In 2019, Supima hit milestones surpassing 500 global licensees and over 200 brands using the Supima trademark as a consumer-facing ingredient brand. Supima enters 2020 poised for further advancements in both market penetration and initiatives in verification and authentication. Supima has fostered deeper connections with its partner brands and manufacturers through education and promotional activities. Since 2016, Supima has had a 44 per cent increase in licensees.

Sustainability continues to be a major factor in fibers, fabrics and finished products and Supima is working to address the issue. The cotton origin verification platform with Oritain has been one of Supima’s main accomplishments.

Competing standards and organizations are not the best way to proceed. This does not work. Without knowing the origin and without knowing the environment that the cotton is produced in it is impractical to make any claims about the product. Hence, there is no easy solution and those brands/retailers that want to get their message right are going to have to work together with the supply chain and their constituent partners to be authentic about the product that they are putting on their shelves. With the impacts of a trade war with China, and the extenuating complications to global trade with the coronavirus, there has been a direct and significant effect on the demand and utilization of cotton in general.