The goal of Cotton Incorporated's cottonseed program is to increase the value of cottonseed through research and marketing. Research programs currently underway focus on value-added products. Improved methods of cottonseed oil refining and the roasting of cottonseed (to improve feed value) are examples of research projects designed to enhance the value of cottonseed. An extensive effort is underway to remove gossypol from the seed through modern biotechnology techniques. This area of research is the cornerstone of the long-term strategy to increase the value of products made from cottonseed. Marketing programs involve both push and pull market penetration strategies. Dairymen are targeted with print advertisements, radio spots and trade shows. Purchase decision influencers, such as nutritionists, are targeted with personal contact, print advertisements and direct mail. International marketing efforts will initially focus on Mexico, where the potential for increasing exports through market penetration activities is the most cost effective.