Better Cotton Conference 2024: Interview With Alexander Ellebrecht From Source Intelligence

As consumers and legislators increasingly demand transparency in cotton supply chains, two recurring themes in the sector are data and traceability. This is why, at the 2024 Better Cotton Conference, we made ‘Data and Traceability’ one of our four key themes, convening over 20 expert speakers to explore these crucial topics across an afternoon 

Alexander Ellebrecht from Source Intelligence a global organisation that delivers software and services to streamline product compliance and ESG management complexities, was a key voice on our Traceability Insights panel. Source Intelligence plays a pivotal role in Better Cotton Traceability by powering the Better Cotton Platform, which electronically documents volumes of Better Cotton as they pass through the supply chain.  

Advocating for the need to ensure that farmers are rewarded for moving to sustainable practices, he explained the crucial role of traceability:  

He also highlighted the wide range of voices and points of view – and in particular those of smallholder farmers – that were given a platform at the conference. “Better Cotton organises travel for lots of smallholders, giving them a voice – I think that’s really cool,” he said. “There are so many topics to address, heavily impacted by climate change, so it’s important that they get a voice so that we know why we’re here and why we need to change behaviours.” 

Finally, he stressed the importance of collaboration for Source Intelligence in order to drive innovation, discussing how the conference allows the organisation to hear what its stakeholders are saying and how they can improve their solutions.  

To hear all of Alexander’s insights and learning from the Better Cotton Conference, check out his video below.   

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