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Wrangler joins Field to Market as associate member
Aug '17
Courtesy: Wrangler
Courtesy: Wrangler
Wrangler has joined Field to Market, the alliance for sustainable agriculture, as an associate member as a next step toward increasing the supply of sustainable cotton. The multi-stakeholder initiative is working to unite the agricultural supply chain in defining, measuring and advancing the sustainability of food, fibre and fuel production in the US.

The iconic denim brand Wrangler is the first major apparel brand to join the initiative, and the announcement follows the brand’s launch in July 2017 of a pilot project for sustainable US cotton. “Wrangler buys roughly 50 per cent of its cotton from US growers, and we’d like for it to be produced as sustainably as possible,” said Roian Atwood, director of sustainability for Wrangler. “As we work to deepen our understanding of the connection between soil health and effective on-farm practices, Field to Market’s experience and infrastructure will be invaluable.”

Field to Market engages in broad communication and collaboration with agricultural stakeholders to ensure a coordinated, outcomes-based approach to sustainable agriculture that is grounded in science. By providing useful measurement tools and resources, Field to Market helps brands and growers track and promote continuous improvement at the field and landscape levels.

Wrangler will coordinate with Field to Market, the Soil Health Institute, and several other industry and academic partners to focus on cotton-growing practices that not only reduce environmental impacts, but also improve profitability for growers. These efforts will build upon learnings from Wrangler’s pilot programme, which will initially include 40,000 pounds of cotton from a 10,000-acre family farm in Athens, Alabama. The Newby’s, which represent seven generations of farming experience, currently utilise soil grid mapping, conservation tillage and complex crop rotation, among other best practices.

Ultimately, Wrangler aims to work with Field to Market to expand upon this pilot to create a programme that includes scores of growers who are focused on similar journeys of continuous improvement for healthy soils, collectively focused on achieving the best possible results for yield, irrigation water use, efficient input use, soil conservation and reduced emissions.

“As the first major apparel brand to join Field to Market, Wrangler is taking a leadership role in catalysing continuous improvement in the sustainability of US cotton,” said Rod Snyder, president of Field to Market. “Supply chain collaboration is essential to not only advancing environmental goals but also communicating farmers’ conservation efforts to consumers, and we are grateful for Wrangler’s strategic engagement.” (SV)

Fibre2Fashion News Desk – India

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