Better Cotton Initiative (took place in 2011)
A strong business case must always lay at the base of any successful market strategy. The Better Cotton Initiative (BCI) is a multi-stakeholder initiative that aims to make global cotton production better for the people who produce it, better for the environment it grows in, and better for the sector’s future. Setting a standard for better cotton production requires tracing cotton back to its origins in order for improvements in the value chain to be implemented and managed more easily. We supported IDH – who were involved in the development of BCI through the Better Cotton Fast Track Program – to identify different credible and cost-efficient strategies to link better cotton production at farm level to the claim of better cotton in end markets. This allowed BCI to better cater to the wish of retailers and brands that want to show they are on a journey towards the use of 100% Better Cotton, and are turning sustainability progress into business value.