Sustainable Fibre Sourcing Faces Systemic Challenges, Particularly in Developing World

That brings me to the Soorty Regenagri Initiative. It's been some six months since the initiative was announced. How has the project taken off? What are the target numbers that you are looking at? A regenerative project by its very nature takes some time to deliver. But you would have a broader picture in mind. Could you please elaborate.
The Soorty Regenagri Initiative has made commendable progress, engaging 1,049 small-scale farmers across 5,000 acres in Bahawalpur, South Punjab. These farmers have begun implementing regenerative agricultural practices such as minimal soil disturbance, crop diversity, soil cover, and livestock integration. Adoption rates have been promising: 43% of farmers are incorporating crop residues, 64% have adopted laser land levelling, and 36% have started tree planting already.

Our immediate vision is to produce 1,225 metric tonnes of high-quality Regenagri-certified cotton lint by year-end, with certification overseen by Control Union. A key feature of the initiative is its focus on traceability, where each bale is tagged with a QR code to track its journey from farm to factory, ensuring transparency across the supply chain.

We recognise that regenerative agriculture takes time to show its full potential—improved soil health, enhanced biodiversity, and increased crop resilience are long-term outcomes. However, our immediate goals focus on building a robust foundation: training farmers, gathering baseline soil data, and fostering early wins in yield improvements through efficient nutrient management and integrated pest management.

Despite these strides, sustainable fibre sourcing faces systemic challenges, particularly in resource-constrained environments like the developing world. Scaling up regenerative practices requires sustained investment, policy support, and broader stakeholder collaboration. Yet, the ecosystem for sustainable agriculture is still in its infancy in Pakistan. We hope that our efforts prove pivotal to transforming the cotton value chain into a more sustainable and resilient system, aligning with our overarching commitment to Net Zero goals.

And yes, how scary does the climate crisis look to you (in light of all the above questions/projects etc). It's not just about reducing emissions, etc, but also about taking climate risks into account while making both short-term and long-term plans. Comments, please.
The climate crisis is, without question, the defining challenge of our time. It’s not just a distant threat; it’s here, now, reshaping the way we live and work, especially in vulnerable regions like ours. Whether the recent flash floods in Spain or the recurrent floods in Pakistan – the human toll has to be averted. When we talk about sustainability—whether it’s about fibre composition, regenerative agriculture, or renewable energy—we’re really talking about survival, resilience, and the moral imperative to act decisively.

A Dual Challenge: Mitigation and Adaptation: Reducing emissions is crucial; every fraction of a degree we prevent in global temperature rise makes a tangible difference. Equally vital, however, is our capacity to adapt to the irreversible changes already underway. Floods, heatwaves, water scarcity, and erratic weather patterns are no longer hypothetical—they are present realities, impacting communities and industries worldwide, including ours. Our ongoing efforts to ensure that global emissions control frameworks acknowledge and reflect the unique challenges of the developing world stem from a deep commitment to the overall success of climate action.

Climate Risks in Business Decisions: For a business like ours, climate risk must be factored into every decision. It's not just about meeting targets like those under the Science-Based Targets initiative; it’s about future-proofing our supply chains, our workforce, and the communities we touch. Take cotton, for example—a crop deeply sensitive to climate variability. By investing in regenerative and organic practices, we’re not only reducing emissions but also building resilience against soil degradation and water scarcity, ensuring a stable supply for the long term.

The Economic Argument: The price issue often comes up when discussing sustainable fibres. Yes, regenerative, recycled, and organic cotton are more expensive. But what’s the cost of inaction? The economic fallout of climate-driven disruptions—failed crops, damaged infrastructure, displaced communities—far outweighs the upfront costs of sustainability. Forward-thinking brands and suppliers must recognise that paying a premium for sustainable practices today is an investment in their own survival tomorrow.

A Call to Collective Responsibility: The climate crisis requires collective action. Governments, businesses, and individuals all have a role to play. For businesses like ours, the challenge is not just to comply with evolving regulations but to lead by example. To inspire trust in our partners, to innovate relentlessly, and to ensure that sustainability is woven into the very fabric of what we do.

Hope in Action: Despite the gravity of the situation, there’s hope. Every regenerative field, every tonne of recycled fibre, every solar panel installed is a step toward a more sustainable future. The path is not easy, but with determination and collaboration, we can create a world where both people and the planet thrive. Let’s not lose sight of the bigger picture: we are stewards of this planet, and we owe it to future generations to act decisively and responsibly.