Data, trust, and traceability: how the U.S. Cotton Trust Protocol is reshaping the cotton supply chain.

In today’s fashion and textile industries, the demand for transparency is becoming increasingly important. Stakeholders are more invested in supply chains, demanding verifiable proof of sustainable and responsible practices. Leading the way is the U.S. Cotton Trust Protocol, the sustainability program for U.S.cotton growers and traceability platform for all U.S. Cotton. Through six years of increasing grower enrollment, new global brand and retailer members, and a robust data-driven framework, the program is helping to build a more resilient and responsible cotton supply chain. 

The foundation of any agricultural sustainability program lies with its growers. Despite a challenging growing environment in the 2023/2024 crop year, the Trust Protocol achieved its sixth consecutive yearof record growth, with a 14% increase in grower enrollment and an 18% increase in planted acres. So, what is driving this momentum? The benefits for growers are tangible and multifaceted. They receive actionable insights to help them optimize operations, improve overall efficiency and demonstrate their commitment to responsible practices through measurement and verification. The program measures a variety of farming practices, including regenerative agriculture techniques. For example, last year’s Annual Report revealed that 63% of enrolled acres implemented no-till or conservation tillage methods, and 70% integrated cover crops—both crucial practices for improving soil health and sequestering carbon. By providing data and insights, the Trust Protocol empowers growers to make informed decisions that are not only better for the environment but also for the long-term profitability and resilience of their farms. Building on this foundation, the Trust Protocol recently launched a framework for its Field Partner Program pilot to formally recognize verified regenerative practices and measurable outcomes among growers. The goal is to provide brands and retailers with regenerative cotton and greater sourcing options. The pilot program, currently underway for the 2025 crop year, is designed to enhance value and benefits for brand members while providing the framework, verification, and traceability that are foundational pillars of the Trust Protocol. Additionally, the pilot will assess market demand for participating in a scalable, efficient system that provides a clear pathway for regenerative U.S. Cotton to move through the supply chain.

The Trust Protocol also provides brand and retailer members with access to thirdparty verified, field-level data. This can be leveraged to help them meet their own sustainability goals and navigate an increasingly complex regulatory landscape. The Trust Protocol has welcomed a growing number of globally recognized brand and retailer members, including recent additions URBN, home to brands like Anthropologie, Free People, Urban Outfitters, and Engelbert Strauss, a leading European workwear brand. For these companies, membership is a strategic move to advance responsible sourcing. URBN joined to gain greater transparency into its supply chain and access verified data that supports its sustainability targets. Similarly, Engelbert Strauss is leveraging the Trust Protocol to embed more responsible and ecologically friendly practices throughout its entire value chain – from the initial raw materials to the final product and beyond. These new memberships underscore an ongoing shift in the industry as brands move beyond pledges and promises to a model of progress. The Trust Protocol’s traceability solution is central to this. It provides a flexible traceability framework that allows members to track all U.S. Cotton to its country of origin. For those sourcing Protocol Cotton – which comes from Protocol growers committed to continuous improvement and measurement – the solution links the fiber to the verified, aggregate sustainability data from the group of farms that grew it. This provides the assurance needed to make credible claims, comply with regulations like the EU’s Corporate Sustainability Reporting Directive (CSRD), and build lasting trust with stakeholders.

The practical impact of the Trust Protocol is best illustrated through its successful collaborations with members. Take Macy’s,Inc., for example. The iconic retailer is using its membership to accelerate its 2030 sustainability ambitions. By integrating the Trust Protocol’s traceability solution, Macy’s receives visibility into each stage of the production process and verified country of origin. This helps Macy’s demonstrate tangible progress toward its environmental targets, ensuring that the cotton in its private-brand products is sourced with greater confidence and transparency. Similarly, French fashion retailer KIABI is weaving sustainability directly into its business model with the help of the Trust Protocol. Its membership provides KIABI with access to verifiable data on water conservation, soil health, and reduced greenhouse gas emissions for the Protocol Cotton it sources. This allows the company to make more informed sourcing decisions and confidently communicate its commitment to responsible practices to its customers. This in turn strengthens its brand reputation and meets the growing demand for sustainable fashion

The cornerstone of the Trust Protocol is its unwavering commitment to data. The program’s upcoming annual report will include five years of aggregated fieldlevel data, an important milestone offering an unprecedented look at the collective progress of Protocol growers. This will make the Trust Protocol the first sustainable cotton fiber program to offer such a comprehensive data set, providing powerful evidence of the program’s effectiveness. It will offer brands and retailers an indepth view of the improved environmental footprint being generated at the farm level. This verifiable proof enables responsible marketing, meets stringent reporting requirements, and, most importantly, substantiates a more sustainable supply chain.

The Trust Protocol remains committed to creating a new standard for U.S. Cotton that is data-powered, traceable by design, and generates positive impact through the global cotton value system. By aligning the needs of growers with the goals of brands and retailers, the program has created a mutually beneficial system that drives continuous, measurable improvement. The Trust Protocol’s tagline, “Trust in a smarter cotton future,” is more than a promise – it’s a reality. With its continued growth, the Trust Protocol proves that a more transparent and responsible cotton supply chain is possible