Cotton made in Africa works on the principles of a social business. That means the initiative operates in accordance with sound business methods, except that it does not aim to maximise the profits of individuals, but rather to improve the conditions of life of a large number of African cotton farmers. In order to do that, it is building an alliance of international retail companies, which have targeted demand in the global market for sustainably produced cotton, and use this material in their products.
Cotton made in Africa is not organic cotton. But sustainable growing of the raw material is ensured – together with its partners, the initiative gives the farmers training in modern, efficient growing methods, with awareness of pesticide use, i.e. use of the minimum amount of pesticides. Rain fed cultivation and crop rotation is used. But the initiative works in close cooperation with the organic cotton organisations, for joint work to increase the sales of sustainably grown cotton.
Cotton made in Africa acts in accordance with the rules of the market, avoiding subsidies or interventions in the system of world market prices, which are dependent on supply and demand as are the prices of practically all raw materials.