Ep 74: The Future of Traceable Cotton with Imran Asghar

Pakistan’s cotton crop is recovering. But that is only part of the story.In Episode 74, Andrew sits down again with Imran Asghar, Head of Asia Pacific at FibreTrace, to discuss cotton, traceability, sustainability, and the growing pressure to prove where products actually come from. FibreTrace uses physical tracers and real-time scanning to help verify fiber movement through the supply chain.The discussion begins in Pakistan, where cotton acreage is expanding after several difficult years. They discuss seed quality, government support, farmer economics, water availability, and the challenges facing growers as costs rise across the region.From there, the discussion moves into traceability. How cotton is tracked through the supply chain. Why less than two percent of global cotton is physically traceable today. And why brands, governments, and consumers are increasingly asking for more than certifications and paperwork.They also explore competing approaches to verification, the role of technology in authenticating origin claims, and why proving sustainability may become just as important as making it.Along the way, they look at water use, regenerative agriculture, cluster farming, and the efforts underway in countries such as Pakistan and Uzbekistan to strengthen both cotton production and textile manufacturing.Underneath it all is a larger question: as sustainability claims become more common, how will the industry distinguish between what can be documented and what can actually be verified?Thank you to our sponsor Inside Denim.Imran AsgharHead of Asia Pacific, FibreTrace® | Cotton Traceability FibreTrace®, Instagram, LinkedInPlease follow us on: Instagram, Facebook, and LinkedIn.