Photo courtesy of Wrangler.

Heritage denim brand Wrangler published its latest sustainability report, conveying how field-level sustainability data can improve agricultural supply chains. The company wrote the report in partnership with MyFarms, a farm-management software company.

Its report titled “From Burden to Benefit: Sustainability Data in the Agricultural Supply Chain” is the second paper published in its Wrangler Science & Conservation series. Its objective is to present best practices for data privacy and methods for leveraging data analysis for growers, brands and other stops in the supply chain, as well as “to share learnings relevant to other food and fiber industries, including how to build trust with growers, and how to align the business interests of different links in the supply chain.”

Wrangler also announced that it will offer 125 MyFarms subscriptions to U.S. cotton growers, enabling streamlined measurement and reporting of sustainability data. The subscriptions will be available for the upcoming 2018 harvest season, with intent to aid cotton growers and U.S. cotton programs, including e3 growers, the Better Cotton Initiative and the Texas Alliance for Water Conservation, among others, the company said.

MyFarms is cloud-based software that helps growers better “strategize” their crop-management options. Via anonymous performance comparisons with their peers, metrics such as average erosion rates or energy-use efficiencies are made available through the integration of sustainability data from its supporting Fieldprint Platform, a “sustainability assessment framework” developed by Field to Market: The Alliance for Sustainable Agriculture. Notable features include automated calculators to save time for growers seeking to determine key metrics such as hourly rainfall and wind speed data, precision agriculture map analyses and how much seed, fertilizer and spray to purchase for their fields, the company said.

Photo courtesy of Wrangler. 

Wrangler funded the development of its MyFarms cotton-growing interface. Roian Atwood, sustainability director, Wrangler, said, “Farmers work diligently to bring a cotton crop to harvest each year and their challenges are many. As an apparel manufacturer, Wrangler wants to improve the environmental performance of our products. But to ask growers to make an additional effort to track and share farm-level data, we need to try to create something of value for them in return. That’s what we’re attempting to do with the MyFarms software.”

MyFarms founder and managing director Chris Fennig said, “The MyFarms platform was built by farmers for farmers to make their jobs easier and more profitable. In funding the expansion of our data exchange to cotton growers, Wrangler has effectively gifted the industry with a powerful foundation for tracking and measuring both environmental outcomes and financial benefits.”

Rod Snyder, president of Field to Market, said that the software integration will offer “support for cotton farmers through a seamless solution to measure the sustainability performance and efficiency of their operations by harnessing the sustainability metrics of the Fieldprint Platform. Wrangler understands how important it is to reduce the reporting burden for farmers, and in the process they could be creating a wealth of new knowledge and opportunities for the entire supply chain.”

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