The Cotton LEADS™ program was launched to illustrate, at a national level, the responsible production practices of cotton growers in Australia and the United States, the program's two founding countries. At the heart of the Cotton LEADS™ program is the commitment to continuous improvement in cotton growing practices in these countries. Mark Messura, Senior Vice President of Supply Chain Marketing at Cotton Incorporated, joins us to talk about cotton, its competitors, and upcoming events in the program.