Formerly known as simply ‘Better Cotton,’ The Better Cotton Initiative (BCI) has launched a new product label to enhance traceability and transparency for consumers.
This new label enables brands to claim that their products contain physical BCI Cotton that has been traced back to its country of origin. This is a shift from the previous system, which primarily used a ‘Mass Balance’ model where funds supported Better Cotton farming, but the physical fiber was not guaranteed in the final product. The claims made using the new label are verified by an independent third-party certification body, reinforcing accountability.
To use the label, products must contain a minimum of 30 per cent Physical BCI Cotton. The remaining content must be other materials (like synthetic fibers) but cannot be uncertified cotton.
The label will communicate two key pieces of information including the name of the certified commodity; BCI Cotton and the percentage of BCI Cotton contained in the product.
The new label is a direct response to the growing global demand from consumers and regulators for transparency and accountability in sustainable supply chains. It helps to substantiate sustainability claims and prevent ‘greenwashing.’
In conjunction with the label launch, the organization has clarified its brand identity. It is now formally referred to by its full name, the Better Cotton Initiative (BCI). The cotton sourced through the program will now officially be referred to as BCI Cotton.
The label and rebrand were announced to coincide with World Cotton Day. Products featuring the new label are expected to appear in retail outlets gradually over the coming months.
