Representatives from Better Cotton, CEA (Cotton Egypt Association), Better Cotton’s Program Partners in Egypt, and various leading retailers and brands associated with Better Cotton came together for an event. This event was a platform to discuss their renewed strategic partnership, aimed at improving the productivity and sustainability of Egyptian cotton. The focus was also on ensuring fair and decent working conditions for farmers and workers.

During the event, participants explored opportunities for collaboration and discussed ways to encourage the use of more sustainable Egyptian cotton. Additionally, the attendees visited a Better Cotton licensed farm in Kafr El Saad, located in the north of Egypt. Here, farmers showcased sustainable farming practices and shared the challenges and benefits they experience.

Rachel Beckett, senior program manager at Better Cotton, mentioned that this event facilitated direct communication among Better Cotton producers, supply chain participants, and key representatives from the British retail industry. The aim is to create higher demand for Egyptian cotton produced sustainably.

Khaled Schuman, executive director of Cotton Egypt Association, expressed optimism about the interest shown by retailers and the support received from all stakeholders. This support is expected to lead to more successful production of sustainable Egyptian cotton in line with Better Cotton's standards, resulting in increased adoption by retailers.