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Boohoo Group steps up on sustainability initiatives with CottonConnect partnership

Jeremy Lim
21 March 2022

Boohoo Group have announced a partnership with CottonConnect, an organisation which works with farmers in Pakistan to grow cotton using more sustainable production methods.

The partnership saw 2,500 farmers trained at specially developed demonstration plots to grow cotton more sustainably, allowing Boohoo to trace it back to the village grown in.

Boohoo Group added that the production of REEL (Responsible Environment Enhanced Livelihoods) cotton will result in a better yield and higher net income for farmers. It will also help signpost Reel cotton products with the 'Ready For the Future' label.

The REEL process enables the business to trace and track the cotton throughout the supply chain journey; from picking the final cotton of the 2021 harvest to its cleaning process before it is spun into yarn, then woven into fabric and dyed.

The sustainable production process also ensures that cotton seeds captured during the cleaning process are either replanted or used as a by-product to create cooking oil or as fuel in a local factory.

Andrew Reaney, Director of Responsible Sourcing & Product Operations said: "We are delighted to be partnering with CottonConnect and the individual farmers in Pakistan. I have been able to see the project first-hand and the benefits the CottonConnect program provides, including in-depth training, a better yield of cotton, lower costs, and environmental benefits. We are committed to supporting the farmers and it is only year one of this partnership, we are looking forward to seeing what the future holds."

Abou Bakar, Programme Manager at CottonConnect added: "The key lies in empowering the smallholder farmers and landless workers who form the backbone of the rural economies to grow their incomes and improve their livelihoods by raising agriculture productivity, protecting the ecosystem as well. Sustainable practices lead towards food safety and business continuity. We have connected with the cotton farmers to bring measurable improvements in the rural livelihood and allied supply chains."

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