1. What is Better Cotton?
Better Cotton emerged in 2005 as a multi-stakeholder initiative led by WWF and has become the world’s largest cotton sustainability program today. Its mission is to support cotton communities in protecting and restoring the environment while strengthening them socially and economically. With its farmer-centered approach, it creates impact in areas such as soil and water management, reducing pesticide use, decent work, and gender equality; today, in 22 countries, 2.13 million farmers produce under a Better Cotton license, reaching approximately 4 million people through the program.
2. General Structure of the “Better Cotton Standard System”
The Better Cotton Standard System is a holistic approach to sustainable cotton production. This system is built around three pillars covering environmental, social, and economic sustainability. It presents an integrated structure consisting of six components: principles, training, assurance, supply chain traceability, communication, and impact measurement.
Components:
Principles and Criteria (P&C): The foundation of the standard; defines what “better cotton” means in terms of sustainability.
Capacity Building: Practical trainings are provided to farmers.
Assurance Program: Audits and result measurements are carried out at the farm level.
Chain of Custody (CoC): Allows Better Cotton to be documented and traced along the supply chain.
Claims Framework: Ensures the correct promotion of Better Cotton and reliable communication.
Results and Impact: Includes systems for impact monitoring and learning.
3. Principles & Criteria (P&C)
Better Cotton is based on the Principles and Criteria (P&C) framework developed to define sustainability in cotton production. This framework addresses the environmental, social, and economic dimensions of cotton farming together, determining what the concept of “better cotton” means. P&C serves as a global reference point that encourages farmers to adopt responsible production methods and practices that improve the well-being of farming communities.
P&C is not a static standard; it is reviewed and updated regularly. These revisions are made to adapt to agricultural developments and global sustainability priorities. Thus, the system remains current and maintains its applicability.
This framework is not limited to principles alone. Within the Better Cotton Standard System, farmers receive training, audits are conducted at the farm level, and traceability is ensured in the cotton supply chain. In addition, rules regulating the accuracy and reliability of brand claims made under Better Cotton, as well as evaluation mechanisms for measuring impact, are part of the whole.
Overall, P&C stands at the center of Better Cotton’s approach to sustainable cotton production and provides a comprehensive transformation framework extending from farming to the market.
4. Implementation of P&C and Management System
Better Cotton applies sustainability standards effectively across millions of licensed farmers through a strong management system. Small and medium-sized farmers are organized under “Producer Units,” which are further divided into smaller groups through field facilitators. In this way, farmers are trained, practices are monitored, and new planning is carried out at the end of the season based on experiences. Management systems enable farmers to measure progress, improve practices, and track their impact on the environment and communities.
With the new revision, management has become the main element guiding and measuring farmers’ progress. The new arrangements include reflecting farmer community input into activities, providing inclusive training, integrating climate change adaptation and mitigation, addressing gender issues, and encouraging collaborative actions with stakeholders. The aim is for farmers to make progress on sustainability goals and to strengthen the approach of continuous improvement.
5. Chain of Custody (CoC) Standard and Traceability
Better Cotton’s Chain of Custody (CoC) approach documents sustainable cotton supply, providing trust and traceability throughout the process from production to consumption. The CoC standard sets out “auditable requirements” covering every actor, from producers to companies buying products. Accordingly, auditable CoC requirements for organizations trading Better Cotton within the supply chain were established in Better Cotton CoC Standard v1.0. With CoC Standard v1.1, requirements for retailers and brand members are introduced, offering them the opportunity to obtain certification to use the Better Cotton Label on eligible products.
In addition, the Better Cotton CoC system operates through two different models: Mass Balance and Physical Better Cotton. The Mass Balance model allows monitoring of sustainable cotton use through volume tracking, while the Physical model enables tangible traceability at the product level. These models provide flexible applicability according to the needs and resources of supply chain organizations.
6. The Future of Better Cotton: Regenerative Agriculture
As reported in June 2025, Better Cotton has initiated the transition towards a “Regenerative Standard.”
Announced at the 2025 Better Cotton Conference, this development shows a shift beyond harm reduction in agriculture toward practices that actively restore the environment.
Better Cotton already includes many regenerative agricultural practices; however, with this transition, environmental restoration and field-level outcome-oriented approaches will be further strengthened.
7. Conclusion
The Better Cotton Standard System is a holistic, participatory, and continuously evolving model developed to spread sustainability in cotton farming worldwide. Principles, training, traceability, consultation processes, and strategic vision are aligned and effective within this system. By further strengthening its standard, Better Cotton continues to shape agriculture into a structure that is environmentally compatible, socially contributive, and adaptable.