Australian cotton has global demand and appeal and is considered to be of good quality and reliable in supply. On-farm research driven productivity improvements have contributed to a higher quality product but the increased quality appears unable to attract a price premium. End users of cotton are using sustainability related indices more and more to evaluate products, though it is unclear whether they are willing to pay a commensurate premium. Australian cotton farmers have already been developing sustainable farming practices as part of the myBMP system. The expectation is that this information can be used along the cotton supply chain to signal the added value of the cotton product to help create improved competitive advantage for Australian cotton. This joint CRDC-UTS project has been established to further develop the myBMP system and to re-position the cotton supply chain to enable the creation of this new competitive advantage. The project will run for three years from June 2011 to June 2014.