blank Better Cotton | Sustainability Initiative - Mamas & Papas UK

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Mamas & Papas

Our Commitment

We are committed to sourcing at least 70% of our cotton as Better Cotton, by the end of 2024.

By partnering with Better Cotton, a not for profit organisation, we are committed to improving cotton farming practices globally. By buying Better Cotton products from Mamas & Papas, you’re supporting the Better Cotton farmers who use water efficiently, care for soil health and natural habitats, reduce use of the most harmful chemicals and respect workers’ rights and wellbeing.

How does it work?

The Better Cotton that we use is sourced via a system called mass balance, which means that Better Cotton is not physically traceable to end products.

However, by supporting this initiative, it helps Better Cotton Farmers to gain access to necessary tools, training and support that they need to continuously improve their farming methods and benefit from the demand for the Better Cotton that we source.

Making a Difference: Ruksana's Story

Following her mother’s footsteps, Ruksana Kausar married a cotton farmer and like many women in her community — where cotton communities farm the land to survive — Ruksana works hard on her family’s cotton farm, sowing seeds, weeding the fields and picking cotton amid the searing heat of Punjab. Yet as a woman in rural Pakistan, where societal ingrained gender bias prevents women from being treated equally to men, she doesn’t participate in business decisions and has little say in how the farm’s profits are spent.

Following a presentation from WWF Pakistan about their tree-planting project with Better Cotton, Ruksana became one of 7,000 women involved in the project and was able to become financially independent by growing and selling the plants.

Ruksana Kausar:

“I decide exactly how my additional income is spent and I feel proud of my decision to participate in this project and work independently, running my own business and making all the decisions. I enjoy what I’m doing and feel happy that I’m contributing to keeping the environment healthy. Above all, I have gained respect in my family and community.”

Mamas & Papas

For the Future

Every day, we help to welcome a new generation of children into the world, and we want them to grow up in a world that's full of opportunity and hope. Find out more about our commitment

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