In many areas of Uganda, by contrast, agricultural production was placed in the hands of Africans, if they responded to the opportunity. Cotton was the crop of choice, largely because of pressure by the British Cotton Growing Association, textile manufacturers who urged the colonies to provide raw materials for British mills. This was done by cash cropping the land. Even the CMS joined the effort by launching the Uganda Company (managed by a former missionary) to promote cotton planting and to buy and transport the produce.