The Better Cotton Standards aim to help cotton communities thrive while protecting and restoring the environment. They enable businesses to reduce their ecological footprints and use natural resources sustainably.

The programme addresses the most pressing sustainability issues in cotton farming, including the use of pesticides and synthetic fertilisers, water use efficiency and working conditions. WWF-Pakistan is working with farming communities to build their capacities and enable them to adopt the Better Cotton Standards.

We work with over 250,000 smallholders in Punjab and Sindh over 0.5 million hectares.

WWF-Pakistan is a pioneer in certified organic cotton cultivation in Pakistan, developing the country’s first organic certified cotton bale in the cropping year 2018-2019.

Since then, we have been working on creating a conducive environment for organic cotton production in Pakistan, resulting in an increased volume of certified organic cotton. WWF-Pakistan empowers farmers by building their capacity in organic farming practices and develops linkages among the relevant stakeholders to drive innovation in the cotton and textile sectors.

Our efforts focus on developing strong partnerships across the cotton supply chain ensuring traceable organic cotton flow, and securing premium prices for farmers. By bending the curve towards sustainability, WWF-Pakistan is paving the way for a greener, ethical, and sustainable future for the textile sector.

11,500 farmers over 43,200 hectares of land have produced 24,000 MTs of certified organic cotton lint in 2023-2024.