Tim has found cotton growers to be committed to improving on-farm efficiencies and methods.

"What is a better use of water?" asks the Coleambally grower, who is challenging misconceptions on water use in the Australian cotton industry.

There is a misconception cotton is a thirsty crop. For Tim Wiseman, this presents an opportunity to educate the community on the facts about growing cotton.

The Coleambally cotton grower, who first planted cotton in 2011, is determined to shift perceptions by urging people to question how water could be better used. He argues food and fibre security is a worthy way to use water, based on the return. Tim has found cotton growers to be committed to improving on-farm efficiencies and methods.

"Producing cotton contributes to the economy highly in terms of dollars per megalitre of water," said Tim. "Cotton uses less than half the water of comparable crops."

Tim, who also produces corn believes the cotton industry, including Southern Cotton, has been proactive in sharing meaningful information about water use to dispel the myths. It has led to the creation of a culture among growers, where innovation is encouraged.

"I have found cotton growers to be committed to improving on-farm efficiencies and methods," he said. "By improving yields, we're improving the dollars per hectare."

While Australia is a minnow on the world stage in terms of the cotton it produces, our cotton is a high-quality product, which is sought-after on the export market. It is a situation where demand exceeds supply - a positive scenario for growers in southern NSW.

"The market is big enough for everybody," he said.

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