The event brought together representatives from Better Cotton, CEA, Better Cotton’s Programme Partners in Egypt (Alkan, Modern Nile and El Ekhlas), and a number of leading Better Cotton retailer and brand Members, as well as these members’ suppliers.

Through a renewed strategic partnership, announced in summer, Better Cotton and CEA aim to further enhance the yields and sustainability credentials of Egyptian cotton while ensuring fair working conditions for farmers and workers.

At the event, participants discussed opportunities to collaborate and what is required to increase the uptake of more sustainable Egyptian cotton.

Attendees also visited a Better Cotton licensed farm in Kafr El Saad, in the north of Egypt, where farmers demonstrated sustainable agricultural practices and shared the opportunities and challenges they faced.

“The event ... provided the opportunity for direct dialogue between Better Cotton producers, supply chain actors and key stakeholders from the British retail industry, and it is anticipated that it will result in increased demand for more sustainably produced Egyptian cotton," said Rachel Beckett, senior programme manager at Better Cotton

Khaled Schuman, executive director of Cotton Egypt Association added: “The great interest shown today by retailers – and the support we have from all stakeholders in attendance – will pave the way for more success, more production of Egyptian sustainable cotton with Better Cotton's standards, and more uptake from retailers.”