Cape Wools has developed a certification mark for South African Merino wool as part of the industry’s programme to promote wool and its properties locally. The term “Merino” is used in place of “wool” in order to establish a more positive fibre identity among consumers and dispel possible negative perceptions.

The mark comes in two versions: a full colour version that identifies wool products with a minimum of 70% South African Merino wool; and a black-on-white version that identifies products with less than 70% Merino wool which may not necessarily originate from South Africa. Both marks will be used only on products complying with strict quality and performance standards. The marks have already been submitted for registration.

The promotional programme follows the signing in 2007 of a Memorandum of Understanding (MOU) between the South African Wool and Mohair Buyers’ Association and the National Woolgrowers’ Association of South Africa. The MOU provides, for a small amount to be deducted from auction sales proceeds for a special fund for contributing to the International Wool Textile Organisation’s marketing programmes.

The fund can also be accessed for investing in joint marketing programmes with local apparel retail chains.The largest percentage, however, will go towards international marketing programmes. The local programme will focus on training seminars for senior and middle management of large retailers to inform them of the properties and benefits of Merino wool. This will be followed up by training sessions for merchandising and sales staff to enable them to conduct in-store promotion for Merino apparel and explain to customers why Merino wool is a good buy even though the price may be higher.

Cape Wools general manager André Strydom said the aim of the expenditure on marketing at this stage was to position Merino wool to quickly respond once the economy recovered and consumers were again able to invest in quality Merino wool products.