Scepticism on the applicability of models is not due to their rarity nor lack of exposure. A recent survey of models targeted at farm production and catchment management (Hook, 1997) recorded over 90 models or computerised decision support systems (DSS) developed and/or supported in Australia. The compilation included models relevant to the cotton industry, the OZCOT and CBRCOT cotton models and the now defunct STRATAC DSS. It would be safe to assume that there are probably runny more such products than those listed in this report. Yet, in Australia (Cooke, 1994) and world-wide (Plant, 1997), farmer acceptance of models and decision support systems has been disappointingly low. In this paper, our objective is to relate our experiences of how some farmers and consultants have benefited from the application of systems models in their farming operations. We argue that this recent effort in applying models within industry has important distinguishing features from past efforts on decision support systems and that the current market pull for commercial access to systems models may be sustainable. We conclude with proposed plans to progress towards commercial delivery of systems simulation to farmers in the northern cropping region