| 08/10/09 - Designing New Markets for Rural Craft |
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 “People think very small, not realising that there is a global market out there,”says Craig Carbutt, the rural outreach officer of the Cape Craft and Design Institute (CCDI). Craig will be co-ordinating a creativity workshop from 12 to 16 October in Wellington, part of a range of CCDI programmes that help develop creativity, innovation, business skills and market access in the Western Cape craft sector. This workshop will be run on behalf of the CCDI by seasoned product development specialist Mara Fleischer, who has won local and international awards for her craft sector work. The CCDI, set up by the Province and the Cape Peninsula University of Technology in 2001, has about 1400 craft producers on its database. It supports them through numerous initiatives such as a fact-filled monthly newsletter, design and innovation training and enterprise development. The initiatives extend to the Karoo, Eden District, the Overberg, the Winelands and the West Coast, ensuring that the CCDI’s nifty VW Caddy can be spotted anywhere from Beaufort West to Plettenberg Bay and Cape Agulhas. “The most common enterprise on our database is a very small owner-managed business, with a few core staff and outsourced production capacity,” says Craig. “There are also a lot of social enterprises that are established by NGOs to generate income,” Reaching out includes canvassing for new members to join the database so that these producers can access information disseminated by the CCDI. Partnerships must also be formed with government-aligned bodies in both regional and local structures. Craig’s ideally suited for this post as he has notched up a Fine Arts degree, a postgraduate qualification in Museum and Heritage Studies, and seven years’ experience in provincial management. Craig is personally running workshops in the outlying areas on product guidelines for the FIFA World Cup ™, as many craft producers are eager to find out more about opportunities around the event. FIFA ™ has many limitations and strict penalties regarding its logo and key event-related words, and briefing craft producers has helped avoid many expensive mistakes. Craft producers may not, for example, use “2010” or “Twenty Ten” on their products in combination with words such as “Soccer”, “Football”, “South Africa”, “RSA”, and “World Cup.” A key CCDI message is that 2010-related products may sell for only a limited period, but there is still plenty of long-term marketability for products inspired by their location, as only limited products of this ilk are being developed. “The CCDI is encouraging producers to make products that speak to where producers come from, and to show the uniqueness of each area,” says Craig. “Producers revisit where they are staying and rediscover the place they are in.” He adds that on his travels he finds some products that are “delightful” but need greater market access. “It is important to encourage producers in what they are doing. They just need to be discovered.” “It is of paramount importance that operators on the ground get to know about the CCDI as we have the ability to assist craft producers to improve their products and abilities in up-scaling their enterprises. “We are here to help. Phone us and we will see you on the next trip to your area. “ Contact: This e-mail address is being protected from spambots. You need JavaScript enabled to view it │ CCDI 021 461 1488 │ www.ccdi.org.za │mobile 083 205 0269 Issued by: Judy Bryant Communications 0832867168 │ This e-mail address is being protected from spambots. You need JavaScript enabled to view it On behalf of: Cape Craft and Design Institute Contact: CCDI 021-460 1488 Communications manager Marjorie Naidoo 021-461 1488 |