This is Part 2 of our two-part Jeansland special, Water: Above and Below.

In this episode, we continue the conversation with Rick Kellison and Brent Crossland, shifting from understanding the water problem to confronting what it will take to address it. The focus turns to the future of the TAWC (Texas Alliance for Water Conservation) project, why its work matters, and why keeping it funded is critical for farmers, brands, and the broader industry.

We talk about how farmers balance environmental responsibility with economic reality, why profitability is essential to sustainability, and why real progress happens when farmers teach farmers in the field, not on slides. The discussion also widens to water use beyond agriculture, including AI data centers, oil and gas, and the growing competition for finite water resources.

This episode is a direct call to action. For brands, retailers, and anyone serious about water, food, and fiber, the question becomes simple and uncomfortable. Will you help support the research, education, and knowledge sharing that agriculture will depend on in the decades ahead?

If you haven’t listened to Part 1 yet, it’s worth beginning here. This episode then carries the conversation forward into the harder questions and what’s truly at stake.

Thank you to our sponsor Inside Denim.

Brent Crossland Linked-In
Rick Kellison Linked-In

Texas Alliance for Water Conservation TAWC

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