Better Cotton is the world’s largest cotton sustainability programme, whose mission is to help cotton communities survive and thrive, while protecting and restoring the environment. In 2020–2021, Better Cotton licensed 2.2 million farmers from 24 countries on five continents. Together, these farmers produced 20% of the world’s cotton. Better Cotton is sourced via a chain-of-custody model called mass balance. This means that Better Cotton is not physically traceable to end products. However, Better Cotton Farmers benefit from the demand for Better Cotton in equivalent volumes to those we ‘source’. See bettercotton.org/massbalance for details. Read more about Better Cotton here.