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Better Cotton Pakistan Boosts Farm-Level Support Through New Multistakeholder Agreement 

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Photo credit: CCRI. Location: Multan, Pakistan, 2024. Description: Staff from Better Cotton, Mahmood Group and CCRI come together to sign Memorandum of Understanding.

Better Cotton Pakistan has signed a Memorandum of Understanding (MoU) with textile manufacturing giant Mahmood Group and government research body, the Central Cotton Research Institute (CCRI), to collectively promote the production and uptake of Better Cotton across the country.  

Over the next three years, the Mahmood Group will fund Better Cotton’s training of CCRI as it helps the institute become an official Better Cotton Programme Partner1, enhancing its ability to support sustainable cotton production on a larger scale. 

Through this collaboration, it will support almost 8,000 cotton farmers across the Multan district of Pakistan, boosting resources and support available in the country after it faced major setbacks. In the 2022/23 cotton season, devastating floods wiped out more than 40% of the country’s cotton crop. 

Photo credit: CCRI. Location: Multan, Pakistan, 2024. Description: Muhammad Qadeer ul Hussnain, Senior Country Manager at Better Cotton Pakistan (right), signs MoU with Mahmood Group

Pakistan’s cotton farming communities have shown remarkable resilience to bounce back from the floods of 2022. We are committed to a nationwide rebuild to ensure that Pakistan once again stands proud as one of the world’s leading cotton producers, and this partnership with Mahmood Group and the CCRI will be instrumental to achieving that.

Muhammad Qadeer ul Hussnain, Senior Country Manager at Better Cotton Pakistan

Additionally, the partnership with the Mahmood Group and CCRI will help promote the production and uptake of more sustainable cotton through joint advocacy and communications efforts, specifically planned engagement with cotton farming communities and government bodies. 

I am thrilled to share the partnership with Better Cotton in this sustainability journey. Mahmood Group is a leading textile manufacturer, shares commitment to sustainability and excellence. With decades of experience and expertise, our company has served as a trusted partner in the cotton industry.

Muhammad Jawad Mushtaq, Vice President at the Mahmood Group

Pakistan’s cotton sector is facing multiple challenges that include the climate change, poor market systems as well as low productivity with high input costs. The programme, through this MoU, puts great value in the cotton sector and we are determined to play a vibrant role for the improvement of cotton.

Dr Yousaf Zafar Vice President, Pakistan Central Cotton Committee

1. Programme Partners work with farming communities to ensure they are producing cotton that meets the Better Cotton Standard. 

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