The new label, launched on this year’s World Cotton Day, will enable retailers and brands to claim with confidence that their products contain physical BCI Cotton, certified by a third-party body, that has been traced from its country of origin. The label is expected to gradually arrive in stores in the coming months. 

Nick Weatherill, CEO at the Better Cotton Initiative, said: “In a time of increasing scrutiny around sustainability claims, global trade pressures, and shifting Environmental, Social, and Governance (ESG) priorities, transparency and accountability are more critical than ever. 

“As we celebrate World Cotton Day, our new label reaffirms our commitment to both, as part of our mission to drive measurable impact and continuous improvement in sustainability across the cotton sector.” 

Alongside the launch of the new label, the organisation has announced that as part of a refreshed brand identity, it will call itself the Better Cotton Initiative (BCI), a move that provides more clarity to both its institutional identify and the cotton it sources, now to be called BCI Cotton. The new label and brand come as the Better Cotton Initiative publishes its 2024/2025 Annual Report, highlighting the impact of its programmes over more than 15 years in driving environmental, social, and economic improvements in cotton farming. This impact includes: 

+++ Improving incomes for more than 650,000 licensed farmers;

+++ Reducing synthetic nitrogen use per kilogram of cotton produced across 2.15 million hectares of land, supporting 700,000 farmers;

+++ Championing women in cotton by training more than 575,000 female farmers or workers as part of capacity strengthening activities;

+++ Reducing the volume of synthetic pesticide applied per hectare for more than 788,000 licensed farmers. 81% of our licensed farmers do not use Highly Hazardous Pesticide (HHP).

Nick Weatherill added: “These results represent real change in cotton farming communities around the world. Both our new label and annual report are more than updates, they are evidence of our steadfast determination to catalyse and scale sustainable practices in cotton production. We are proud of our progress but also recognise there is much more to do. Time is of the essence, and with our multistakeholder membership and network of field-level partners, I’m confident we will rise to the challenge.”