The Better Cotton Initiative (BCI) has unveiled a new product label that allows retailers and brand members to offer consumers greater clarity about the origin and percentage of BCI Cotton in their products.
Announced on 7th October to coincide with World Cotton Day, the label enables retailers and brands to substantiate claims that their products contain physical BCI Cotton — certified by a third-party body and traced back to its country of origin.
Use of the label is voluntary for certified BCI retail and brand members. However, it may only be displayed on products containing at least 30% physical BCI Cotton, with the remaining 70% comprising other materials rather than alternative cotton sources. Physical BCI Cotton refers to cotton that can be traced through the organisation’s traceability system from its point of origin.
In conjunction with the label’s launch, the organisation has rebranded under its full name — the Better Cotton Initiative (BCI) — to create a clearer distinction between the NGO and its cotton commodity. The cotton produced under its programme will now be referred to as “BCI Cotton.”
BCI Chief Executive Officer Nick Weatherill said the new label and rebrand reflect the growing importance of transparency in sustainable supply chains. He stated that, in an era of heightened scrutiny around sustainability claims, global trade challenges, and shifting Environmental, Social, and Governance (ESG) priorities, transparency and accountability were “more critical than ever.”
The announcement coincides with the publication of the Better Cotton Initiative’s 2024–2025 Annual Report, which highlights the organisation’s impact over more than 15 years in advancing environmental, social, and economic outcomes in global cotton farming.
