What is in this article?:
- Supima seen as "iconic" brand among top clothing retailers.
- Growers benefit from marketing alliances with fashion industry.
- New Supima chairman comes out of New Mexico.
Keith Deputy, left, a cotton grower from Anthony, N.M., is the new chairman of Supima. He succeeds Don Cameron, center, a cotton grower from Helm, Calif. Also pictured is Supima President Jesse Curlee.
Brooks Brothers outfits presidents
Brooks Brothers dates back to 1818 with a history of providing high-end clothing fashions in the United States and elsewhere. Dixon said the company has not only outfitted major celebrities over the years, such as Clark Gable and the cast of the movie “The Great Gatsby,” but has outfitted U.S. presidents including Abraham Lincoln, Franklin D. Roosevelt, John F. Kennedy and Barack Obama.
Supima President Jesse Curlee told growers and members that the organization continues to work to make Supima a household brand. “It’s not there yet,” he said, but through cooperative efforts and partnerships with retailers such as Brooks Brothers and other high-end retailers, the organization is confident it will meet that goal.
“We know that the name and brand of Supima has increased tremendously over the past three or four years,” Curlee said. “Our philosophy is to keep the premium level for Supima by keeping our name and trademark at the high-end retail level.”
Curlee praised the relationship Supima has with Brooks Brothers, saying that the cotton marketing organization could not do alone what it has been able to leverage through such relationships.
“Our budget is very limited for a marketing and promotion group,” Curlee said. “We have roughly $3 million to spend here, and it is impossible to do an effective marketing program with that kind of money.”
Curlee said the organization continues to look for new ways to generate income, saying that there are better ways than a dues increase to improve revenue. Dues have remained stable throughout the history of the organization at $3 a bale.
According to Curlee, between one-third and one-half of Supima’s income comes through licensing its trademark. The number of licensees for the Supima brand has increased to 355 in 35 countries, according to Marc Lewkowitz, executive vice president for Supima.