The customer might always be right, but in the cotton industry, just looking at the default list published by the International Cotton Association (ICA) would indicate the contrary. Surely our industry needs to rethink our selling and marketing strategy if we are to remove, or at least reduce, this unfortunate impression - and we can do this by working toward more client satisfaction. It is with this in mind that Brazilian cotton growers associations have traveled to the cotton-consuming markets of the world to discuss, and then propose ways of meeting the clients' suggestions and requirements, and so creating a new approach. The Brazilian farmer is very proud of his cotton production and is concerned that it is not fully appreciated by the consumer. We believe that any new approach in selling cotton must be combined with acceptance by the buyers, that such an approach is a genuine attempt to create long lasting relationships between the parties.
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