Meeting The Objectives

Entering the 2007 season, Cotton Incorporated had six major objectives, said J. Berrye Worsham, President and CEO.

Variety Improvement

A major initiative of the cotton industry. Making long- and short-term decisions is a fact of life, but for the cotton industry to be successful, the focus has to be much more on the long term. And that is the purpose of Cotton Incorporated’s Variety Improvement Initiative.
“At Cotton Incorporated, we’re very fortunate to (be able to have the flexibility) to look more at the long-term challenges,” said Dr. Kater Hake, Vice President, Agricultural Research.
One of the long-term goals is improvements in cotton varieties. “What I’d like to do it think about variety improvement as a long-term cornerstone of cotton’s competitiveness – not only in yield, but also in consumer demand,” Hake said.
Hake said it could take up to 15 years to move new varieties with new traits through development and commercial approval. “It’s a four to seven year process just to test these new traits for regulatory approval,” he explained. “It’s a very slow process and seed companies have to respond to (demand) signals quite a bit into the future.”
That would include projecting well into the future what fiber quality is best suited for the most popular spinning method at a precise moment. “China’s demand has increased dramatically, and they have added a tremendous amount of ring-spinning,” said Hake. “So we have gone from being focused on ring, to rotor and back to ring. Those (market) signals occurred very rapidly and have encouraged breeding programs to shift focus in response.”

  1. Improve farm profitability through research,
  2. Develop programs to differentiate U.S. cotton in the world market,
  3. Meet the challenges facing cotton by other fibers in key markets,
  4. Enhance Cotton Incorporated’s global presence as a voice for cotton,
  5. Continue Cotton Incorporated’s connection with the U.S. consumer with positive messages,
  6. And enhance environmental/sustainability research and communications to both consumers and the industry.

“The 2007 activities that went with each of these six objectives could literally take up hours in discussions – which is what we just completed a few weeks ago at Cotton Incorporated’s annual meeting,” said Worsham.

“We have developed and or implemented new technologies for denim – cotton’s largest market – as well as in performance apparel – a market cotton has lost to synthetic fibers,” Worsham said. “We are excited about new processes developed at Cotton Incorporated that greatly improve cotton’s ability to wick away moisture like the ‘Dry-Fit’ products that use synthetic fibers.”

Worsham said Cotton Incorporated is in confidential trials with a major sportswear brand to become more competitive in that ever-growing market.

“In denim, we can now make 100% cotton denim products that stretch, and 100% cotton water-resistant denim,” he added.

Sustainability

“Sustainability was a major focus for Cotton Incorporated,” Worsham said. “When I speak of sustainability, I am referring to environmental issues. Sustainability can either be an opportunity, or a competitive disadvantage to U.S. cotton, depending on how we deal with it.”

Opportunities in China

“There are hundreds of millions of children and adults that are coming out of poverty and they will demand better food, better textiles, more garments. There’s a huge opportunity to supply that with cotton. Cotton is the fiber we want them to wear; cotton is the fiber they want to wear. Most of the children in this picture are wearing cotton. This is a very long-term opportunity.” – Dr. Kater Hake

Worsham said the problem with sustainability continues to be the considerable amount of misinformation related to cotton. “Our objective is to be straight forward,” he explained. “We want to continue to research, develop data and communicate cotton’s improvements – and U.S. cotton in particular – in sustainability to both consumers and to industry.

“If the day comes when eco-issues are important in the consumer buying process for apparel and home textiles, we want cotton positioned as the ‘eco-choice’ for consumers. And we want cotton as the gold standard for sustainable production.

Captions:

J. Berrye Worsham

Dr. Kater Hake

Leave a Reply

Promotion Stories

Promotion

Sourcing USA Summit Strengthens Global Partnerships

November 21, 2014

The recent COTTON USA Sourcing USA Summit brought representatives from global sourcing companies together with the U.S. cotton industry to discuss the advantages of U.S.-grown cotton.

News

Texas Tech Program Wins Cotton Inc. Grant

November 3, 2014

Students in Texas Tech’s Retail Management program will get an in-depth look at cotton in their curriculum, thanks to an educational grant from Cotton Incorporated.

Marketing

CCI Tour to Showcase U.S. Yarn and Fabrics to Uniform Manufacturers

September 23, 2014

Apparel manufacturers from eight countries will get a good look at U.S. cotton yarn and fabric production during Cotton Council International’s 2014 COTTON USA Western Hemisphere Uniform Manufacturers Tour.

Marketing

Research Shows Polyester Athletic Wear Has an Odor Problem

September 16, 2014

When folks in the cotton industry say polyester stinks, they now have the research to back the statement up.

Marketing

Cotton Board Approves Funding for Cotton Incorporated, Elects New Officers

August 13, 2014

The Cotton Board voted to recommend Cotton Incorporated’s proposed 2015 budget of $80 million to the Secretary of Agriculture.

Marketing

Cotton LEADS Program Now Counts More Than 200 Partner Companies

July 24, 2014

More than 200 partner companies have now joined the Cotton LEADS program since its launch in October 2013.

Marketing

Alabama Voters Allow Cotton Growers to Determine Status of State Checkoff Fee

July 16, 2014

Based on the results of Alabama’s July 15 primary election, the state’s cotton growers now have the opportunity to determine if their current voluntary cotton checkoff fees for marketing and research should become mandatory.

Around The Gin

Product News

Deltapine Announces Class of 15 Cotton Varieties

December 16, 2014

Deltapine has announced two new high-yielding cotton varieties for its Class of 15, with several potential varieties awaiting regulatory approvals of the Bollgard II XtendFlex technologies.

Precision Technology

NORAC Hybrid Mode Receives U.S. and European Patent Approval

December 8, 2014

NORAC Systems International Inc.’s Hybrid Mode in-crop spraying feature has received patent approval in the U.S. and Europe.

Product News

Americot Adds Another High Yielder for 2015

November 24, 2014

Americot rode to success on the performance of two top varieties in 2014. For 2015, the company is adding another workhorse variety to the stable.

Product News

CROPLAN a Brand to Watch for 2015

November 21, 2014

Growers familiar with CROPLAN corn and soybean varieties in the South may want to keep an eye on the company’s cotton program, too.

Product News

Deltapine Focused on Raising the Yield Bar in 2015

November 17, 2014

No brand of cotton seed was planted on more acres in 2014 than Deltapine. So it stands to reason that the company’s variety researchers are preparing to introduce monumental changes to their seed lineup in 2015.

Product News

Growth Continues for Dyna-Gro and All-Tex

November 13, 2014

Crop Production Services has put a two brand approach in place for its Dyna-Gro and All-Tex brands of cotton. And their varieties are getting stronger each year.

Product News

PhytoGen Gaining Foothold in West Texas Market

November 12, 2014

In a year that saw PhytoGen introduce several new varieties to the Cotton Belt, an old standard once again stole the headlines as the company looks to gain more of the Southwest market.

Product News

Monsanto, Sumitomo and Valent Extend Crop Protection Partnership

November 10, 2014

Monsanto, Sumitomo Chemical and Valent U.S.A. have agreed to extend their strategic partnership in Monsanto’s Roundup Ready PLUS Crop Management Solutions platform for U.S. cotton and soybeans.

Latest News

Promotion

Sourcing USA Summit Strengthens Global Partnerships

November 21, 2014

The recent COTTON USA Sourcing USA Summit brought representatives from global sourcing companies together with the U.S. cotton industry to discuss the advantages of U.S.-grown cotton.

News

Texas Tech Program Wins Cotton Inc. Grant

November 3, 2014

Students in Texas Tech’s Retail Management program will get an in-depth look at cotton in their curriculum, thanks to an educational grant from Cotton Incorporated.

News

Cotton’s 24 Hour Runway Show Returns for Third Year

October 23, 2014

Cotton Incorporated will again host Cotton’s 24 Hour Runway Show – a fashion marathon featuring a different cotton look every minute – in early November.

Marketing

CCI Tour to Showcase U.S. Yarn and Fabrics to Uniform Manufacturers

September 23, 2014

Apparel manufacturers from eight countries will get a good look at U.S. cotton yarn and fabric production during Cotton Council International’s 2014 COTTON USA Western Hemisphere Uniform Manufacturers Tour.

Marketing

Research Shows Polyester Athletic Wear Has an Odor Problem

September 16, 2014

When folks in the cotton industry say polyester stinks, they now have the research to back the statement up.

Marketing

Cotton LEADS Program Now Counts More Than 200 Partner Companies

July 24, 2014

More than 200 partner companies have now joined the Cotton LEADS program since its launch in October 2013.

Marketing

Alabama Voters Allow Cotton Growers to Determine Status of State Checkoff Fee

July 16, 2014

Based on the results of Alabama’s July 15 primary election, the state’s cotton growers now have the opportunity to determine if their current voluntary cotton checkoff fees for marketing and research should become mandatory.

Marketing

Automatic or Not? Alabama Voters to Determine Status of State Cotton Checkoff Fees.

July 9, 2014

On July 15, Alabama voters will have a say in determining if the state’s voluntary cotton checkoff program should become automatic rather than voluntary.

International

CCI Urges India Consumers to “Check the Label” Bollywood-Style

July 9, 2014

To promote cotton usage in India, Cotton Council International is urging consumers to “Check the Label” in a new Bollywood-style video campaign.

Marketing

Mid-South Cotton Producers to See San Joaquin Valley Agriculture

July 6, 2014

Thirteen Mid-South cotton producers will observe cotton and other agricultural operations in California’s San Joaquin Valley the week of July 13 as part of the National Cotton Council’s 2014 Producer Information Exchange Program.

International

CCI Promotes Textile Industry Dialogue during Events in China and Turkey

June 30, 2014

Cotton Council International recently completed programs in China and Turkey designed to increase dialogue between COTTON USA and the countries’ textile industries and buyers.

Marketing

Cotton Board Confirms $80 Million for Cotton Research and Promotion

June 13, 2014

The Cotton Board’s Executive Committee has confirmed $80 million for funding of the 2015 Research and Promotion Program.

Marketing

USDA Seeking Nominations for The Cotton Board

June 13, 2014

USDA is seeking nominations for candidates to serve on The Cotton Board.

Marketing

When Is A Blue Jean Not A Blue Jean?

May 19, 2014

The recent influx of man-made fibers into blue jeans is not a good fit for many consumers, and could affect the care, wear and expected five-year longevity of their beloved blue jeans.

International

Supima Honored for Premium Fiber Branding by AAFA

May 7, 2014

The American Apparel and Footwear Association has awarded Supima the American Image Award for Premium Fiber Branding.