Why “Better” Cotton?

All of us want a future in which we can grow enough cotton for our needs in the most sustainable manner possible. While many farmers are already producing cotton in responsible ways, soil erosion, water depletion, oppressive or unsafe working conditions, and decreasing biodiversity continue to be challenges in many cotton growing regions of the world. These pose serious threats to the sustainability of the industry as a whole. The longer we wait, the greater the damage. So we’re starting where we can: with responsible, ambitious – but still realistic – production criteria, and a dedication to improving from there. “Better” means a process, an on-going commitment to continuous improvement.