Mohair Summit 2009.pdf - Eastern Cape Development Corporation

CONTENTS
Supporters of the International Mohair Summit 2
International Mohair Summit Overview 3
Executive Summary 4
Overview 6
International Trade Show 17
Matchmaking Meetings 25
Conference 30
Marketing & Advertising 31
Provisional Budget
39
Media Clippings
47
1

Executive Summary
The Summit was enabled by the Eastern Cape Provincial Government
and Ikwezi Local Municipality with the support of Mohair SA to
rejuvenate a flagging Mohair sector and in so doing stimulate the rural
economy and job creation.
The Eastern Cape Karoo produces 50% of world Mohair. As such the growth of the
sector is critical to the development of the rural economy.
That the Eastern Cape is 75% rural the agricultural economy therefore presents a key
opportunity to graduate people out of the poverty trap.
It was unanimously agreed that this government intervention has made a significant
contribution.
22% of the Trade Show and Match-making programme participants concluded actual
business valued at above R250 000. This alone represents an injection of R8 million
into the local sector.
A additional total value of R20 283 575 (R20.2 million) has been injected directly into
the Ikwezi Local Municipal Region (excluding growth created through jobs) through
the inaugural International Mohair Summit. This excludes the value of business deals
concluded at the event.
It was a coup that 108 top international natural fibre producers, processors,
manufacturers and retailers flew into the region to connect with 1283 South African
industry stakeholders, including government. A total of 1619 delegates interacted at
the Summit.
Over 120 individual match-making meetings between local industry and buyers or
potential investors were done through an online match-making system, to optimise
the opportunity of meaningful business and potential investment.
The value raised around international and national media/marketing is projected at
R5 million, while the long-term effect, in terms of future and or return visits, is also
substantial but has not been calculated. (Includes TV, radio, print, online marketing
but excl direct marketing).
The Summit develops the tourism infrastructure of the rural Karoo (Mohair Meander,
Mohair Museum launch, Jansenville Homestay Accommodation), the future benefits of
which are expected to generate R1 million per year.
Models exist to evaluate the revenue of return visits which are an important part of an
economic impact assessment of this nature.
Of the total Gross Domestic Expenditure or value for the province R1 256 090 (R1.25
million) is generated from outside of the Province and this represents new money
inflows that would not be forthcoming if the event was held elsewhere or not at all.
Please see Framework 1 heading “GDE by geographic source”. It is also suggested that
much of actual deals concluded involved businesses outside of the Province.
Its unique focus on the agricultural sector at the world’s leading producing and
processing region, its international scope, together with the support of the
Department of Trade and Industry – it is well placed to secure quality international
potential investors – The Summit is poised to facilitate foreign direct investment and
international business deals.
It aims to grow market share, and increased revenues (also through beneficiation) of
10% over the next five years. This translates into R23.5 million per year (total value
of production in 2007 was R235.1 million.)
The investments would create an estimated 230 jobs (10 jobs per R1 million)
The momentous logistical exercise of hosting The Summit created 2 full-time jobs in
the services arena, 60 part-time jobs offering skills transfer and practical experience
over a period of four weeks.
International marketing, branding and messaging positions and includes South Africa
and Eastern Cape as the host destination of the Soccer World Cup 2010
The Summit is a key part of the PGDP plan to grow jobs through the agricultural
sector.
The event contributes to the development of skills – global benchmarks and
innovation.
The event provides for sustainability through support for the Hardwood Farm,
emerging farmers initiative as well as for local crafters and SMMEs, who have already
received substantial training and support through the event.
4

Intangible benefits include:
Community Development
Civic Pride
Event Product Extension
Long Term Promotional Benefits
Induced development and construction expenditures
Additional trade and business development
Accommodation in Graaff-Reinet, where the Summit was hosted was fully booked over
the duration of the Summit, with some guests having to stay in Nieu Bethesda,
Aberdeen and Jansenville.
Up to 1008 bed nights at an average of R450 per person per night injected R453 600
into the Karoo through accommodation alone.
The project created more than 60 temporary jobs for unemployed residents of the
Karoo while most suppliers to the Summit, including catering, transport, security and
cleaning were local.
In addition appointed suppliers were requested to form partnerships with emerging
entrepreneurs from the Jansenville area in order to promote skills transfer. R182 000
was spent with Jansenville suppliers specifically.
Additional unknown income was generated through the opening of the Mohair
Museum and the Ikwezi Mohair Festival.
Emerging entrepreneurs benefitted from training workshops and participation in the
Summit – created by the project to move the marginalised into the mainstream
economy. There is much room for improvement in this area.
Tourism to the Karoo cluster was boosted when the Summit platform was used to
launch the contemporary Mohair Museum in Jansenville as well as the Mohair
Meander – both prime national and international tourism products.
5

OVERVIEW
THE inaugural International Mohair Summit took place from November 3-6, 2009. It
was followed by the Ikwezi Festival on November 7-8, which Inkanyezi was not
contracted to be involved with.
OBJECTIVE AND RATIONALE
The key objective of the Summit was to develop the socio-economic status of residents
of the rural Karoo. Employment (62% unemployment rate for the Karoo Cluster) and
wealth creation hinges on the development and growth of the Mohair industry here.
The cluster produces 50% of world Mohair production.
Province part funded this Trade promotion event because of the needs of the rural
poor, attached to declining volumes of world Mohair demand and the extent to which
the community needs the Mohair sector to grow.
The decline of Mohair production from > 12 kg in the 1980’s to 3.5kg in 2008 attached
to the importance of the industry to rural jobs and growth has not been over
estimated.
BUDGET
LOCAL DEVELOPMENT
It is estimated that R28 million was injected into the local economy of the Karoo
cluster through the Summit.
Local suppliers were contracted for all services except where that service was not
available in the Karoo Cluster directly. In this event suppliers were contracted from
the Nelson Mandela Bay Metro.
Only the hire of the tent village and related infrastructure were sourced from outside
of the Eastern Cape.
Key chosen suppliers were required to partner with very small local (mostly Ikwezi
Local Municipality based) entrepreneurs in order to empower them with on the job
training, experience and in some cases at least 10% share in profits.
Moreover 31 unemployed Ikwezi Local Municipality residents were contracted over
the week to assist with and job shadow among others tent erection, security, cleaning
and catering. An additional estimated 60 jobs were created over the period.
BENEFICIATION IKWEZI LOCAL MUNICIPALITY
The overall Budget for the Summit was R 9 803 734.66
The establishment of a world-class exhibition and conference infra-structure in the
Karoo required specific logistical attention and budget.
FUNDING MODEL
Agriculture and Rural Development R 3 724 050
DEDEA R 2 560 924,49
Cacadu District Municipality R 1 500 000
Camdeboo Local Municipality R 80 000
Mohair SA (budget items) R 750 000
Mohair SA (outside official budget) R 750 000
Cape Wools SA R 399 000
Other Private funding R 100 007
ECDC R 188 100
Agreements were signed with 31 volunteer workers on September 21, 2009 to be
involved in different sections of the International Mohair Summit i.e. Building of the
Marquee, Hospitality, Venue Set up, Conference Venue setup, Ushering, Hosting, Bar
Assistants, Children’s Play Area and Assistants to Caterers. These volunteers were
followed up telephonically closer to the time. Out of the 10 men that were recruited
for the building of the marquee only four arrived on day one followed by three
additional men who were interested in working for the rest of the time.
6

Below is a breakdown of volunteers from Ikwezi reflecting the days they worked and
what they were paid:
Name Surname Identity Days Worked Total Paid
Rosaline Hendricks 801031 029 0056 3 days R 350.00
Karin Jansen 700626 028 2082 4 days R 450.00
Carline Arries 720831 016 3086 4 days R 450.00
Marshia Sitole 800719 038 6083 5 days R 550.00
Babalwa Maqashu 90111 8008 3089 3 days R 300.00
Nannies Hendricks 600922 0154 087 4 days R 450.00
Grant Ronald Paulse 8,206,285,273,087 1 day R 100.00
Samuel Matlotlo 8,707,055,256,087 11 days R 1,110.00
Luvuyo Ngqeza 8,001,165,416,082 11 days R 1,100.00
Nkosiphendulo Makubalo 801109 583 1086 11 days R 1,100.00
Verston Grootboom 820806 529 6080 7 days R 750.00
Aldrid Verryne 840426 517 6087 4 days R 450.00
Grace Nzimeni 710520 031 2080 3 days R 300.00
Mavis Paulse 550530 014 1085 5 days R 550.00
Mandeka Maku 810523 035 9084 3 days R 300.00
Lulama Deza 3 days R 300.00
Namathemba Taaibos 661223 067 1089 3 days R 300.00
A Joint Venture with 10% profit sharing was facilitated between Karoo Moon Trading
Company and Devashnee Trading (Jansenville based Caterers) - They catered at the
Summit Restaurant and the African Themed Evening. The value of the profit share
was: R7,130
Other Jansenville companies/individuals who benefited were:
1. Koetaan Transport - for shuttle services of VIPs in Graaff-Reinet R30,000
2. Jerome Arries - for Photography during the Summit - R31,375
3. Ezethu Tours for Entertainment in Jansenville - R 5000
4. Greeff Design for contracting locals for décor in Jansenville and Graaff-reinet - R17,450
5. Elna van den Berg and locals – catering at the Opening function In Jansenville -
R42,000
6. Elna van den Berg and locals – catering for VIPs on return trip 6 November 2009 -
R6,800
7. Anthea's Sound Services – Jansenville - R6,500
8. Upondo lwe Afrika – Entertainment at The Palms - R18,000
9. Ikwezi staff on duty in Graaff-Reinett - R8,510
Total income into Jansenville
R181,665.00
Other income (not known) in Jansenville as a direct result of the international
Mohair Summit:
1. Catering at the opening of the Museum
2. Renovations / Building of the Museum
Income generated by the Ikwezi Mohair Festival
MEDIA
The rural Karoo, the Summit and its hosts – local and Provincial government received
unprecedented media exposure through a large media contingent including: SABC
Morning Live (four inserts), SABC Business (2 inserts), SABC TV News (1 insert), AGRI
TV, Top Billing (1 insert, 1 repeat), Living Lands - SABC 2, Hatch, CNN Africa, CNBA
and Summit TV.
Three international journalists – representing three of the largest natural fibre
publications worldwide, 31 journalists from national fashion magazines, agricultural
publications and daily newspapers attended the event while media releases, news and
speeches were distributed to national media daily over the week.
Both a fully fledged TV studio and a media room with internet connectivity were setup
by the facilitators and provided media with a base from which to distribute news.
The media file will continue to be updated (many monthly magazines will publish
articles only in December/January/February).
7

PARTICIPANTS
1619 people participated in the International Mohair Summit.
108 guests were international VIPs from countries including the USA, UK, Sweden,
Canada, Australia, New Zealand, Italy, Swaziland, Lesotho, Japan, China and India.
Over 530 dignitaries attended the Gala Dinner and Fashion Show
Over 300 delegates were registered for The Conference
270 guests attended the SA Themed Evening.
Up to 800 goats were on display in the Agricultural Competitions
Farmers and handlers numbered around 250
35 organisations took up exhibition space in the Trade Show
Around 120 formal meetings between prospective buyers/investors and
suppliers took place as part of the match-making programme.
PARTICIPANT FEEDBACK
“City mode, yes, but still chilling in Karoo style. Thank you to all for the wonderfully
generous experience in Graaff-Reinet. Enjoy your well earned break this weekend.
Gary Cotterell – Wanted Magazine Editor
“Thanks a stack, I had such a lovely time. All the best, Carina.
Carina van Heerden – De Kat Journalist
“Thanks again for helping team”
Dion Chang – South African Trend Forecaster, Flux creative
Based on a sample of participants who completed feedback questionnaires:
12% of respondents negotiated deals above R500 000.
An additional 10% concluded deals between R250 000 & R500 000
A further 6% did business of between R50 000 and R250 000.
Taken together then 28% of participants concluded deals above R50 000.
Asked to rate on a scale of 1-10 whether they would participate again (with 1
being poor and 10 outstanding) the average score was 7.98.
“Thanks very much. It was absolutely amazing to be part of the experience. Thanks for
inviting me.”
Craig Native – Native Fashion Design Cape Town
Asked to rate the quality of the overall organisation (with 1 being poor and 10
outstanding), the average score was 8.2
Asked to rate the quality/benefit of the Trade Show and Conference the average
scores were 7.5 and 7.5 respectively.
“I had a great time in the Karoo, thank you for making me feel so welcome.”
Gary Searle – St Ledger & Viney, South Africa
Feedback from International Mohair Summit Participants:
“Thank you so much for an amazing, informative and adventurous 3 days`! can’t
believe it was only 3 – feels longer – if I look at my presents it must have been longer
than 3! Thank you to the whole team & all involved!
Annemarie Meintjies – Visi Editor
“Thanks a lot for the collage - quite a vivid display of what the summit was all about! I
really enjoyed it, and look fwd to the next one! Many thanks”
Jonathan Dyson - Head of Content, World Textile Publications Ltd
8

“Good morning, Just a quick email to thank you for looking after me at the Summit.
I hope all is well. Kind regards.”
Victor Chesky - INTERNATIONAL TRADE PUBLICATIONS
“Thank you very much for a well organised Summit. I personally enjoyed attending it
and participating in all the various events. You all deserve a good break and we look
forward to the next Summit in 2011??”
Richard Gough - Managing Director, St Albans textile Company
“Congratulations on a successful International Mohair Summit ... what a week !!!
Thank you for inviting me to be a part of it. Despite the challenges, I believe it was a
phenomenal success and look forward to receiving feedback from you.
Again – well done !!! I do hope you have all taken some time to just relax J
Regards, Jane.”
Jane Stevenson – Jane Stevenson & Associates, IMS Conference Facilitator
“Hope you are well rested after the Mohair Summit. Thank you once again for all your
help, organising wonderful accommodation for us and assisting the media at the
Summit. “
Riana De Lange – Sake 24
“Thanks for your mail, Internationals and all of us were really happy, a great Job well
done. Take care,
God bless
Ivan”
Ivan Smith – ADFSA (Exhibitor)
9

“We (myself and the Mayor) just arrived today at 12h00 from Germany. The first thing
I was given was the article from the Herald, Business Herald of Tuesday 24, November
2009.
It is a very good article and thank you for agreeing to the idea. Even when we were in
Germany, to our surprise some people heard about the summit and were very
interested to hear about its success.
History has been made and I am humbled to be one of the people who made it happen.
I am sure you also feel the same for being part of making this history.”
The next summit must reflect emerging black farmers. They need space to actively
participate – Jansenville
Congratulations – I have enjoyed the experience – Australia
Summit has been a great experience – except we missed the bus and got left behind in
Jansenville – Australia
Well Done – Bhisho
Wonderful, Insightful – Graaff Reinet
Communication between the different streams could be improved. Some of the
logistics were confusing. The facilitation of the sessions was excellent!! – Australia
Excellent, Professionally organised, world-class event. Keep up the good work in
promoting investment – Graaff-Reinet
Summit has been beyond expectation! – Port Elizabeth
We appreciate the effort of the organisers. We need more such exposure and
enlightening discussions to uplift Mohair. – Jansenville
Ensure provincial, local and national executing authorities attend summits of this
nature – East London
Heat and noise of structures – South Africa
First class as a unifying meeting. It would appear that MSA are really trying to come to
grips with the issues. Will growers accept change? – Australia
Include the following stakeholders in future panels: Primary Producer, Primary
Processors, Secondary processors, tertiary education institutions, research council,
national government departments & retailers – Port Elizabeth
More awareness to local people is required - Kokstad
Ensure toilets are spotless – have edu-tainment camps for kids on farms so that they
can learn about Mohair – Host Mohair Weeks as part of pre-school/play school
projects to teach little ones about it – make fabric available at stores in PE - Port
Elizabeth
No visible SMME exhibitors – no opportunity to match them with established business
– Port Elizabeth
Well Done – Port Elizabeth
11

Please organise Indian veg food, everything else was very, very good. Please keep it
up – India
Keep up the good work – Lesotho
Good work indeed – Lesotho
The event should be a yearly activity – Port Elizabeth
The more we do these Summits the more farmers become interested. Emerging
farmers need to be encouraged to be part. – Graaff-Reinet
Was good for us to have a presence at the Summit. Graaff-Reinet tourism should have
had a stand – could assist delegates with tours etc. SA National Parks missed an
opportunity and what about ECTB?
Great organisation from an exhibitors perspective – East London
Aircon! Consider the weather and time of year. Start later please – Cape Town
Job well done by Inkanyezi – Port Elizabeth
Make it more open to public – South Africa
12

Museum Launch
Adocate Nyondo
( DOA)(ribbon
cutting)
Mr Kate
( Cacadu )
Mayor
Mngwevu (
Ikwezi)
(speech)
Opening
Welcome
Function
MEC Sogoni
(speech)
Mr Kate
(speech)
Ikwezi Mayor
Mngwevu
(Speech)
Ikwezi MM
Mnyimba
(MC)
Conference
Programme
Minister for
Land Reform,
Gugile Nkwinti
(speech)
Adocate
Nyondo
Mayor
Mngwevu
(speech)
Ikwezi MM
Mnyimba
Prof Dan Sandi
(speech)
SA Themed
Evening
Prof Dan Sandi
Mr Kate
( Cacadu)
Mr Ted Pillay
(Cacadu DM)
Mayor
Mngwevu
Ikwezi MM
Mnyimba
Local, Provincial & National Government Speakers / Participants
Gala Dinner and
Fashion Show
Mayor
Mngwevu
Ikwezi MM
Myimba
Mr Kate
( Cacadu)
Mr Mvoko
(Exec Mayor)
Cacadu DM
Phumla Ndaba
(GM of
Economic
Development) -
DEDEA
Site Tours
Stanley Ferreira
(Ikwezi
Councilor)
ASPECTS OF THE SUMMIT:
Tuesday, 3 November
Launch of Mohair Museum (Jansenville)
Launch of Mohair Meander (Jansenville)
Welcoming Reception (Jansenville)
Wednesday, 4 November (Graaff-Reinet)
Conference
Exhibition
SA Themed Evening Function
Agricultural Competitions
Demonstrations
Co-ordinated Match-making Appointment Programme
Thursday, 5 November (Graaff-Reinet)
Conference
Exhibition
Gala Dinner and Fashion Show
Agricultural Competitions
Demonstrations
Co-ordinated Match-making Appointment Programme
Friday, 6 November (Graaff-Reinet & Jansenville)
Farm visits and Site Tours
17

TRADE SHOW
VISITORS TO THE INTERNATIONAL MOHAIR
SUMMIT
Registration Summary
This section summarises the number of visitors that arrived at the event.
The data is listed performing automatic data processing to remove duplicate records.
The following data processing is performed:
Registrations after Data Processing
This is the final data after automatic de-duplication.
Registration Summary
Group 03-Nov 04-Nov 05-Nov Total
Accompanying Persons - Spouses 15 2 17
Agricultural Sector 77 35 7 119
Agricultural Sector Finalists 38 2 40
Contractors 202 100 38 340
DEFSA Conference Delegates 1 45 1 47
Exhibitors 63 40 9 112
IMS Conference Delegates 20 134 28 182
Media 6 29 1 36
Organisers 6 8 2 16
Trade Visitors 6 242 327 600
VIP's 32 72 6 110
Total 451 722 421 1619
De-Duplication
Duplicate visitor records are removed. These normally occur when a visitor attends on
multiple days and registers multiple times. If a teller makes a mistake or if the printer
jams, he may register a new visitor instead of re-printing the previous one.
Registration Break-Down
Group
Total
Records
Pre-
Registered
Reg.
Walk-
Ins
Walk-Ins
(%)
Pre-Reg
Turnout
Accompanying Persons - Spouses 24 20 17 4 24% 65%
Agricultural Sector 138 42 119 96 81% 55%
Pre-Registration Correction
Visitors who have pre-registered online may register again at the event. This is usually
when the visitor forgets to bring the bar-coded confirmation form and simply
registers again at the counter.
Agricultural Sector Finalists 52 50 40 2 5% 76%
Contractors 352 96 340 256 75% 88%
DEFSA Conference Delegates 51 49 47 2 4% 92%
Exhibitors 133 47 112 86 77% 55%
IMS Conference Delegates 223 190 182 33 18% 78%
Media 36 16 36 20 56% 100%
Organisers 16 10 16 6 38% 100%
Trade Visitors 621 86 575 535 93% 47%
VIP's 127 114 110 13 12% 85%
Total 1773 720 1594 1053 66% 75%
18

Visitor Attendance Profile
This section profiles the daily and hourly throughput into the event. These figures are
taken from the database after cleaning & de-duplication.
Daily Totals
734
Gender Profile
Gender
This is the breakdown of visitors based on gender.
MALE 58%
FEMALE 42%
452
433
Geographic Profile
This is the regional breakdown, based on available 4-digit postal codes for attending
visitors. The percentages are based on the total number of 4-digit postal codes, and
not the entire database.
Provincial Representation
Region
Total
Eastern Cape 1283
Free State 12
Group 03-Nov 04-Nov 05-Nov Total
Accompanying Persons - Spouses 15 2 17
Agricultural Sector 77 35 7 119
Agricultural Sector Finalists 38 2 40
Contractors 202 100 38 340
DEFSA Conference Delegates 1 45 1 47
Exhibitors 63 40 9 112
IMS Conference Delegates 20 134 28 182
Media 6 29 1 36
Organisers 6 8 2 16
Trade Visitors 7 254 339 600
VIP's 32 72 6 110
Total 452 734 433 1619
Gauteng 91
Kwa-Zulu Natal 8
Mpumalanga 8
North West 8
Northern Cape 5
Western Cape 96
Total 1916
20

International Representation
This is the break-down of all countries, based on the “Country” field supplied by
attending visitors. This may possibly exclude foreign visitors where the “Country”
field has been left blank.
Continents
Countries
Country
Exhibitors
IMS
Conference
Delegates
Trade
Visitors
Accompanying
Persons
Argentina 2 2 4
Australia 4 3 14 21
VIP's
Total
28
30
Belgium 1 3 4
Canada 3 1 4
China 3 4
16
19
Denmark 1 1
Ethiopia 1 1
India 2 2
10
5
Italy 2 2 6
Japan 5 7
Lesotho 1 8 2 13
Netherlands 2 1 4
New Zealand 2 6 8
South Korea 2 2
Continent
Exhibitors
IMS
Conference
Delegates
Trade
Visitors
Accompanying
Persons
Africa 1 8 2 2 15
Asia 1 17 19
Europe 6 5 2 13 28
North America 3 2 3 10
Oceania 6 3 20 30
South America 2 2 5
Total 1 22 10 8 57 98
VIP's
Total
Sweden 1 1
Switzerland 4 4
Taiwan 1 4 5
Turkey 1 1
Uganda 1 1
United Kingdom 5 1 1 2 10
United States of America 2 2 4
Total 1 22 10 8 57 108
21

Top Company Profile
These are the top companies that attended the event listed in order of the number of
employees attending from each company.
Company Name
Count
Private 105
Department of Education 6
Samil (Pty) Ltd 4
SAPS 4
Advertiser 4
Agriculture 3
Seeff Property 3
Uitkyk Boerdery 2
Unemployed 2
Union Prep School 2
Rostrata Farm 2
The Coral Tree 2
Volkskool 2
Van Wyk Theron 2
Delta Water SA 2
P P C 2
Kamferskraal Boerdery 2
Midboard 2
Allendale Farms CC 2
Arc 2
Absa 2
Black Eagle Contractors 2
Brakfontein Embryo 2
Buiten Verwagten G/H 2
Camdeboo Trust 2
Carrow-Veld 2
Derek Light Attorneys 2
Erin Farm 2
Farming 2
Graaff Reinet Tourism 2
Heathers B&B 2
Zrd Trust 2
Radio Graaff Reinet 2
Private - Mohair Producer 2
Shine The Way 2
Gubb & Inggs 2
Ibhayi Freight 2
Jericho Trust 2
22

Demographic Analysis
This section gives the demographic profile from the questionnaire. The data is taken
from all visitors who attended the show.
Business Sector
(Multiple Selection)
The questions are marked as “Single” or “Multiple” selection, meaning the visitor had
the option of selecting only one single option for single-select questions or several
options for multiple-select questions.
Please note that for multiple-choice questions (where the visitor may check more than
one selection box) we cannot add up all the percentages and get 100%. If a visitor has
selected more than one option then he will be counted for each selection, hence the
total is likely to be more than 100%.
Where did you hear about it?
(Multiple Selection)
Trade Products
(Multiple Selection)
What is your level of purchasing authority?
(Single Selection)
23

Business Matchmaking
Website Schedule
27

Business Matchmaking
Profiles in the Mohair Business Matchmaking Program
Total 282 profiles
We were surprised by the participation rates and high show rates to
meetings. The participants were a mixed profile, however meeting and
networking was still a high priority and participants were happy to use the
program pre-show and onsite
We launched the matchmaking 3 months pre-show. This timeline is actually
too long as the majority of the action took place in the 2 weeks before the
event. Based on experience, this is a standard timeline as delegates and
exhibitors start preparing for the conference and exhibition.
We received 342 logins to the matchmaking program with 112 participants
being active online
1029 emails sent from matchmaking technology + additional emails from the
matchmaking team to increase awareness of the program and encourage
meeting selections
We conducted a telemarketing activity to the exhibitors ensuring they knew
about the program and confirmed if they were going to select meetings or
could we select for them. We matched and scheduled a number of exhibitors
meetings to ensure they had meetings in the system ahead of the event.
In some cases, the person that we communicated pre-show was not the same
representative that attended the show. This does create a few problems and
perhaps we can include a field in the contract to communicate, which staff
members will be on the stand. These names need to be profiled.
We started profiling participants in September and continued until one week
pre-show
Once profiled, all participants received a username and a password to access
the matchmaking technology.
Almost 40% of the participants actually logged in and viewed the online
system which is impressive
Top 5 companies that viewed the system
D A Lumley 19
British Angora Goat Society 12
Belo Fluweelweefsels 11
Number of logins
Cape Mohair Spinners 10
Landlink 10
28

Breakdown of Profiles
Total 282 profiles of companies listed on the matchmaking system
65% of the requests were actioned before the start of the show (accepted or
declined) and diaries emailed to participants 3 times in the week leading up
to the show.
We were onsite on Wednesday morning – flagged delegate badges that had
pending meetings with a green man on the name badge – and intercepted
delegates as they walked into the conference. We printed their diaries and
requested confirmations or declines on the pending meetings.
Meeting Organisers – requesting meetings
Total 207 meeting requests
The majority of the profiles were from the associations – Mohair South Africa
representations were dominant
They were highly requested by delegates and exhibitors (being dominant role
players) but unfortunately they were not interested in meetings which may
be perceived as a negative by participants.
There was a great representation from Government which highlights their
buy in to this industry sector and they were very open to meetings and
attended all the requests.
Meeting Stats
Total - 207 meeting requests
Delegates were the biggest requestors of meetings at 49%
Visitors sent a surprising number of meeting requests – 26%
We were impressed with the number of meetings – given that there were 282
profiles and 207 requests – this totals .7 requests per participant.
112 meetings were confirmed and actually took place at the event.
29

Meeting Invitees by Industry Sector
Days of meetings
The Associations (49%) were the biggest requested to meetings – Angora
Ram Breeders Society/Mohair South Africa was requested (and declined all
meetings), Aid to Artisans South Africa Trust, Australian Mohair Growers
Association, Mohair Council of America are some examples
Buyers, Manufacturers and producers were 2nd, 3rd ad 4th highest requested
for meetings. Examples include Cape Mohair & Wool, Southseas Mohair and
Woolworths.
The majority of meetings took place on the first day – 64% - Wednesday. The
matchmaking technology fills timeslots from day one and given that the
delegate attendance is the highest on day one, the higher the show rates to
meetings.
Day 2 scheduled 36% of the meetings. However as the conference was a
medium size, some delegates had met their meetings by the 2nd day and
exchanged contact details etc.
Meeting Locations
The majority of meetings took place at the meeting tables – 68%. As delegates
were scheduling with delegates, the meeting locations were the tables.
32% took place on the exhibitors stands. All exhibitor meetings were
automatically defaulted to the stands to open the meeting tables for the
delegate and delegate meetings. Exhibitors also need to have meetings in their
environment with their branding etc.
30

It is imperative that the matchmaking is located within the exhibition hall and
close to the conference so delegates can attend meetings and get back to the
conference quickly. It also assists the matchmaking team as we needed to go
and find delegates. The Union Building area would have been too far away
from the action to be effective
Session 1 in the conference on day 2 was very popular and a few meetings
were missed. In the future, perhaps we can assess which sessions will be very
well attended and remove these timeslots from the meeting management in
the matchmaking
We believe the timeslots were correct and the number of meeting locations
were perfect.
In the future, we suggest that we start profiling one month prior and launch
the matchmaking
Improvements
Overall the program was very well received by participants who saw value in
being able to pre-schedule meetings and manage their diaries. Especially the
international delegates who could schedule their meetings and be guaranteed
to meet exactly who they wanted to meet at the event
We suggest no early morning meeting slots. These meetings were not well
attended. The meeting slots should be from the first tea break, lunch and
afternoon tea. Unfortunately delegates arrive when conference starts –
rushing in at the 11th hour!
As there is a huge emphasis on Business Matchmaking, we suggest a more
professional onsite set up. A proper counter, more professional meeting
tables and perhaps 2 private meeting rooms.
31

Marketing & Advertising
The International Mohair Summit marketing plan was extensive. Wherever possible
partners were profiled and received widespread returns.
DIRECT:
INDIRECT:
Promotion at IWTO Wool Congress
Presentations to South African- based foreign embassies
Presentation to government agencies, councils and industry bodies
Presentations to buyers, producers (Congress)
Production and Postage/mailing to international/general database:
o Brochures
o Registration forms
o Newsletters
An extensive publicity campaign, arranged in partnership with No-line
Communication, which netted widespread coverage including:
o Coverage from leading international natural fibre content providers
o Coverage from leading South African general news and specialist
channels
o SABC TV News inserts
Monetary value of R 3.5 Million: R60 000 per air minute for Live broadcasts &
R 21 000 per minute for scheduled features.
SABC 2
Business
Lunch Hour
IMS - New
SABC 2 Morning Live IMS Live Broadcast
SABC 3 News IMS Wrap-up
SABC 2 Morning Live IMS - New
DSTV
Summit TV
SABC 2 Agri TV IMS - New
SABC 3 Top Billing IMS - New
IMS Repeated hourly / Africa
focus sections
03 Nov 2009
13:30
04 Nov 2009
07:30, 07:40,
07:50
08 NOV 2009
19:00
09 Nov 2009
07:00
07 Nov 2009
Hourly
17 Nov 2009
05:00
03 Dec 2009
19:30
12:30 Repeat
DSTV
DSTV
CNBA Africa
CNN Africa
IMS – New. Repeated on all Africa
segments
IMS – New. Repeated on all Africa
segments
SABC 3 HATCH IMS Design & Fashion
SABC 2
Living Land
Season 4 - starting production in
May 2010.
12 Dec – 22
March
12 Dec – 22
March
Scheduled for
2010
Scheduled for
2010
Interviews on Living Lands, Morning Live, Agri-TV
Inserts on Top Billing and Algoa FM
Print Adverts were placed in among others Sawubona, Opportunity, Twist
and Wild Fibres
Billboards
Branding
All branding and signage designed to promote the event, including street poles,
billboards and branding at the venue over the Week featured partner logos making it
clear that Province and partners were the host in the interest of the economic
development of the Eastern Cape.
Partners have been well branded in all communication locally and internationally.
Media Coverage (Generated exposure):
Total Monetary coverage of R1 575 843.23
MEDIA ATTENDING
Jackie Burger
Chris Viljoen
Angie Hattingh
Emma Jordan
Jenny Andrew
Elle Editor CT
Elle Fashion Director CT
iFashion Rep JHB
Arise Magazine Editor JHB
Freelance Fashion Editor JHB
33

Gary Cotterall
Wanted Magazine Editor JHB
Weekly
Carina van Heerden
Lucilla Booyzen
De Kat Journalist JHB
SA Fashion Week Director JHB
Public Relations Officer
Cacadu District Municipality
Janine Hambury
Port Elizabeth
Masana Chikeka
Amanda du Plessis
Gary Searle
Hanneke Swart
Alan Fennel
Sumari Krige
Naomi Larkin
Tracy Lynch
Annemarie Meintjies
Gail Smith
Craig Native
Colin O'Mara Davis
Department of Arts & Culture Rep JHB
Fashion Retail Consultant JHB
St Leger & Viney Director JHB
Mavromac Director JHB
Designing Ways Rep JHB
Rooms On View Rep/La Grange JHB
House & Leisure Editor CT
Elle Decoration Decor Editor CT
Visi Editor Durban
City Press Representative JHB
Designer CT
Decor Editor Top Billing JHB
SABC
Jurie Blignaut
Port Elizabeth
Nomawethu
Editor Landbouweekblad East Cape Theuns Botha Port Elizabeth
The Herald/Weekend Post
Business Editor, Bob Kernohan Port Elizabeth.
Madiba Action and Freelance Sally Kernohan Port Elizabeth.
Sake24
Beeld Die Burger Volksblad
Rapport
Head of Content, World Textile
Publications Ltd
Editor, Twist
Editor, Future Materials
Riana de Lange
Jonathan Dyson
Senken News Co Mr.Tatsuo Asaoka Japan
Eastern Cape Today Lourens Schoeman PE
Port Elizabeth
Lin Sampson
Sunday Times Journalist CT
Business Report Florence de Vries Cape Town
Angora journal
Linda Henderson
Graaff-Reinet Advertiser
Barbara Morrison
AGRI TV
Camera crew only
Business Report (SABC news 1- Same as above re SABC
2pm)
Living Lands (SABC FEATURE) David Crichton Pretoria
Morning live
SABC
INTERNATIONAL TRADE
PUBLICATIONS
www.woolnews.net
Victor Chesky
Melbourne,
Australia
NWGA Manager Communications
(Editor Wool Farmer)
Elize Pretorius
Port Elizabeth
Farmers Mike Burgess East London
34

Media Coverage
PRINT
35

ON-LINE
37

BROADCAST
40

BUDGET
41

MEDIA CLIPPINGS
49

MEDIA STATEMENT
25 May, 2009
NATIONAL MOHAIR FLOCK COMPETITION
R100 000 prize money up for grabs!
The International Mohair Summit that is being hosted in Graaff-Reinet in November will give
local producers the opportunity to put prove the hypothesis that the best genetic material for
the industry is to be found in South Africa, when they compete in the South African National
Flock Competition which this year forms part of the Summit.
Rules of the competition
The first five places in each region will compete in the national flock competition to be held
on Thursday, 5 November on the Union High School fields, where the national winner will be
determined.
As in the past, producers will be able to compete in two sections: namely the unprepared
veldt group and the prepared fed group
In the fed section producers must enter seven animals with a fleece of six months hair.
Animals must therefore be shorn in the first week of May 2009.
In the veldt section the producer must enter seven animals with a fleece of four months hair.
Animals must therefore be shorn before or on the 1 July 2009.
Local producers will relish the opportunity to show their fellow producers and buyers from
Australia, New Zealand, Lesotho, Texas, South America and Turkey the quality of the South
African Angora goat industry. Besides prestige and worldwide recognition for the winners,
farmers will also compete for R100 000 in prize money.
The 2009 South African National Flock Competition will form part of the International Mohair
Summit in Graaff- Reinet from November 3-8 and attract a global audience.
The regional competition will take place on Wednesday 4 November 2009 according to the
following regions:
Region A (East) Region B (central) Region C (West)
Beaufort West Aberdeen Adelaide
Georgida Cockscomb Albany
Klein-Karoo Colesberg Bedford
Kraairivier Glenconnor Burgersdorp
Murraysberg Graaff-Reinet Cradock
Prince Albert Jansenville Fort Beaufort
Richmond Klipplaat Mortimer
Rietbron Middelberg Post Retief
Southern Cape Pearston Somerset East
Uniondale Sundays River Swaershoek
Victoria West Steytlerville Tarkastad
Willowmore Waterford Matatiele
Winterhoek-Bosveld
Zuurberg
87

MEDIA RELEASE: APRIL 24, 2009
TWO INTERNATIONAL EVENTS LINED UP FOR EASTERN CAPE
2009 is looking promising for the Eastern Cape which plays host to two International Trade
Shows in the last quarter.
The second edition of South African Automotive Week from October 7-10 in Port Elizabeth
will be closely followed by the inaugural International Mohair Summit in the Karoo from
November 5-9.
Both events are part of the Eastern Cape Provincial government’s strategy to highlight the
business strengths of the Province globally.
Inkanyezi Events Pty Ltd, is facilitating the partnership of government and the private sector
in both events that are expected to generate more than R100m in returns for the province
and boost the respective focus sectors.
Inkanyezi CEO Andrew Binning said South African Automotive Week in 2007 was housed in
the largest temporary exhibition structure ever used in South Africa and that the show would
be expanded further this year.
“We are all very proud to be hosting these successful events and believe that the Eastern
Cape is the natural home of both” said Binning.
“In the face of severe economic conditions, The Eastern Cape government is hosting the
trade initiatives to boost the agricultural and automotive sectors of the Province and indeed
the entire country.’’
South African Automotive Week is the country’s only focussed trade show for components
and the automotive manufacturing industry while The International Mohair Summit in the
Karoo is at the centre of the Mohair industry worldwide.
The regions of Jansenville and Graaff Reinet produce around 50% of world Mohair fibre and
the Summit - which also features a world class fashion show, trade show and Angora
competitions - co-incides with the United Nations declared Year of the Natural Fibre 2009.
Binning said the lack of infrastructure to host World Class Initiatives in the Province did
create unique challenges for organisers.
“As we do not have an International Convention Centre, we have had to be creative without
compromising on 5-star standards, expected by our international guests.”
Binning said delegates from over 20 countries were expected to visit South African
Automotive Week and that bookings had been received from across the globe for the
International Mohair Summit, including from Ireland, Australia and Japan.
For more info see www.mohairsummit.co.za and www.saaw.co.za
91

Producers of mohair attempt to breathe life into sector
November 6, 2009
By Florence de Vries
Submit your comment
Mohair producers across the world will have to apply new strategies to revive their mohair
industries as production of this natural fibre has slumped from 25 million kilograms in 1996 to
5 million kilograms.
Producing 2. 9 million kilograms a year, South Africa provides the bulk of the world''s mohair
(55 percent), but it too has suffered severely as a result of recession, and mohair becoming
displaced in the clothing and household furnishings industries by man-made fibres such as
acrylic, nylon and polyester.
The speciality fibre status of mohair has offered some protection against the global economic
crisis, but the lack of available credit insurance has had some effect on the kid mohair market,
which is traditionally used for the manufacture of high quality worsted cloth.
Speaking at the first international mohair summit held in Graaff-Reinet in the Eastern Cape,
Jackie Gant, the marketing manager of Mohair South Africa, said several strategies would have
to be implemented for the industry to remain relevant.
The South African Mohair Route falls within the iKwezi municipal district, where
unemployment has reached levels of 62 percent.
Sizwe Mngwevu, the mayor of the district''s main town, Jansenville, said the unemployment
plight had become a serious challenge, but that it had been decided to establish relationships
with all key roleplayers in order to bring emerging farmers on board.
"We need to work together to develop our areas, which is why we have decided to focus on
economic regeneration, infrastructural investment, people and institutional development,"
Mngwevu said.
According to Deon Saayman, the managing director of Mohair SA, the mohair summit will be
hosted bi-annually in the Eastern Cape.
It follows the closing down of the International Mohair Association in 2005 as a result of a lack
of funding. "The international market looks to South Africa as the leader in the industry as we
are the largest producers.
"This summit has been two years in the making and we hope it lays the foundation for future
growth in this industry," said Saayman.
"We have to encourage more farmers to farm with angora and we must engage fashion and
interior designers," she said.
Gant said the mohair industry would engage with local fashion and interior designers about the
production of new products as "they are the ones who decide what goes into fabrics".
For this reason, trend forecaster Li Edelkoort provided an in-depth look at mohair and its
interaction with trends in fashion in the future.
Gant further stressed the importance of lobbying the government, saying its support was vital to
the livelihood of the industry.
The Eastern Cape government has donated R10 million towards the hosting of the summit -
which led to mohair industry stakeholders across the world coming together to discuss best
practice.
Amon Nyondo, the head of the Eastern Cape Department of Agriculture, pledged the
government''s support of the local mohair industry and farmers as agriculture remained a key
rural economic driver.
"There has been a substantial reduction in mohair output, but we have to recover the lost
kilograms," Nyondo said.
He maintained that transformation requirements were a key pillar of the government''s support
of the industry to ensure that everyone was benefiting.
95

On-Line
100

101

102

103

104

105

106

107

108

REF#1309129
AVE = R8591.73
2009/07/02
Bob Kernohan BUSINESS EDITOR kernohanb@avusa.co.za
MOHAIR growers, most of them in the Karoo areas of the Eastern and
Southern Cape, beat the trend in falling international commodity prices
when the average value of bales of the natural fibres grew by 23%
through the summer selling season.
At the same time, a number of record prices were paid, Port Elizabethbased
Cape Mohair and Wool (CMW) executive director Pierre van der
Vyver said in reviewing the five-month season, which had proved to be
very successful.
“The season delivered its fair share of surprises, with the top kid market
enjoying good pr! ices for the first three sales of the season, after which
prices dropped off for the last four sales.”
Nevertheless, he said, the last sale earlier this month still produced a
new national all-time record price for kids when a bale from Billy and
Fred Colborne, of Willowmore, sold for R425/kg.
“This surpassed the previous highest price of the season of R401/kg –
paid to Barries Snijman, of Vleikuil Boerdery, also from Willowmore.”
Van der Vyver said a new national highest average price yet for a total
clip was also achieved this season when Roelof Retief Boerdery, of
Murraysburg, fetched an average of R145,46/kg for its clip, with 93%
sold.
The clip consisted of mohair from a group of Murraysburg farmers,
dedicated to the improvement of the breed which plays a major role in
the province‘s farming economy.
“The 17 farmers involved select their top 10% of ewes to be! taken up
in this flock and in return they can select some of the ram progeny of
the group,” he said.
“The group, which is now managed by Flippie, son of the late Roelof
Retief, is run on the veld, but for selection, all the scientific tools that are
available are used.”
Overall, Van der Vyver said, mohair was one of the few international
commodities which rose in price during the worldwide economic
slowdown which had seen countries staggering over the past months.
“At the first sale of the summer season in February, the average price
was R68,04c/kg and by the last sale in June, that had risen to
R83,87c/kg.”
The winter sales season runs from August to December.
Van der Vyver attributed the rise to an increase in the popularity of
natural fibres for textiles, fashion products, and knitted garments.
“At an international forecasting session earlier this year, a European
expert said she believed the trend and demand for an! gora was set to
continue for several years,” he said.
“While nothing is certain, that forecast seems to be proving correct and
that is great news for the industry in South Africa.”
Van der Vyver said the international mohair summit and expo – to be
held in Graaff-Reinet and Jansenville later this year and to be attended
by international delegates – would provide an additional boost to this
important industry.
109

110

ADDENDUM A
International Mohair Summit
Impact Assessment
Executive Summary:
A total value of R23 024 871 (R23m) has been injected directly into the Ikwezi region
(excluding growth created through jobs) through the inaugural International Mohair Summit.
This is made up of points 3 and 4 (minus the tax) below.
The International Mohair Summit is an attractive government investment option given:
1. That the Eastern Cape is 75% rural and the agricultural economy therefore presents a
key opportunity to graduate people out of the poverty trap.
2. Provincial government has prioritised rural development and is currently formulating
a Rural Development Strategy in consultation with key stakeholders.
3. 22% of Trade Show and Match-making programme participants concluded actual
business valued at above R250 000 at the Summit. This represents an injection of
more than R8m into the local sector. This is business above the normal.
4. Framework 1 indicates revenue generated for the Province through the event - R20
283 575 in value, in addition to numerous “intangible benefits”. This excludes actual
business deals.
5. The value raised around international and national media/marketing is projected at
R5m, while the long-term effect, in terms of future and or return visits, is also
substantial but has not been calculated. (Includes TV, radio, print, online marketing
but excl direct marketing).
6. The Summit develops the tourism infrastructure of the rural Karoo (Mohair Meander,
Mohair Museum launch, Jansenville Homestay Accommodation), the future benefits of
which are expected to generate R1m per year.
Please see Framework 1 heading “GDE by geographic source” It is also suggested that
much of actual deals concluded involved businesses outside of the Province.
9. Its unique focus on the agricultural sector at the world’s leading producing and
processing region, its international scope, together with the support of the Department
of Trade and Industry – it is well placed to secure quality international potential
investors – The Summit is poised to facilitate foreign direct investment and
international business deals.
10. It aims to facilitate partnerships and supply agreements valued at R10m.
11. It aims to grow market share, and increased revenues (also through beneficiation) of
10% over the next five years. This translates into R23.5m per year (total value of
production in 2007 was R235.1m.)
12. The investments would create an estimated 230 jobs (10 jobs per R1m)
13. The momentous logistical exercise of hosting The Summit created 2 full-time jobs in
the services arena, 60 part-time jobs offering skills transfer and practical experience
over a period of four weeks.
14. International marketing, branding and messaging positions and includes South Africa
and Eastern Cape as the host destination of the Soccer World Cup 2010
15. The Summit is a key part of the PGDP plan to grow jobs through the agricultural sector.
16. The event contributes to the development of skills – global benchmarks and
innovation.
17. The event provides for sustainability through support for the Hardwood Farm,
emerging farmers initiative as well as for local crafters and SMME’s, who have already
received substantial training and support through the event.
18. Intangible benefits (listed in Framework 2) include:
Community Development
Civic Pride
Event Product Extension
Long Term Promotional Benefits
Induced development and construction expenditures
Additional trade and business development
7. Models exist to evaluate the revenue of return visits which are an important part of an
economic impact assessment of this nature.
8. Of the total Gross Domestic Expenditure or value for the province R1 256 090
(R1.25m) is generated from outside of the Province and this represents new money
inflows that would not be forthcoming if the event was held elsewhere or not at all.
111

FRAMEWORK 1 FRAMEWORK 1
NOTES TO FIGURES IN FRAMEWORK 1
Note 2 - based on a total number of 1109 visitors staying 3 bed nights @ an average R
410 per night (R1 364 070)
Note 4 - based on 1109 visitors for four days @ R250 (R1 109 000)
Note 6 - based on 1109 people X R150 per day X 3 days. An additional R 80 000 for
luxury bus trips to sites and VIPs. (R499 050 + R 80 000 = R 579 050)
Note 7 – based on 750 people spending on average R 500 each (R375 000)
Note 8 – VIP group on extended trip to Game Reserves + international visitors extend
their stay for trips through garden route + spouses programme
Note 9 - Organised entertainment budget for networking dinners/awards and other
networking functions
Note 10 – includes marketing brochures, letterheads, billboards, website design,
visitor catalogue, signage, lanyards, conference/summit material, expo layout
Note 11 – Corporate/marketing promotional items, marshall shirts and bottled water
Note 12 - Marquee set-up, Exhibition shell schemes, Carpeting and Electrics,
Conference AV and Big screens, Opening Function, Themed Evening, Gala Dinner,
Agricultural Competitions
Note 14 - Revenue from flight costs based on 108 international delegates paying R 20
000 per flight plus 228 national delegates paying an average of R2500 per flight
Note 15 – Marshalls. Security, Cleaning, Photography, Videography + the utilization of
a Project Director (R400 000), 3 Senior project managers (R540 000) and 10 parttime
staff for a period of two years.
Note 17 – Compulsory Tourism levy calculated at 1% of accommodation bill.
Note 18 – Airport taxes calculated at 30% of flight costs.
Note 19 – Tax calculated at 35% on revenue earned
112

ADDENDUM B
International Mohair Summit
Conference Wrap-Up
113

114

115

116

117

118

119

120

121

122

123

124

125

126

127

128