What is the expected time frame to replicate this procedure across cotton farms globally? Long haul yes, but what has been the response?
The response to Good Earth Cotton has been highly positive as brands, suppliers and cotton farmers globally, have started looking towards ways to reduce their impact in the supply chain.
The timeframe for farmers to adopt Good Earth Cotton will vary from each individual grower. We pride ourselves not only on best practice and the only way to understand if you are improving is to have date and a baseline of data to benchmark.
Recorded soil testing is critical and understanding the inputs enables improvement. Our goal is to form meaningful partnerships with like-minded farmers globally, working towards climate positive solutions for the future of our industry.
Say a cotton farm in India, or any other corner of the globe wants to adopt this method. What would the steps be on how to go about it and what will be the cost?
Good Earth Cotton works with the growers or their local agronomy teams seeking to implement climate-friendly solutions, with recommendations to identify improvement, suggest the best techniques and practices that will work for their cotton production and livelihood.
Good Earth Cotton is the raw material. The value chain is huge before the product made out of this cotton finds its way to the shelf. What are the steps to ensure that the finished ready-to-buy product is as environmentally sound?
Good Earth Cotton is a physically traced fibre and powered by the traceability technology FibreTrace.
We seek to also partner with like-minded companies who want to make honest change and commitment. Impetus have continued to show a commitment to sustainability throughout the entire business operation and are now taking the next step forward in their sustainability journey by adopting traceable and carbon positive fibres. Good Earth Cotton has made this an easily adoptable sustainability solution.
What have been your learnings on cotton? You have been at it since your teens!
As a fashion student some 30 years ago, my first learning was that there was a huge disparity between the fibre producer (grower) and the fashion brand.
Cotton is a nuanced industry with many complexities, from the way it is traded to the quality required to produce certain yarns or fabrics.
It is a very scientific crop and to reduce your impact and maintain required qualities requires measurement and dedication. To grow a fibre that enhances nature and lends a hand to the environment my children and their offspring will pass on, is the best learning I have taken from this journey.
Tell us about your partnership with FibreTrace. I read somewhere on your website that it has a consumer interface too. How does that work?
All Good Earth Cotton is verified and authenticated by the FibreTrace traceability technology. FibreTrace combines physical and digital traceability with the power of authentication to empower the global textile industry and reduce its impact on the environment.
Our patented process where bioluminescent pigments are blended into our cotton fibres at the ginning facility at minute levels allows the pigment to be instantly readable. Using hand-held, bluetooth-connected readers, FibreTrace allows users to verify, locate and understand the whereabouts of the fibre, yarn, fabric or garment in real-time as it moves throughout the supply chain.
We connect this story to the end consumer by harnessing FibreTrace’s B2C platform which allows the consumers to scan a secured QR code on their garment to experience the entire journey of their cotton product—from farm to shelf.