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Newsline-International | February 2016

Promoting COTTON USA via Heimtextil

With the claims of “quality, purity and responsibility,” COTTON USA is putting responsible cotton cultivation in the US at the centre of its trade fair message for Heimtextil 2016, thereby showing its support for manufacturers and retailers, helping them in their quest to offer responsibly-produced products. At the COTTON USA booth in Heimtextil, the trade can gather information on the global cotton market and responsibly-produced US cotton, as well as find out how the CottonLEADS® programme helps to identify suppliers using US cotton, ensuring they take the first decisive step towards a sustainable supply chain.

As a global brand for high-quality cotton products, COTTON USA stands for the most important natural fibre – namely cotton – which is one of the most environmentally-friendly and socially-compatible fibres in the global market. Responsibly-produced US cotton provides necessary sustainability throughout the entire supply chain. Sustainable agricultural practices have been used in the United States for more than 30 years. Such practices seek to preserve land for future generations, and to continually support environmentally-friendly and energy-conscious production. Since cotton in the US is aligned with other food crops, there are extensive, binding federal regulations that must be followed in cotton production. Consequently, the United States is one of the leading countries producing responsible cotton today. In addition, research findings and best practices are shared internationally to continuously optimise cotton sustainable cultivation worldwide.The COTTON USA quality brand stands for innovative, advanced, environmentally-friendly and socially-conscious cotton cultivation and processing technology as well as unique, quality-oriented classification and control of all US cotton fibres.

The COTTON USA booth at the trade fair in Frankfurt is the meeting point for the international cotton industry. US cotton organisations—Cotton Council International (COTTON USA), Cotton Incorporated and Supima—provide visitors with comprehensive background information on the development of the global cotton market, the findings of current market and consumer studies, and ongoing sourcing programs such as COTTON USA’s proactive support with respect to procurement issues, which includes organised sourcing trips to important procurement regions. Marketing campaigns and collaborations with leading brands/retailers represent another focus of the international COTTON USA programme. Consumer-oriented marketing and communication initiatives directly address consumers all over the world. Social media is becoming an increasingly important part of the communication strategy.

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