By  on August 11, 2014

LAHORE, Pakistan — Better Cotton is on target toward becoming a sustainable mainstream commodity, with strong growth in demand from global brands and retailers, and supply of licensed Better Cotton from cotton-growing countries.

“Collaboration is key in achieving our goal of developing Better Cotton as a sustainable mainstream commodity, benefitting 20 million people in primary cotton production by 2020,” said Lena Staafgard, business director for the Better Cotton Initiative, based in Geneva. “There is no one player that can transform an entire sector. The only way we will achieve our vision is to work toward it together.”

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