PTF is the voice for businesses that rely on and support the Colorado River. Our 1,100 members are Fortune 500 companies and main-street retailers who support common sense solutions to water challenges facing the southwest. We understand that common sense policies will keep enough water in the Colorado River Basin to support and sustain the environment, business, recreation and the overall quality of life in the region. Protect the Flows works to urge decision makers to prioritize immediate action and conservation in decisions about the future of the Colorado River that will benefit our economy, our environment and our quality of life in the Colorado River basin.Specifically we promote common sense policies for these 3 preferred solutions: improved urban conservation, improved agriculture efficiency, and water banks.