In this episode of Conservation Stories, host Tillery Timmons-Sims talks with Daren Abney, Executive Director of the U.S. Cotton Trust Protocol, about the evolving world of cotton production, sustainability certification, and the challenges facing today’s growers. Drawing on 17 years of industry experience, Daren breaks down how cotton moves from West Texas fields through a global supply chain, often passing through 12–15 hands before reaching consumers.

The conversation explores how the Trust Protocol is helping brands trace cotton back to specific farms, using technology and data—not burdensome paperwork—to meet rising demands for transparency. Daren explains the differences between certifications, the growing fatigue around traditional third-party audits, and why precision assurance—like satellite imagery and digital data—may be the future of verifying sustainable practices.

Together, Tillery and Daren dive into the economics of cotton, the importance of communicating agriculture’s story, and why natural fibers like cotton matter more than ever in a world flooded with synthetics. This episode offers a behind-the-scenes look at how U.S. cotton is staying competitive, sustainable, and authentic in a fast-changing global market.

More About Our Guest:

Daren Abney, Executive Director, U.S. Cotton Trust Protocol

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For more information about SARA, please visit sara-conservation.com

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Conservation Stories is presented by The Sandhills Area Research Association (SARA). Subscribe now to hear all the interviews.

Upcoming Episodes Include:
• Kelli Inge General Manager, Wall Co-op Gin. Wall TX.

• Layton Schur, Frontier Market Update

• FarmHope Project

In this wide-ranging episode of Conservation Stories, host Tillary Timmons-Sims welcomes Evan Stone, founder of Clear Rock Farm and Ranch, for an insightful conversation on agriculture, real estate, land use, and the evolving landscape of rural America.

Evan shares his journey from working in ag sales and farming cotton and raising show sheep to discovering his passion for real estate—especially helping retiring farmers navigate complex transitions. His work is rooted in empathy, data, and a deep understanding of the challenges and opportunities unique to West Texas.

The discussion expands to include Evan’s experience with short-term rental properties, diversification in ag businesses, and the creative solutions required to preserve land value and quality of life. They also dive into emerging agricultural technologies, like NASA Acres satellite data and moisture mapping, and how making data actionable could revolutionize farming decisions.

Evan and Tillary tackle tough truths about farming economics, land investment, water conservation, and the risk of farmers becoming commodities in a system driven by efficiency. Together, they advocate for bold, honest conversations—and smarter systems—that support both profitability and sustainability in agriculture.

Whether you’re a producer, investor, or community member curious about land, livelihoods, or the future of farming, this episode offers clarity, strategy, and inspiration.

More About Our Guest:

Evan Stone, Founder of Clear Rock Farm and Ranch

For more information about SARA, please visit sara-conservation.com

Support the Conservation Stories Podcast

Follow SARA for more updates • Instagram • Facebook • LinkedIn • X/Twitter

Conservation Stories is presented by The Sandhills Area Research Association (SARA). Subscribe now to hear all the interviews.

Upcoming Episodes Include:

• Kelli Inge General Manager, Wall Co-op Gin. Wall TX.
• Layton Schur - Frontier Market
• Farm Hope Program

In this insightful episode of Conservation Stories, host Tillery Timmons-Sims chats with Liz Hershfield, sustainability veteran and founder of Greenish, about bridging the gap between global fashion brands and U.S. cotton farmers. Drawing from over 30 years in the fashion industry—including her work at Bonobos, Walmart, J.Crew, and Madewell—Liz shares how she transitioned from traditional supply chain roles into sustainability leadership, championing regenerative agriculture and water conservation through real, farm-level relationships.

The conversation explores the challenges and contradictions within current sustainability frameworks, including the growing fatigue around certification systems, the disconnection between producers and consumers, and the financial pressures on both brands and farmers. Liz advocates for pragmatic, regionally sensitive solutions and introduces bold ideas—like leveraging NASA satellite data—to streamline verification processes and reduce burdens on growers.

With humor and honesty, Liz and Tillery reflect on the realities of branding, regulation, consumer education, and what it really takes to make sustainability profitable and practical for all stakeholders. This episode offers a fresh, grounded perspective on collaboration, innovation, and the future of fiber.

More About Our Guest:

Liz Hershfield, Founder & CEO, Green-ish

Website

Podcast Episode with Alyssa Whitcraft of NASA

Email Liz

LinkedIn

For more information about SARA, please visit sara-conservation.com

Support the Conservation Stories Podcast

Follow SARA for more updates • Instagram • Facebook • LinkedIn • X/Twitter

Conservation Stories is presented by The Sandhills Area Research Association (SARA). Subscribe now to hear all the interviews.

Upcoming Episodes Include:
• Daren Abney, Executive Director, U.S. Cotton Trust Protocol
• Eric Stone - Clear Rock Realty
• Kelli Inge General Manager, Wall Co-op Gin. Wall TX.