Two challenges face Cotton Council International (CCI) and its supporters in the U.S. cotton industry as the calendar turns to the new millennium -- how to generate underlying demand for cotton amid a world fiber glut and how to establish a premium for U.S. cotton and cotton products in the marketplace. Putting customers first is the cornerstone of U.S. cotton's success in export markets. The development and maintenance of overseas markets for U.S. cotton fiber and manufactured cotton products is critical to the long-term success of the U.S. cotton industry. Exports of U.S. cotton and cotton products help retain U.S. jobs on and off the farm, maintain U.S. farm and textile profitability and improve the U.S. trade balance.
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