Better Cotton will soon be launching a new product label to enable its network of retailers and brands to showcase their commitment to sustainable cotton production.
- The announcement was made by the Chief Executive of Better Cotton, Alan McClay, in a blog post on Wednesday.
- Better Cotton has been embroiled in a number of controversies in recent times, and has been said to be revamping the entire process which had come under a cloud.
The backdrop: McClay wrote: "In just 15 years, we have aligned more than a fifth of global cotton production with our standards by balancing rigorous assurance with an adaptable framework that works for farmers in various contexts."
- Better Cotton justified the upcoming changes by harping on "continuous improvement" as a cornerstone of its strategic plans.
- McClay contended: "That’s why our approach has always been about balancing robust assurance with fair costs for farmers and members.
- "As part of this commitment, we have started the journey to become a certification scheme, ensuring that we meet new and emerging legislative requirements while maintaining a robust and credible standard."
- He, however, did not say which new label would be rolled out, but said that more information would come from the new Head of Certification, Tom Owen.
- Meanwhile (in the coming weeks and months), Better Cotton would be conducting public consultations on some of the changes to the assurance approaches and provide updates to its Chain of Custody and Claims Framework.
- McClay emphasised on the need for third-party certification bodies as essential to bolstering the credibility of "our work and amplifying the good work of cotton farmers globally. Our transition to certification, combined with evolving traceability capabilities, will not only strengthen the value chain, but also increase demand for more sustainable cotton."
