In 2005, WWF and IKEA set out to transform cotton production and secure a sustainable future for the industry by helping farmers earn a better living and improving working conditions, as well as reducing impacts from pesticide use and saving precious water resources.

From an initial effort involving 450 farmers in India and Pakistan - two of the world’s most important cotton-growing countries - WWF and IKEA helped to create the Better Cotton Initiative, an independent multi-stakeholder organisation whose members are committed to making Better Cotton a mainstream product.

The partnerhship provides support, training and outreach to farmers that want to produce Better Cotton. Some 43,000 farmers in India and Pakistan are involved in our joint projects, taking part in the global shift toward Better Cotton.

Building on our initial sucess, and starting with a focus on water management within cotton production in Pakistan and India - two areas with strong water risks and challenges - we are now working together to understand IKEA's water risks and what water stewardship means for the company more broadly.


Find out more in the partnership factsheet and the partnership cotton report

Learn more about cotton sector transformation



Watch a short film about IKEA's work with cotton from more sustainable sources:




© Asim Hafeez / WWF-UKHow a partnership between WWF and IKEA sowed the seeds of change across a global industry


It took nearly a decade to get from identifying the problem to setting up the BCI system, but it’s scaled in quite an amazing way and it might be fully conceivable that 25 per cent of global production will be Better Cotton in the next couple of years. The challenge now is to maintain that growth and to keep improving


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IKEA and WWF – together we make a difference!


“IKEA and WWF share objectives on the sustainable use of natural resources. With deep expertise in forests, cotton and water – all important raw materials for IKEA – WWF is a natural partner on our journey towards being People and Planet Positive and delivering on our ambitious sustainability goals.”

Lena Pripp-Kovac, Sustainability Manager,
IKEA Range & Supply


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From better cotton fields to market transformation.


The WWF and IKEA cotton journey into sustainability.


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Better Cotton, Better Life


Umul Baneen is a hard-working woman from Maqboolabad, a rural town in the heart of Punjab in Pakistan’s cotton-growing region. I had the pleasure to meet her and her husband, and hear their story as part of my work as coordinator for WWF Pakistan's Sustainable Cotton Initiative. This work aims to improve lives and livelihoods of smallholders.


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Sustainable Cotton Has a Demand Problem


International clothing brands and retailers have a crucial role to play in securing the future of the market for more sustainable cotton. Various types of sustainable cotton production — ‘organic,’ ‘Better Cotton’ and ‘fair trade’ — have grown enormously over the last five years and now make up over 10 percent of total global supply. As a result, buying more sustainable cotton has never been easier. And leading companies such as IKEA and H&M are showing it’s possible to use 100 percent more sustainable cotton in all their products.


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IKEA first major retailer to use only cotton from more sustainable sources


IKEA achieves its goal of sourcing 100 per cent of its cotton from more sustainable sources – an important milestone on a journey that began 11 years ago at a small meeting in Sigtuna, Sweden.


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Market Transformer: IKEA raises bar for sustainable seafood offering 100% certified ASC


IKEA has committed to offering its 600 million customers worldwide over 23 different seafood products certified by the Marine Stewardship Council (MSC) for wild-caught seafood, and by the Aquaculture Stewardship Council (ASC) for farmed fish. This makes them the largest food service provider of responsibly-produced seafood globally.


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