CMW NEWS is fortunate to announce that from the new season CMW fibre producer clients will have a few quality differentiated marketing options to choose from …… options that will ensure value adding through product differentiation!

A lot has been said elsewhere in this issue about PureCape and Premium PureCape as certification brands in quality differentiated fibre marketing where new technology (OFDA2000) or specialized classing measures at CMW are applied to ensure that a superior quality product be arrived at. Similarly has the Camdeboo brand already established itself in the mohair market as originating from an exclusive group of mohair producers.

Realising the importance of on-farm management of both production and product (clip) preparation, CMW introduces  CapeMerino as its newest quality differentiated fibre marketing option. 

To qualify for CapeMerino member status, which is totally optional, necessitates the CMW technical officer to be involved in both the production as well as the clip preparation process [according to the well-known CQM guidelines] to monitor and certify that the necessary criteria for qualifying of a quality managed system are met. Clips originating from qualified members will be marketed under the CapeMerino mark on the catalogue. Strict control of this value system will ensure that the buyer can buy with confidence knowing that exceptional care has been exercised right through the production process up to clip presentation.

Due to extra inputs, marketing of this    option will imply an additional marketing cost of 0.5 per cent. CMW NEWS is of the opinion that this extra cost is small relatively to what such clips will gain in add-on value.