The ICAC: Adding a

Human Face to Cotton

A presentation by
Robert P. Antoshak
Why?
 Here’s why…
our industry in
four slides.
Consumers are getting older …
(Median Age of the American Population)

Source: U.S. Census Bureau

So they buy less clothing …

(Per Capita Value of annual American Purchases of Clothing)

Source: U.S. Census Bureau

e there are more things to buy …
(Average Annual Value of American Consumer Purchases)

Apparel

Other

Source: U.S. Census Bureau

… So what happens? Prices stall.
(Consumer Apparel Price Index; 1984=100)

Source: U.S. Census Bureau

Resulting in “cheap” …
And that leaves
cotton in a
whole lot of
hurt …
rends
AND COTTON LOSES MARKETSHARE …
1/27/15 1:05 PM Page 2

FIBER TRENDS
Total Fiber Demand (million tons)
80
Wool
70
Cotton
60 Polyester
50 Nylon
Acrylic
40
Cellulosic
30
Polyprop
20

10

0
1980

1990

2000

2010

2020

2030
Figure 1
And why not?

✓there’s a Glut of
polyester.
✓there are Fluctuating
cotton prices.
✓lots of Confusing
messaging about cotton.
✓most importantly:
there’s Disinformation.
AND WE CAN SEE CONFUSION IN OUR OWN INDUSTRY
IT'S A BRAWL!

COTTON AGAINST COTTON …

ORGANIC AGAINST GMO …
COTTON VS. SYNTHETICS …
AGAINST TEXTILES …
AGAINST BRANDS …
AGAINST RETAIL …
AGAINST OUR CUSTOMERS.
So what should we do?
This is where the ICAC comes in …
The ICAC can help the industry
to break out of the clutter
and ignore the noise.
So, let’s begin with the basics …
Information.
Government Policies.
Research.
Events.
Public outreach:
But to Whom?
 Audience should expand beyond
the agriculture community:
The days of cotton-talking-to-cotton
are over.
It’s time to listen to the customers.
 That’s where
industry knowledge
comes in
to create marketable products.
But to do that,
we’ll need to change how
information is presented.
Add a human face to
broaden appeal of
ICAC’s information.
New Communications Initiatives …

✓ Social media
✓ Video
✓ New website
✓ Allow advertising
✓ Media partnerships
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re-branding … ••••••

What is the ICAC?

WHY WE MATTER.
We assist governments in fostering a healthy world cotton
economy. Our role of the ICAC is to raise awareness, to
provide information and to serve as a catalyst for
cooperative action on issues of international significance.
Provide statistics on world cotton production,
consumption, trade and stocks and to identify
emerging changes in the structure of the world cotton
market;
Serve as a clearing house for technical information
about cotton and cotton textiles;
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But we’ll need a common ground.
And that’s sustainability.
Let’s talk about sustainability…
✓ Broad Definition
✓ But Broad Participation
✓ Much of the cotton supply
chain already embraces
✓ Source of industry growth
✓ Opportunity for Gov’t Policy
 So, why don’t we establish
a global cotton sustainability index?
And why not establish a global
public-private sustainability &
innovation investment fund
to support farmers?
And then offer consulting services
in support of the fund?
New Strategic Initiatives …
✓ Consulting engagements
✓ Create Innovation &
sustainability fund
✓ Raise private capital for special
projects
✓ Solicit Partnerships with NGO’s/
Trade Associations/Trade Shows
Thank you!

A presentation by
Robert P. Antoshak
Managing Director, Olah Inc.
New York, NY, USA
rantoshak@olah.com
www.olah.com
www.kingpinsshow.com