Otto, the German retailer has launched a campaign for cotton sustainability. The campaign focuses on sustainable cotton production in Africa, emphasizing Otto’s 10-year working relationship with Cotton Made in Africa. By 2020, Otto aims to use Cotton made in Africa for all of its products. By focusing attention on small shareholders in Africa, Otto is demonstrating its commitment to sustainable cotton and raising consumer awareness about the issue. Cotton is responsible for 2.6 per cent of the global water footprint for consumer goods. The cotton industry is responsible for the use of 10 per cent of agricultural chemicals used worldwide. Demand for sustainable and fair trade cotton has increased as environmental and human rights issues throughout the supply chain have become more visible. The first step to ensure a sustainable and ethically responsible supply chain is to trace materials to the source. This requires effective supply chain engagement, centralized data, and aggregated reporting.

Cotton Made in Africa aims to improve the living conditions of cotton farmers in Sub-Saharan Africa. Approximately three million smallholder farmers grow cotton, and more than 20 million people attribute at least part of their livelihoods to cotton production. Cotton farmers receive training on efficient and sustainable farming techniques. Smallholder farmers also gain basic business knowledge and pre-financing of required equipment and materials.

An international alliance of textile companies, including 20 retailers and more than 60 spinning mills, purchases cotton specifically from Cotton Made in Africa. Other worldwide organizations are also leaders in pushing for sustainable cotton in supply chains. The Better Cotton Initiative published its first set of global standards for achieving Better Cotton in the supply chain. Levi Strauss is a current Better Cotton Initiative partner and an initial member.