourcing mohair throws and gifts for the dignitaries. These were presented early one morning on top of Table Mountain with a card that read from one global leader to another. There was an opportunity to explain the relevance of the gift before Bill Clinton walked off proudly with his throw. Don t Leave Without It! As an extension of the World Cup Campaign, each soccer player and their management that spent a night in the Nelson Mandela Bay during the tournament received a mohair gift comprising a pair of mohair sports socks. These were presented with a Don t Leave Without It wrapper. Selected top-end bed-and-breakfast establishments were approached and these gifts and marketing material were placed in their international visitors rooms, e.g. BBC journalists who used PE as their base during the event. Many international journalists that visited our metro prior to the World Cup were presented with press packs, mohair gifts and in some cases were even mohairized. INTER NASIONA AL Li Edelkoort Projek Li Edelkoort het n aanbieding oor die verwagte modeneigings vir sybokhaar by die Sybokhaarspitsberaad in 2009 gedoen. As deel van haar projek met Sybokhaar SA, het sy onderneem om ook aanbiedings gedurende 2010 aan gehore in Parys, Milaan, New York en Tokio te doen. Die gehore het bestaan uit ontwerpers, joernaliste, studente, aankopers, kleinhandelaars, spinners, wewers, ens. Verteenwoordigers van Sybokhaar SA het al hierdie aanbiedings bygewoon en daarna die geleentheid gehad om met diegene wat die praatjies bygewoon het, te skakel. In New York is ons bekendgestel aan Vogue Knitting, n publikasie wat gemik is op die hoërklas handbreiwerkmark in die VSA en Kanada. Die samewerking met Li het beslis daarin geslaag om sybokhaar op die lippe van die ontwerpers gemeenskap te plaas en het nuwe deure oopgemaak. Haar invloed strek baie wyd en die reaksie is duidelik te sien. Sy is veral gewild onder die jeug. Vogue Knitting Projek Die handbreigare mark gebruik gewoonlik die groot- en jongbokhaarsegmente van die skeersel. Dit het dus sin gemaak om hierdie projek verder te voer omdat daar meer as 56 miljoen handbreiers in die VSA en Kanada is, waarvan die meeste brei of hekel. Die handbreiwerkmark het n oplewing beleef sedert die globale resessie omdat mense hul hande wou besig hou en hul kreatiwiteit wou gebruik. Ons weet dat die oplewing in sybokhaar in die laat sewentigerjare en vroeë tagtigerjare te danke was aan hierdie mark en daarom is die Magic of Mohair -ontwerpkompetisie geloods met Vogue Knitting wat as ons voertuig vir hierdie doel gebruik is. Die wenner is in Januarie 2011 by Vogue Live in New York aangekondig. Die wenontwerper het n reis na Suid-Afrika gewen en is op n sybokhaar bekendstellingtoer geneem. Spin Expo Spin Expo is n garehandelskou wat twee maal per jaar in Sjina gehou word (Maart en September) en een maal per jaar in New York (Julie). Sybokhaar SA, bygestaan deur n Sjinese vennoot, het vir die afgelope vyf jaar n stalletjie by die Spin Expo beman, maar Sybokhaar SA het vir die eerste keer aan die Maart-skou deelgeneem. Dit is noodsaaklik dat sybokhaar by die handelskoue vir gare ten toon gestel word omrede die hele proses daar begin. Die doel is om die spinners aan te moedig om sybokhaargare as deel van hul reeks aan te hou. Die gare wat aangebied word, wissel van breigare (industriële masjien) tot handbreigare. Aankopers van regoor die wêreld woon hierdie skou by en dit groei elke jaar. n Groot hoeveelheid sybokhaargare word in Sjina gespin. Sybokhaar is nie bekend aan die plaaslike Sjinese mark nie en daarom is daar n groot behoefte aan opvoeding en bemarking wat vervul moet word. Global Forum Kaapstad, Suid-Afrika het die Global Forum in Junie 2010 aangebied. Times Ing. het die top 50 sakeleiers in die wêreld genooi om sakekwessies met internasionale regeringsleiers te bespreek. Sybokhaar SA is genader om sybokhaarkombersies as geskenke vir die hooggeplaastes te kry. Dit is een oggend vroeg boop Tafelberg oorhandig saam met n kaartjie was gesê het, van een wêreldleier aan n ander. Daar was geleentheid om die toepaslikheid van die geskenk te verduidelik voordat Bill Clinton trots met sy kombersie weggestap het. Don t leave without it! As n verlenging van die W ê r e l d b e k e r - v e l d t o g, het elke sokkerspeler en hul bestuur wat n nag in Nelson Mandelabaai oorgebly het gedurende die toernooi, n sybokhaargeskenk ontvang wat bestaan het uit n paar sybokhaar sportsokkies. Dit is toegedraai in Don leave without it -geskenkpapier. n Paar uitsoekbed-en-ontbyt-ondernemings is genader en hierdie geskenke en bemarkingsmateriaal is in die kamers van hul internasionale besoekers geplaas, bv. joernaliste van die BBC wat PE as hul basis gedurende die toernooi gebruik het. Talle internasionale joernaliste wat ons metro voor die Wêreldbeker besoek het, het perspakette en sybokhaargeskenke ontvang en sommige is selfs op n sybokhaar-bekendstellingtoer geneem

11 CLIP COMPOSITION SKEERSELSAMESTELLING STATS & FIGURES SYFERS & STATISTIEKE STRONG ADULTS 47% ADULTS15% FINE 18% KIDS 20% YOUNG GOATS SHARE OF WORLD PRODUCTION AANDEEL IN WÊRELD PRODUKSIE LESOTHO 16% OTHER 4% NEW ZEALAND 1% AUSTRALIA 4% ARGENTINA 15% USA 10% TURKEY 3% 48% SOUTH AFRICA 19 20

12 REAL PRICES / REËLE PRYSE Australia Belgium Canada China Denmark France Germany Hong- Kong India Indonesia Ireland Italy Japan Korea Macau Malaysia Mauritius Mexico Morocco CLIP INCOME SKEERSELINKOMSTE Nepal New Zealand 0 Peru Portugal STRONG ADULTS 37% 24% KIDS Russia 0 South America Spain Switzerland Taiwan Thailand Turkey FINE ADULTS 15% 24% YOUNG GOATS U.K Uruguay 186 Usa TOTAL

13 PRODUCTION PER DISTRICT 2010 (AS A % OF THE TOTAL) PRODUKSIE PER DISTRIK 2010 (AS N % VAN DIE TOTAAL) (67.6% Of total production / van totale produksie) DISTRIK DISTRICT % BYDRAE % CONTRIBUTION DISTRIK DISTRICT % BYDRAE % CONTRIBUTION Willowmore / Rietbron 13.40% Port Elizabeth 3.80% Cradock 10.38% Adelaide 3.65% Jansenville 9.39% Pearston 3.58% Aberdeen 9.00% Bedford 3.04% Somerset East 7.51% Albany 2.95% Steytlerville 4.76% George / Mossel Bay 2.51% Graaff-Reinet 4.72% Fort Beaufort 2.25% Murraysburg 4.62% Uniondale 2.21% Beaufort West 4.60% Uitenhage 1.99% Prins Albert 3.98% Oudtshoorn 1.65% THE SOUTH AFRICAN MOHAIR INDUSTRY SINCE 1969 DIE SUID-AFRIKAANSE SYBOKHAARBEDRYF VANAF 1969 Jaar Year Bokke(Miljoen) Goats(Million) Production (Million kg) Produksie (Miljoen kg) Prys (s/kg) Price (c/kg) Value (R'000) Waarde (R 000)

14 MOHAIR PRODUCTION SINCE 1972 (MILLION KG) SYBOKHAARPRODUKSIE VANAF 1972 (MILJOEN KG) Jaar Year S-AFRIKA S-AFRICA TURKYE TURKEY V.S.A U.S.A ARGENTINIë ARGENTINA AUSTRALIë AUSTRALIA N-SEELAND N.ZEALAND LESOTHO LESOTHO OTHER ANDER TOTAAL TOTAL PRODUCTION, PRICES & EXCHANGE RATE PRODUKSIE, PRYSE & WISSELKOERS PRODUKSIE / PRODUCTION R /$ / R /PKG SEISOEN / SE ASON Production Price R/$ Linear(production) Linear(price)

15

16