Bruce Atherley has been chosen the new executive director of Cotton Council International (CCI), the export promotions arm of the National Cotton Council of America. It was founded in 1956 and promotes US cotton through its global brand, Cotton USA. Based in Washington, and with a reach extending to more than 50 countries through 17 offices worldwide, CCI uses trade services and consumer promotion activities to increase exports of US cotton fiber, manufactured cotton goods, cotton seed and their products to Asia, Europe, Africa, and Central and South America.
Before joining CCI, Atherley served as VP, global marketing, Kao, a Tokyo-based global manufacturer of personal care and household products. He was president and general manager of Wrigley Canada. He has also been vice president of retail marketing, HJ Heinz. He holds accounting and management degrees.
New to the cotton industry, he brings an outstanding record of success in global marketing and management. His marketing career has established a track record of introducing brands and products into global markets in Asia, Latin America and Europe.
In India, CCI implements a Generic Cotton Education program, which strives to increase the demand among end consumers for products made from 100 per cent cotton, by addressing misperceptions about cotton and demonstrating its full potential through real world applications.
www.cottonusa.org/
