Emphasizing on sustainability, COTTON USA showcased WHAT’S NEW IN COTTON™ to the global home textile industry at its booth at Heimtextil in Frankfurt, Germany, from January 7th to 10th 2029.
“U.S. cotton’s sustainability provides COTTON USA with a unique selling point, particularly with the development of the U.S. Cotton Trust Protocol,” CCI Executive Director Bruce Atherley said. “U.S. cotton is a raw material that is leading the way in terms of sustainable practices – something that global brands now demand from their suppliers. The U.S. Cotton Trust Protocol is committed to raising the bar for responsible, sustainable farming methods.”
The new U.S. Cotton Trust Protocol is a tangible and transparent snapshot of U.S. cotton growing practices and the gains in sustainability standards resulting from them.
COTTON USA also invited attendees to visit the booth to learn about its collaboration and sourcing opportunities with leading brands and retailers around the world, as well as how to license the COTTON USA Mark, which quantitative consumer research proves is of high value to consumers and can drive both preference and higher prices.
At Heimtextil, one Chinese mill, which annually consumes 1,000 tons of U.S. cotton, joined the COTTON USA licensing program. Nine additional companies from Europe and Asia expressed interest in becoming COTTON USA licensees.