A lot of what has happened at the retail level can be traced back to this program, one of the most successful self-help efforts any agricultural commodity has ever undertaken. In fact, a great part of the increase in cotton's retail market share, from the low of 34 percent in 1974 to the 60 percent gained through 1998, is due to Cotton Incorporated's aggressive advertising and promotion campaigns paid for by producer contributions which are managed by producer boards. This kind of promotion has helped raise consumer consciousness about fiber content. It has capitalized on consumers' increased interest in natural fibers and on their preference for casual wear. Consumer awareness of the Cotton Seal, licensed for use by apparel manufacturers, reached 74 percent last year.
Consumers see the seal as a symbol of quality, value and comfort.
You might also be interested to know how this demand for cotton products translates to increased production. Second, a 26-year decline in offtake of U.S. cotton was reversed, with production climbing to its highest level ever in 1994 with the production of 19.6 million bales. And finally, a 70-year decline in cotton's share of U.S. mill fiber consumption was halted. So the combination of Cotton Incorporated's advertising and merchandising program . . . On the profitability issue, most cotton farmers will tell you they can't remember a time when economic conditions were worse.