sustainable denim

In our sustainable denim series, we are always delighted to publish about icon denim brands doing their part in being sustainable and environmentally friendly. This time it’s all about Wrangler.

“Denim brand Wrangler® published a report with farm-management software company, MyFarms℠, explaining how field-level sustainability data can be used to strengthen business relationships and results in agricultural supply chains. Wrangler simultaneously announced it will offer 125 MyFarms subscriptions to U.S. cotton growers to make it easier for them to measure and report their sustainability data.

From Burden to Benefit: Sustainability Data in the Agricultural Supply Chain” is the second paper in the Wrangler Science & Conservation series. It shares best practices for protecting data privacy and leveraging data analysis to advance common goals shared by growers, brands, and other links in the supply chain. The paper draws on Wrangler’s experience in the cotton supply chain to share learnings relevant to other food and fiber industries, including how to build trust with growers, and how to align the business interests of different links in the supply chain.

“Farmers work diligently to bring a cotton crop to harvest each year and their challenges are many,” said Roian Atwood, sustainability director for Wrangler. “As an apparel manufacturer, Wrangler wants to improve the environmental performance of our products. But to ask growers to make an additional effort to track and share farm-level data, we need to try to create something of value for them in return. That’s what we’re attempting to do with the MyFarms software.”

MyFarms is cloud-based software that helps growers make crop-management decisions by allowing them to anonymously compare their performance with their peers on metrics like average erosion rate and energy-use efficiency through integration of sustainability metrics from the Fieldprint® Platform—a pioneering sustainability assessment framework developed by Field to Market: The Alliance for Sustainable Agriculture. Other features include automated calculators to save growers time in determining how much seed, fertilizer and spray to purchase for their fields; hourly rainfall and wind speed data; and precision agriculture map analysis.

“The MyFarms platform was built by farmers for farmers to make their jobs easier and more profitable,” said MyFarms founder and managing director, Chris Fennig. “In funding the expansion of our data exchange to cotton growers, Wrangler has effectively gifted the industry with a powerful foundation for tracking and measuring both environmental outcomes and financial benefits.”

Wrangler funded the development of the cotton-grower interface on MyFarms, including a feature that will make it quicker and easier for cotton growers to measure their sustainability performance and operational efficiency utilizing Field to Market’s embedded sustainability metrics. Both Wrangler and MyFarms are members of Field to Market, and as a qualified data management partner, MyFarms uses the science-based metric outcomes data generated by the Fieldprint® Platform to quantify the environmental impact of cotton production for Wrangler, while returning valuable production insights to farmers.

The 125 MyFarms subscriptions will be available for the 2018 harvest season to cotton growers involved with numerous U.S. cotton initiatives, including e3 growers, Better Cotton Initiative (USA), Texas Alliance for Water Conservation and others.

“We’re excited to see the results of this software integration, particularly the support for cotton farmers through a seamless solution to measure the sustainability performance and efficiency of their operations by harnessing the sustainability metrics of the Fieldprint Platform,” said Rod Snyder, president of Field to Market. “Wrangler understands how important it is to reduce the reporting burden for farmers, and in the process they could be creating a wealth of new knowledge and opportunities for the entire supply chain.”

About Wrangler

Wrangler has been an icon in authentic American style around the world for more than 70 years. With a rich legacy rooted in the American west, Wrangler commits to offering unmatched quality and timeless design. Its collections for men, women and children look and feel great, inspiring those who wear them to be strong and ready for life, every day.

Wrangler is available in retail stores worldwide, including brand flagship stores in Denver and Dallas, department stores, mass-market retailers, specialty shops, western outfitters, and online. A VF Corporation (NYSE: VFC) brand, Wrangler is backed by one of the world’s largest apparel, footwear and accessories companies with socially and environmentally responsible operations spanning numerous geographies.
About MyFarms

MyFarms specializes in unlocking opportunities to create new business value for farmers and their trading partners in the sustainable supply chain. In working with the world’s most progressive enterprises, MyFarms develops market-leading strategies and purpose-built software to bridge the technology gap between field data owned by farmers, existing application software, and corporate sustainability reporting needs. The MyFarms data exchange is used by thousands of farmers and dozens of enterprises across the US and Australia. For more info, visit

About Field to Market

Field to Market: The Alliance for Sustainable Agriculture brings together a diverse group of grower organizations; agribusinesses; food, beverage, restaurant and retail companies; conservation groups; universities and public sector partners to focus on defining, measuring and advancing the sustainability of food, fiber and fuel production. Field to Market is comprised of more than 135 members representing all facets of the U.S. agricultural supply chain, with members employing more than 5 million people and representing combined revenues totaling over $1.5 trillion.

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