A new solution called "Traceable Better Cotton" has been developed, which took three years to create. This solution offers a detailed view of how cotton travels through the supply chain. It does this by documenting the input of various stakeholders on the Better Cotton Platform.

Many well-known retailers and brands like H&M Group, Marks & Spencer (M&S), Walmart, Target, Bestseller, Gap Inc, and C&A worked closely with Better Cotton to create this solution. The main goal is to give retailers and brands the confidence to source cotton products from specific countries. This solution also provides them with a clearer view of their supply chains, which helps them in their due diligence activities.

Katharine Beacham, who is the head of materials and sustainability at M&S, mentioned their partnership with Better Cotton since 2021 and their work to improve cotton traceability. She expressed excitement about this innovative solution, which allows them to track cotton at a large scale across the supply chain.

Better Cotton defines "Traceable Better Cotton" as the actual Better Cotton within a product that has been tracked throughout the supply chain. This is different from their "Balance Chain of Custody" model, which primarily monitors the volume of cotton produced to ensure it doesn't exceed the volume of cotton sold.

Alan McClay, the CEO of Better Cotton, emphasizes the importance of traceability on a large scale for the cotton industry. He believes this traceability solution will greatly benefit the retail and brand members. Better Cotton is grateful to all the organizations that contributed to shaping the Better Cotton Platform and is committed to improving it continually.