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The Seal of Cotton
Maintains Ties
to Tennessee
One of the nation’s oldest cotton organizations is the Memphis,
Tennessee-based National Cotton Council. “The Council’s first
organizational meeting was held at Memphis’ Peabody Hotel in
1938,” explains now retired past Council president Gaylon
Booker.
Since that time, the Council has been the driving force behind
many innovative industry events that include guiding a
successful grower-initiated campaign to pass “enabling”
legislation that created an organization to administer a cotton
market development program. The Cotton Research &
Promotion Act of 1966 established the Cotton Board to serve
as program administrator. The Cotton Producer’s Institute
(CPI), originally an arm of the Council, became the first
“
contracted” organization to implement Research &
Promotion on behalf of U.S. cotton. In 1970, CPI separated
from the Council, (because the “Act” strictly forbids any association
with political matters or governmental lobbying
efforts) and was renamed Cotton Incorporated.
“The cotton producers who founded this Program should be
commended for their foresight and dedication to establish an
entity whose sole purpose is to increase demand and
consumption of the fiber that has sustained the economic
viability of so many people for so long,” explains Cotton Board
president & CEO, William P. Crawford.
Cotton’s viability was in serious jeopardy by the middle 1960s.
Many of cotton’s traditional markets had eroded, thanks in
part, to synthetic fibers. “Growers of that era recognized the
reverse direction their industry was heading. The passage of the
Cotton Research & Promotion Act of 1966 was intended to
thwart that reversal and re-capture markets once thought to be
lost for good,” adds Crawford.
THE TURNAROUND
The defining moment came in 1973. It started with the
creation of a symbol that gave cotton identity with consumers.
Recognized today by more than eight out of 10 of those U.S.
consumers, the “Seal of Cotton” is the central visual around
which all Cotton Incorporated promotions revolve.
Developed by the same people that crafted other corporate
logos like Coca-Cola and the Levi’s patch, the Seal embodies
the many characteristics of cotton. It both symbolically and
persuasively transfers those characteristics into consumer
buying decisions. From softness and comfort, to reliability and
strength, the Seal solidifies everything about cotton into one
symbol.
One of the more interesting trend graphs created by the
United States Department of Agriculture (USDA) over 30
years ago, reflects their predicted path of cotton’s market share
demise. In 1975, cotton’s share of the “Retail Apparel &
Home Fabrics” market fell to a record low 34 percent. USDA
came out with the sobering graph estimating that cotton’s
market share would bottom out around 20 percent by 1995.
“Through the concerted efforts of our two organizations, and
guidance from their respective Boards, that low market share
never materialized…thankfully,” remarks Crawford. In 2004,
more than half of apparel purchases made by consumers
contained 100 percent cotton. By including any clothing
purchases that contain cotton, whether it is 100 percent
cotton or blends of cotton, cotton's market share surpasses 70
percent. A true success story by all accounts.
INNOVATIONS
Not only has the Research & Promotion Program (R&PP)
positively affected consumer preference for cotton and cotton
products, it has directly improved the efficiency of cotton
production and the manufacturing of cotton textiles. One of
the most innovative tools ever created through “check-off-
funded” Cotton Incorporated research is the module builder.
A device that compresses harvested seed cotton into what
looks like a huge loaf of bread, the module builder eliminates
long lines of overflowing cotton trailers at the gin point,
preserves cotton’s fiber qualities and allows producers to keep
their harvesting machines operating.
Nonwovens are another sleeping giant category for cotton.
What is a nonwoven? Picture those sexy backless gowns you’re
given in the hospital. The nonwovens hygiene sector (cotton
swabs, Q-Tips, feminine protection products, etc…) is
another area of opportunity for cotton. If cotton could capture
10 percent of this segment, it would equate to 80 thousand
bales of additional consumption.
WINDS OF CHANGE
Cotton is a global business. As with any global business,
myriad factors influence. Thanks in part to adverse foreign
currency valuations and cheap labor in other countries, the
U.S. textile industry has been on a crash course with the blues.
Mills and manufacturers are shutting down or moving
operations to those regions to capitalize on obvious labor cost
savings. “While there are still some viable textile businesses
here in the U.S., the overall trend is shifting. But we can’t turn
our head and complain,” remarks Crawford.
Like the growers who conceived the R&PP, they reacted to a
set of circumstances and moved forward. “That’s exactly what
we must do,” he adds. There are still U.S. textile customers
operating today, but their numbers have declined. The fact
that this shift in textile operations has occurred has got to be
viewed as an opportunity rather than an insurmountable loss.
“We’ve got the team of professionals and cooperating
organizations to capture those opportunities, but we have to
have grass-roots, grower support and the flexibility to
influence and adapt to change,” emphasizes Crawford.
Change is never easy. Establishing the most successful
commodity check-off program wasn’t easy either. With the
ongoing, cooperative vision from two of Tennessee’s most
visible cotton organizations, the Cotton Board and the
National Cotton Council, the future of cotton is looking as
bright as all those open bolls along Tennessee highways.
Contact Information:
Cotton Board
871 Ridgeway Loop, Suite 100
Memphis, TN 38120
901/683-2500
www.cottonboard.org |
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