The future of the Australian Cotton industry will be determined by grower's ability to meet the needs of our customers. The first thing that needs determining is 'who is our customer?' Presently I'm sure most growers consider that the merchants our customer, because that is who pays us for our cotton However, we must change our thinking, because it is the spinning mill that is our true customer, and for there to be a future marketplace for our cotton, we must produce a fibre that suits the mills, not the merchants requirements