An accurate knowledge of the chemical, mineralogical and physical characteristics of ores and mineral products that are mined, processed and traded is crucial to effective resource utilisation, plant design, process optimisation and finally quality control to ensure that contract specifications are met. However, all too often the responsibility for sampling is entrusted to managers and personnel who do not fully appreciate the significance and importance of collecting representative samples for analysis, and everyone seems satisfied as long as some material is collected and returned to the laboratory for analysis. Furthermore, sample stations incorporated into the design of new plants are often the first casualties when cost cutting exercises commence. This needs to change, because there is little point in accurately analysing samples if they are not representative in the first place. The resultant analyses can be next to meaningless and the effort taken to analyse such samples is to a large extent a waste of time and resources.Ultimately, a poor knowledge of the characteristics of ores and mineral products limits the ability of mining companies to optimise the life of ore resources and plant performance, and failure to meet final product specifications can have disastrous consequences, including price penalties and more seriously loss of sales contracts. It is high time that sampling is given the attention it deserves as the first critical step in the quality measurement chain.CITATION:Holmes, R J, 2013. The importance of sampling in the mineral industry, in Proceedings MetPlant 2013 , pp 34-49 (The Australasian Institute of Mining and Metallurgy: Melbourne).