For Immediate Release
Date Posted: 5 December
Executive Summary
Highlights from the World Café at the 78th Plenary Meeting:
- The ICAC is developing two innovative technology projects, one targeted at production in less-developed countries and another that has potential from farm to retailer
- The Virtual Reality (VR) Cotton Training Programme can be a powerful tool to help improve yields, but also has applications throughout the entire cotton supply chain, including brands and retailers
- The voice-based Soil and Plant Health app is specifically designed to help smallholder farmers improve the health of their soil and cotton crop in less-developed countries
World Café Showcases ICAC’s Innovative Technologies for the Cotton Supply Chain
As the old adage goes, ‘seeing is believing’ — but so is hearing, according to three speakers who demonstrated cutting-edge technologies currently under development at The International Cotton Advisory Committee (ICAC).
During the World Café — the Sixth Open Session of the 78th Plenary Meeting in Brisbane, Australia — presenters discussed two cutting-edge initiatives designed to transform cotton production globally, especially for smallholder farmers in less-developed countries.
Mike McCue, ICAC Director of Communications, addressed the audience first, highlighting the organisation’s VR Cotton Training Programme.
Displaying footage from the organisation’s on-site filming in India earlier this year, Mr McCue emphasised the positive impact that the technology could have on cotton yields in many less-developed countries — but added that it also holds great potential for the entire supply chain.
‘Our intention is to bring yields in West Africa from the current 452 kg per hectare (ha) to the global average of 786 kg/ha, and to double East and South Africa’s current yields of 252 kg/ha’, he said. ‘But this technology also can be used throughout the chain, from entrepreneurs interested in opening small-scale textile units in Africa, all the way to executives from global brands, who can use VR to “walk” through the cotton supply chain and get a better understanding of how the products on their shelves got there’.
Dr Keshav Kranthi, ICAC Head of Technical Services, and Dr Kater D Hake, Vice President of Agricultural and Environmental Research for Cotton Incorporated, then took the stage to discuss the ICAC Soil and Plant Health app.
The software was specifically designed to help farmers improve soil and plant health in less-developed countries, including Africa. ‘The most important aspect of this voice-based technology is that it was created to help farmers — even if they’re illiterate’, Dr Kranthi said.
He pointed out that the app also gathers a large amount of critical data that is very specific to the individual user, including the pests and diseases prevalent in that region. ‘The app features built-in GPS technology that automatically detects its location when it is launched for the first time, and it greets farmers in whatever their local language is’, he said.
That same geolocation technology also downloads the prior 60 days of weather data, so the app knows how much rain and how many heat units the crop has gotten in the prior two months. With that knowledge, the app can show a farmer exactly how his plant should look on a given day and how to resolve problems with the crop, according to Dr Hake.
‘The ability to be able to provide highly customised information and diagnostic support to a cotton grower with little or no literacy skills is a ground-breaking development’, Dr Hake said. ‘Given the enormous volume of detailed audio and visual information we can provide to a grower standing in the middle of his cotton field, anywhere in the world, we’re actually extending the concept of ‘seeing is believing’ to ‘seeing is understanding’.
The World Cafe concluded this morning with a 60-minute question-and-answer session. The ICAC’s 78th Plenary Meeting is being held 2-5 December in Brisbane, Australia, with the theme, ‘Global Leadership: Pushing Cotton’s Boundaries’.

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About the International Cotton Advisory Committee (ICAC)
Formed in 1939, the ICAC is an association of cotton producing, consuming and trading countries. It acts as a catalyst for change by helping member countries maintain a healthy world cotton economy; provides transparency to the world cotton market by serving as a clearinghouse for technical information on cotton production; and serves as a forum for discussing cotton issues of international significance. The ICAC does not have a role in setting market prices or in intervening in market mechanisms. For more information, please visit www.icac.org.
Dr Mansurbek Muminov is a senior scientist at the Scientific Research Institute of Fiber Crops in Uzbekistan. His efforts have focused on basic cotton ginning and spinning, and he has authored more than 10 comprehensive research papers in those areas.
Dr. Keshav R. Kranthi, Ph.D is the Chief Scientist at the International Cotton Advisory Committee (ICAC), Washington, DC. Before joining the ICAC, he served as the Director of the Central Institute for Cotton Research (CICR) in Nagpur, India, from 2008 to 2017. Dr. Kranthi has thirty-five years of experience as a cotton scientist. He received a gold medal in his Ph.D. in 1991 and has been honored with more than a dozen awards, including the Best CPP Program Award for Research Leadership by the Renewable Natural Resources Research International, UK; the ICAC Researcher of the Year Award in 2009; the Vasantrao Naik Smruti Pratisthan Award in 2004; the ICAR National Award for Leader of Best Team Research in 2006; Fellow of the National Academy of Agricultural Sciences in 2009; the ISCI Recognition Award in 2010; Krishi Gaurav Award in 2010; Bhumi Nirman Award in 2011; ISCI Fellow in 2017; the Plant Protection Recognition Award in 2016 by the National Academy of Agricultural Sciences; Suresh Kotak Global Cotton Award in 2023 and the CRDA life time achievement Award in 2024. Dr. Kranthi has four patents granted in South Africa, Mexico, China, and Uzbekistan, and six patent applications in India. He has published more than 100 peer-reviewed research papers, 20 books/handbooks/manuals, 17 book chapters, and more than 50 popular articles. Dr. Kranthi has presented invited talks and conducted training sessions in more than 40 countries. His research citations are in excess of 6,500. As the chief principal investigator, he coordinated and led more than 35 externally funded international collaboration research projects.
Dr. Charudatta Mayee, Ph.D is a distinguished Indian agricultural scientist and administrator with over five decades of contributions to Indian agriculture. Dr. Mayee currently serves as Adjunct Professor at IARI, New Delhi, and several ICAR institutions and universities. Dr Mayee served as Vice Chancellor of MAU Parbhani, Director of the Central Institute for Cotton Research (ICAR-CICR), Nagpur, and Agriculture Commissioner for the Government of India. Dr Mayee served as Vice President of the National Academy of Agricultural Sciences (NAAS) India. Dr. C.D. Mayee has received numerous accolades spanning five decades, recognizing his transformative contributions to agricultural science. He is an Alexander von Humboldt Fellow and has received lifetime achievement awards from multiple institutions. His early career was marked by the Prof. M.J. Narasimhan Academic Award (1974) and V.P. Gokhale Award (1998), followed by national honors like the Vasantrao Naik Krishi Award (2002), ICAR Outstanding Team Research Award (2003), and Dr. B. Vishwanath Award (2005). He received Lifetime Achievement Awards from the Indian Society for Cotton Improvement (2008), National Academy of Agricultural Sciences (2011), and Indian Phytopathological Society (2017), among others. Four universities conferred Honorary Doctorates (D.Sc.) for his pioneering work (2009–2023). Recent distinctions include the Best Cotton Scientist Award (2022, Cotton Association of India), Krishi Maharshi for Cotton R&D (2024) and the winner of the ICAC Researcher of the Year Award 2025.
Dr. Khalid Mahmood is the Co-Founder of SAWiE, where he has been instrumental in developing digital farm advisory and farm data platforms supporting over 10,000 farmers in Pakistan, improving traceability and transparency across agricultural supply chains. He is leading the development of first-mile traceability systems and the TRUE Cotton platform, connecting farmers with sustainable global textile supply chains.
Dr Olivier Zieschank studied Management at the university of Lausanne, where he graduated in 2005. Until 2010, he worked in a Swiss-based start-up that specialized in negotiating cell tower lease agreements, where he became associate director. In 2010, he returned to university and studied applied economics in Neuchatel, Switzerland. He wrote his PhD in Economics at the University of Freiberg, Germany, where he developed a theory of organization. Mr Zieschank was appointed Economist at the ITMF in August 2017 and became director in January 2021.
Ashwin Chandran holds a Bachelors Degree in Textile Technology from UMIST, UK and a Masters degree in Business Administration from the University of Illinois, USA.
Mr. Shreyans Gupta is an officer of the Indian Revenue Service (IRS), currently serving as First Secretary at the Embassy of India in Washington D.C. In his current role, he oversees critical portfolios within the Income-tax Overseas Unit (ITOU) and the Commerce Wing, facilitating bilateral and multilateral cooperation.
Eric Trachtenberg is the Executive Director of the International Cotton Advisory Committee (ICAC).
Pia Terasa joined the textile machinery manufacturer Saurer over 25 years ago. She is responsible for marketing and communications at the group level. Coming originally from a non-textile background, market intelligence and business development have played major roles throughout her career. Her current main “hobby” is closely monitoring development of the textile recycling industry and circular economy.
Dr. Md. Fakhre Alam Ibne Tabib is the former Executive Director of the Cotton Development Board of Bangladesh, with over 32 years of experience in cotton production, research, and development. He has demonstrated strong leadership and communication skills in engaging with national and international stakeholders in the cotton sector.
Dr. Elsie Sia Kanza is the current Ambassador Extraordinary and Plenipotentiary of the United Republic of Tanzania to the United States of America and Mexico. Prior to that role, Ambassador Kanza served as Special Advisor to the President of the World Economic Forum, and, before that, Head of Africa and Member of Executive Committee for 10 years championing growth and development in Africa leveraging public private collaboration. In 2015, She was awarded a Doctorate in Business Administration (honoris causa) by the University of Strathclyde for the transformative impact achieved in Africa.
Alison Ward has over 30 years of international experience in sustainability and corporate affairs. Alison is the CEO of CottonConnect, where she leads a team of over 100 employees, impacting the lives of over 800,000 cotton farmers in India, China, Pakistan, Turkey, Egypt and Bangladesh. Under Alison’s leadership the organization: drives supply chain transparency connecting sustainable fibres from farm to store; focuses on the rights and skills of women in supply chains through pioneering gender programmes; and continues to develop innovations at a farm level. She leads cotton strategies and programmes for global brands and retailers.


Name: Mary Concilia Anchang
Besim Özek
SIDDHARTHA RAJAGOPAL, Executive Director – TEXPROCIL