Job *well* done.

Thanks,
TRacy

I just ran across your article and want to correct an error in your description of the Mirasol Project.
There was never a ‘Peruvian collective’ associated with the project which is why there is no mention of it on the Mirasol website you reference or in any of our publicity. The yarns which are sold in the Mirasol Collection are made by Michell y Cia S.A., a long established mill located in Arequipa, Peru.
The Mirasol Project is managed by a nonprofit association in Arequipa which uses the money we contribute to build and staff schools for disadvantaged children in the remote Peruvian Highlands. The model is very simple. To establish a sustainable cash flow to aid these children I arranged that all distributors buy from the same source (Michell) and at the same prices. There are no inflated margins due to redistribution outside of Peru. There is no reselling from one distributor to another. As a result the prices of these high quality yarns are comparatively low (there are many more expensive luxury yarns on the market). A percentage of each Mirasol distributors’ purchases is remitted to the managing nonprofit association in Peru. Michell also contributes a percentage of its Mirasol Collection yarn sales to the distributors.
If we are looking for term to describe this arrangement and the participation of the manufacturer, the distributors and the consumers of Mirasol yarns, ‘making a charitable donation’ would be more accurate than ‘supporting a craft collective’.
However, the difference between this type of charity and the usual ‘fund raiser’ is that it is ongoing and sustainable. And it is so because money is being made by the distributors. I’m not an Adam Smith disciple, but I’m sure I would not have been able to raise enough money to build and staff schools if I had just asked for donations – that is, without invoking profit motive. It is the combination of making money and ‘doing good’ that keeps the project alive with the manufacturer (Michell) and the distributors (myself and others in the UK, America, Germany, Spain, France, Norway). Moreover, the eventual consumer, in addition to the pleasure of owning a very nice yarn, derives satisfaction from the good work of the project. Justifiably, I think.
Perhaps I misread your article but it also seemed to me that you imply we intentionally withheld information on the Mirasol Project in order to market more effectively. From my point of view we did just the opposite. The Mirasol website was put together to directly and transparently substantiate the project. You can follow the its progress year by year. I was very conscious of the false claims made by some corporations claiming the moral high ground for their products (the Body Shop is a classic MBA case study) and wanted to make it clear we were doing what we said we were.
I do not disagree with your point that ‘consumer charity’ (to create a phrase) may create lethargy. It is possible that some may feel less guilty by purchasing pink ribbon soup like modern indulgences but that does not apply to all, does not preclude additional action and does not invalidate the cause. My involvement with the Mirasol Project, for example, does not prevent me from lobbying my MP to push for better rural education in Peru. I do believe, however, that the Mirasol Project is effective and that it certainly produced quicker results.
Finally, I completely agree that we should be ‘looking beyond advertising to the realities of production’. It’s why I am writing you this letter.

Regards,
Peter Mulley

P.S. I’m glad you like Malabrigo yarn. I distribute it in Canada as well. Something I didn’t mention above because it was a bit off topic: Malabrigo and Mirasol yarns sell first and foremost because they are excellent products. I have yet to see cheaper alternatives of the same quality.