Cultural and genetic approaches to moderating adverse temperatures that limit water-use efficiencies in crop production are examined. It is suggested that cultural and genetic modifications that shorten the growing season or allow the growing season to be shifted to a cooler or lower potential-evapotranspiration part of the year offer the most practical approach for improving water-use efficiency. A short-season cotton-production system is described as an example of the cultural and genetic advances that have been capitalized on for one major field crop.