Australian cotton is highly regarded amongst the world's cotton spinners for its high quality fibre characteristics, reliability of supply and lack of contamination. As an industry we enjoy access to regular, reliable buyers who are prepared not only to buy Australian cotton, but to buy it forward as much as two years in advance to ensure they secure their supplies early. However, in this competitive world, we cannot afford to rest on our laurels. There are large competitive threats looming and following the last two years of drought reduced supply, we need to rebuild Australian market share. This paper addresses the need and the opportunities to pursue an industry-wide campaign beyond the farm gate in order to maintain Australian cotton's global &quote;preferred supplier&quote; ranking, secure our market share, and increase grower profitability