Shawn Holladay would just as soon not experience another cotton growing season like the summer of 2011 — record heat, record drought, high winds and enough frustration to last a lifetime.

But even with the worst growing conditions he’s ever faced, Holladay, who farms near Lamesa, Texas, says his commitment to stay with his production plan and to keep his land worked and ready to make a crop at all times never wavered.

“It’s a business decision,” he says. “It’s best for the long-term health of the farm to keep every acre ready to plant. It’s hard to do in a year like 2011; it’s difficult to spend money just to maintain the land — but it’s good for the business.”

Maximizing profit potential requires keeping the soil in shape, even in bad years, he says. Maintenance includes such prescribed conservation practices as reduced tillage, maintaining terraces, preserving organic matter and using water as efficiently as possible.

Holladay’s adherence to proven conservation and production systems, even under extreme conditions, was among the factors that resulted in his selection as the Farm Press/Cotton Foundation High Cotton Award winner for the Southwest region.

“Farming tests your will at times,” he says — and he’d have needed something tougher than an iron will not to have been tested last year, when total annual rainfall equaled just three-fourths of an inch.

“That’s all the rain we had for the entire season. About half our acreage finished the year without any measurable rainfall.”

The last good rain he had was Aug. 16, 2010. “Then, we had a shower in October, 2010. I’ve never seen anything like it. From May through July, we also had wind for four and five days in a row, blowing 45 miles per hour.”

That combination of heat, wind and drought sapped moisture from the soil as fast as an irrigation system could apply it. Evapotranspiration loss was as high as 6/10 inch per day.