Professional track star Monica Hargrove sporting Charged Cotton™ gear. This line of clothing was developed through the collaboration between Under Armour and Cotton Incorporated. Photo courtesy of Under Armour advertising campaign.
As more and more Americans are working to become fit and healthy, one of the top athletic clothing companies – Under Armour – has been building a team to help improve its use of natural fibers. Relying on cutting edge research to provide products that wick away moisture, Under Armour products traditionally were not made of the classic sporting apparel material – cotton. However, since early 2011, one of the company’s most popular items has been Charged Cotton™, a line of clothing that uses cotton — the fabric of our lives. Read more »
When it comes to expanding market share, increasing revenue and getting the word out about a great product or commodity, checkoff programs prove that there’s strength in numbers. Officially called research and promotion programs, checkoff programs give agricultural producers, importers and other stakeholders in the marketing chain the power to maximize resources while managing risk.
The strategy for increasing or expanding commodity markets takes more cooperation within the industry than competition between individual farms and businesses. Consumers may not know exactly which farm grows or raises their fruit, beef, cotton or lumber, but they will decide what to buy based on knowledge, quality and availability.
The consumer’s perspective that there is a general uniformity to some commodities serves as the catalyst for many individual farms and businesses to collaborate on a comprehensive, industry-wide strategy to expand markets. Promoting a commodity as a whole instead of by individual businesses means everyone in the industry benefits through increased sales, consumer awareness and higher overall demand. Read more »