The growth of the environmental movement in the 1960s and 70s meant that pesticide use was showing up more and more on the public radar. UCCE was looking more closely at pest control practices, too, and developing new integrated pest management (IPM) systems. IPM is a more environmentally sensitive approach to pest management that looks at whole systems and focuses on commonsense practices. One of UCCE’s early IPM success stories was in cotton. UCCE specialists and advisors partnered with Agriculture Experiment Station faculty at UC campuses to develop a cotton IPM program that emphasized cultural and biological control methods. Today most of California cotton industry uses an IPM program and is far less reliant on chemical pesticide use.