Getting Ahead and Staying There is most certainly a common goal in many aspects of life and business. For Supima it is a multifaceted challenge of building a brand identity and consumer recognition upon a top quality cotton fiber. To understand the goal for Supima it is important to understand what American Pima is, as well as address the concept of differentiation and adding value to a product through branding and how we at Supima promote and identify American Pima. There are two species of cotton grown in the U.S. The most common one is the Gossypium Hirsutum - otherwise known as Upland cotton. The other species is an extra long staple cotton called Gossypium Barbadense - otherwise known as American Pima in the United States. American Pima production represents about 3% of the entire U.S. cotton crop on an annual basis. This is similar to the percentage of ELS and LS cottons that are grown around the world relative to the entire worldwide crop