We were honored to host the newly appointed executive director of Cotton Council Interna-tional, Liz Hershfield in Lubbock on June 12. After a roundtable discussion focused on cotton production and associated challenges, she toured Barry Evan’s farm to learn more about his farming practices and crop rotations. We ended the day with a tour of the Bayer seed processing facility and a discussion of consumer perceptions that drive fiber content purchasing decisions.