Differentiating U.S. Cotton

Women’s History Month Focuses on Cotton Growers

March was Women’s History Month and Cotton Incorporated’s Public Relations team created a great deal of press interest about two very significant U.S. cotton producers – Alabama’s Larkin Martin and California’s Diann Prechel-Shearer.
Both are something of an anomaly – women in a male-dominated profession. Prechel-Shearer serves on the Board of Cotton Incorporated and Martin on the Cotton Board, and both women are writing their own chapters in the pages of U.S. cotton history.
After receiving their college degrees, both were called back to the farm after their fathers became ill. Now Martin is the managing partner in Martin Farms, and Prechel-Shearer is a partner with her father in Cotton & Baily Farms, and additionally with her brother in Prechel Farms.
Both rely heavily on modern technology to balance farming with eco-consciousness – an important issue with both women. By successfully doing so, Martin and Prechel-Shearer are rewriting history in a centuries-old agrarian business.

As U.S. cotton faces increased competition from not only synthetics, but from cottons produced in other countries, Cotton Incorporated is influencing key decision-makers throughout cotton’s global pipeline showcasing the benefits and advantages that accompany the purchase of U.S. cotton.

U.S. cotton has an excellent reputation among the world buying community. Our quality factors have steadily improved to meet the needs of overseas mills. Our industry’s reputation for delivery and sanctity of contract is second to none, as is our reputation for contamination-free cotton.

Since 1982, when Cotton Incorporated introduced the first Engineered Fiber Selection (EFS) cotton fiber management computer software program, we have been improving and expanding EFS while simultaneously, through our annual EFS Systems Conference, educating the global textile community about how EFS can improve mill/manufacturing efficiencies and their end products. Maximizing High Volume Instrument (HVI) data, the EFS System is one of the most influential tools we use to increase demand for U.S. cotton.

In addition, Cotton Incorporated and Cotton Council International work cooperatively promoting cotton and U.S. cotton to consumers around the world through advertising, PR and other marketing programs. This is a powerful tool to differentiate cotton from synthetics and U.S. cotton from other cottons.

Unique Fabric, Unique Apparel

One way Cotton Incorporated increases demand for cotton is by creating unique fabric and apparel finishing technologies.
Then they work with key decision-makers in cotton’s pipeline to get those innovations adopted into product lines which ultimately appear on store shelves.
One Cotton Incorporated innovation, STORM DENIM technology, was recently adopted by fashion designer Alexander Wang and retailer Mark’s Work Wearhouse.
“These two adoptions are a perfect example of how our company divisions work cooperatively to advance cotton’s position in the market,” says J. Berrye Worsham, president & CEO, Cotton Incorporated.
STORM DENIM technology provides water-repellency, protection from the cold and damp, and the breathability of denim. “Its fashionability and functionality were obviously recognized by these two diverse adoptors,” adds Worsham.
The technology is applied in garment form, the last step in the apparel production process. Doing so allows more marketability for specific end uses and with that, more sales of cotton.

Caption for sidebar (Women’s History Month):
Larkin Martin

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