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Way beyond the market
The president of Abrapa, Arlindo de Azevedo Moura,
believes that, froman economic point of view, “I’mof Cot-
ton” is a movement that fosters the consumption of cot-
ton in thenationalmarket. “It is an investment in informa-
tion to society, and that, as producers, we hope it results
into rising demand”, he states. “Nonetheless, the “I’m of
Cotton” concept goes way beyond the market. It is a real
institutional question, for the long run, reasonwhyweun-
derstand that “I’mof Cotton” is in fact amovement”.
According to the official, it is a matter of creating
awareness about the supply chain, about the job posi-
tions it generates and sustainability, increasingly pres-
ent and encouraged by all links. “We want that, at the
retail store, people come to know about the prominent
position Brazil conquered at global production, con-
sidering the volume and the quality of the crop, and
that, somehow, they will understand that it is the result
of technology, professional work and competence”, he
emphasizes. The idea to make the consumers aware of
the benefits derived from opting for cotton, creating
the habit of checking the composition of the item on
the label of the industry.
