Better Cotton is rewriting the story of one of the world’s most important crops. Established just over a decade ago, this non-profit organisation has grown into the world’s largest cotton sustainability initiative, operating in 23 countries and supporting nearly 3 million farmers. Their vision is clear: a world where cotton farming is not only productive but also fair, safe, and regenerative for people and the planet.
Images courtesy: Better Cotton website
The journey began with a simple question—how can cotton, a crop that supports millions of livelihoods, be grown in a way that also nurtures the environment and uplifts communities? Better Cotton’s answer has been to create a global standard for sustainable cotton, providing farmers with the knowledge, tools, and support to adopt better practices. Today, more than 2.13 million farmers produce 22% of the world’s cotton under the Better Cotton Standard, demonstrating the power of collective action.
Better Cotton’s impact is broad and deep. In India, for instance, the programme has empowered thousands of farmers since 2011, helping them increase yields, reduce chemical use, and improve their incomes. But the organisation’s work goes beyond the farm. Better Cotton brings together a diverse network of over 2,700 members, including producer organisations, suppliers, manufacturers, retailers, brands, and civil society groups. This collaborative approach ensures that sustainability is woven through every link of the cotton supply chain, from field to finished product.
A bit more about the team
Better Cotton, on LinkedIn
Saleena Pookunju, Sr Program Manager
Rashi Nagpal, People & Culture Officer
Richard Ponsford, MEL Manager
The organisation is not content with the status quo. In 2025, Better Cotton announced its commitment to becoming a regenerative standard, further raising the bar for environmental and social responsibility. Their 2030 targets are ambitious: halving greenhouse gas emissions from cotton production, slashing synthetic pesticide use, boosting soil health, improving farm incomes, and supporting women’s empowerment.
Transparency and traceability are central to Better Cotton’s mission. They invest in systems that verify where cotton comes from and how it’s grown, giving brands and consumers confidence that their choices make a real difference. Every rupee invested in Better Cotton goes straight to the farms and communities that need it most, maximising impact on the ground.
The organisation’s leadership reflects its global ambition. With Nick Weatherill, former Executive Director of the International Cocoa Initiative, as CEO, Better Cotton continues to push boundaries and inspire change across the industry. For those who care about sustainability, equity, and the future of farming, Better Cotton offers a chance to be part of something bigger—a movement that’s transforming cotton for good.
