Iconic denim brand Wrangler has joined Field to Market: The Alliance for Sustainable Agriculture, a multi-stakeholder initiative working to unite the agricultural supply chain in defining, measuring and advancing the sustainability of food, fiber and fuel production in the United States. It engages in broad communication and collaboration with agricultural stakeholders to ensure a coordinated, outcome-based approach to sustainable agriculture 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 level.
Wrangler is the first major apparel brand to join the initiative, as an associate member working to help increase the supply of sustainable cotton. The brand buys roughly 50 per cent of its cotton from US growers. Wrangler is taking a leadership role in catalyzing continuous improvement in the sustainability of US cotton.
Wrangler will coordinate with Field to Market to focus on cotton-growing practices that not only reduce environmental impacts but also improve profitability for growers. Wrangler plans to work with Field to Market to create a program that includes scores of growers who are focused on 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.
