Each year, the Sydney Royal Easter Show brings city and country together—and for the cotton industry, it’s a chance to have real conversations with people who rarely get to see where their clothes come from.

This year, Cotton Australia returned to the Woolworths Ag Discovery Pavilion, positioned beside the working dairy and near the Wool and Sheep Pavilion—right in the heart of the Show’s agricultural zone. It’s a prime location for sharing the story of Australian cotton with the thousands of visitors flowing through each day.

Coordinated by Cotton Australia’s Education Manager, Jenny Hughes, the stand offered a hands-on experience for city dwellers—many seeing and touching raw cotton for the first time. With virtual reality headsets transporting showgoers to the paddock, and informative displays breaking down how cotton is grown, the stand helped people connect with the fibre in a tangible way.

“It’s about more than just explaining how cotton grows,” Jenny said. “It’s about building understanding—helping people see the people behind the fibre, and the care that goes into growing it.”

Joining Jenny on the stand were Cotton Australia staff, volunteers, ag students, and of course, cotton growers—including Joe Briggs, fresh off his recent social media exploits taking the story of Australian cotton to the streets of Sydney.

“The people we meet at the Show are genuinely positive about our industry and really keen to learn more,” Joe said. “You come away with a real sense that they respect the work we do and are interested in how it all comes together.”

Cotton Australia’s CEO Adam Kay also visited the stand during the Show to support the team and chat with visitors.

“Events like this help bridge the gap between city and country,” Adam said. “We’re not just telling people about cotton—we’re inviting them into our story.”