Palmetto Threaded Weaves Together Cotton, Consumers and Farmland Preservation

Started as a South Carolina Farm Bureau Young Farmers and Ranchers Committee effort to supply conference t-shirts made with South Carolina-grown cotton, South Carolina Farm Bureau's Palmetto Threaded transforms cotton grown by the state's farmers into American-made apparel that connects consumer purchases to farmland preservation.

Homegrown and Manufactured

A relatively simple idea for the South Carolina Farm Bureau YF&R Committee's capstone project - source conference t-shirts from homegrown cotton - turned into a large-scale, branded effort to give a much-needed boost to South Carolina's once-thriving cotton and textile manufacturing sectors.

With support from the South Carolina Farm Bureau leadership and board of directors, the South Carolina Farm Bureau YF&R Committee tapped into their special projects fund, accumulated over several years of fundraising, to launch Palmetto Threaded. One of their first steps was finding a local grower who could serve as both supplier and storyteller. The young South Carolina family they partnered with had recently taken over the family's sixth-generation cotton farm and was willing to share their story as part of the brand.

photo credit: South Carolina Farm Bureau, Used With Permission

When it became clear South Carolina's textile industry did not have the processing capacity for this project, the committee worked with a company specializing in managing supply chains for field-to-fabric products. The company ensures authenticity and traceability, using manufacturers located within a 100-mile radius of the state capital.

Once the cotton and manufacturers were secured, the committee had just 60 days until the launch of the Palmetto Threaded brand at their YF&R Conference in February 2025, along with their online retail and social media efforts.

Fast Pace, Deliberate Approach

Though the pace was fast, the approach was deliberate. Prioritizing fair and economically viable prices for farmers, Palmetto Threaded pays $1 per pound for cotton - a big jump from the 58 cents per pound growers were receiving in July 2024, when the South Carolina Farm Bureau YF&R Committee started exploring the idea.

In addition, 10% of t-shirt sale proceeds go to farmland preservation through the South Carolina Farm Bureau Land Trust.

"Every shirt sold is not just an article of clothing, it is an investment in the resilience of farmers, the preservation of farmland, and the reweaving of agriculture into the economic and cultural fabric of South Carolina," said Jason Davison, South Carolina Farm Bureau director of organization.

The first year, Palmetto Threaded sold 1,346 shirts, surpassing their 1,200-shirt goal, to more than 700 customers from as far away as Ohio and Florida. Each sale was reinvested into thoughtfully expanding the program's capacity and bringing more farmers into the brand's storytelling efforts.

From Direct Sales to Retail

Palmetto Threaded initially launched with direct sales but also achieved significant visibility through a combination of online promotions, state FFA Convention collaboration, Clemson University clubs, county Farm Bureau events, retail pilots and - most recently - placement in a retail store location.

YF&R leaders have a goal of 10,000 shirts between the launch of Palmetto Threaded and the end of 2026. They are also considering additional apparel items such as long-sleeve shirts, sweatshirts, fleece and socks produced from this year's cotton crop.

photo credit: South Carolina Farm Bureau, Used With Permission

Blending YF&R Energy with Business Expertise

Acknowledging that the state YF&R Committee members who spearheaded this initiative would eventually come to the end of their terms, a Palmetto Threaded Advisory Committee composed of YF&R leaders, cotton farmers, processors and business mentors was created. The committee provides guidance and broad decision-making expertise and ensures volunteers remain at the heart of the initiative.

New Horizon Award

South Carolina Farm Bureau's Palmetto Threaded initiative earned the organization a 2026 New Horizon Award from the American Farm Bureau Federation. The award, which honors state Farm Bureaus with the most innovative new programs, is presented annually at the AFBF Convention.