U.S. cotton competes each day for its position in the world market against foreign growths and against other fibers. The factors influencing the choice to put cotton on spinning frames around the world range from highly refined measures of fiber quality, to consumer demands and the relative prices of competing fibers. In order for U.S. cotton to be chosen above other cottons or other fibers our cotton must demonstrate a competitive advantage in some arena. We must deliver higher quality fiber, or demonstrate that consumers want U.S. cotton in their cotton products and are willing to seek out these products, or that our prices are lower than competing fibers of equal quality.