That is the bet of an American start-up rewarded for its ambitious innovation.
The offer? An in-vitro cultivation technique described as “ten times faster, [using] less than 80% water and land while emitting only a fraction of the greenhouse gas compared to traditional cotton”.
Will this (attractive) alternative convince and be deployed on a large scale?
Let’s not forget that cotton growing is an essential source of income and development for millions of producers and their communities. If conducted in a sustainable manner, it can also contribute to biodiversity, improve soil health and combat soil erosion.
Finally, wouldn’t an effective sourcing strategy be based on optimising resources but also on diversifying alternative solutions?