When your newly ordered fabric is delivered it will have the face rolled on the inside. This makes sense when you think about it. The roll will be transported and any damage caused during transit will be made first to the outside and that, when unrolled, will be the reverse/back of the fabric. So if there is minor damage the fabric can still be used.
However, if you fabric arrives and damage is apparent then:
1. Don’t cut it; and
2. Either reject it or get the courier to note the damage.