Putting cotton farmers at the forefront of the cotton industry, with Marzia Lanfranchi

The biggest issue facing the cotton industry isn't fast fashion or water consumption. It's that the people growing cotton have been rendered invisible. The industry fixates on fiber quality and commodity pricing while the farmers themselves– and their role in determining sustainability outcomes– get lost.

Marzia Lanfranchi, founder of the global community Cotton Diaries, is a strategic consultant working to improve supply chain sustainability in the cotton industry. She argues that cotton is viewed first and foremost as ‘a cheap fiber,’ instead of a commodity that is grown in the field. 

She has seen that when cotton is treated purely as "a cheap fiber" rather than an agricultural product shaped by farming practices, the entire system suffers, including the sustainability frameworks fashion brands are trying to build.

In this episode, we discuss why putting farmers at the center changes everything.

Sarah and Marzia discuss:

  • What fashion brands miss or overlook about regenerative agriculture
  • Why cotton is often perceived as a ‘water thirsty crop’ (and why that is not always the case)
  • How stories are useful ‘tools’ to help people visualize solutions to problems
  • How traceability can be built into supply chains to help fashion brands improve sustainability

Useful Links:

The information in this post is not investment advice or a recommendation to invest. It is general information only and does not take into account your investment objectives, financial situation or needs. Before making an investment decision you should seek financial advice from a professional financial adviser. Whilst we believe the information is correct, we provide no warranty of accuracy, reliability or completeness.

No items found.

Want more content like this? Sign up for our weekly insights.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Key takeaways

  • [0007:20] Making farmers more visible to improve sustainability
  • [00:13:45] Why cotton is perceived as a water thirsty crop
  • [00:20:20] Putting traceability into the cotton supply chain

Get this report