Agriculture

Agriculture

Global Roadshow Highlighting Farmers’ Engagement

What are the challenges for farmers doing the biggest job on Earth in different countries? What are their success stories and expectations? We’re going to travel with you with our #BiggestJobOnEarth roadshow around the world and to share insights into the local campaign activities in the countries!

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By the year

2030

Farmers will have to produce more food than has been grown in the whole of human history.

Global warming could cause a

30% 

reduction in food production in many regions.

Greece

Farming is the Biggest Job on Earth

Video Biggest Job on Earth Campaign Greece

Our next stop for the Biggest Job on Earth roadshow, is Greece!

We all want clothes that are good. Not just good in the sense that they look well and feel nice, but good in the sense that nobody gets hurt or exploited making them, and the environment doesn’t suffer terribly in the process. But, we can’t talk about fashion sustainability if we do not understand where it comes from.

Have you ever thought about how the clothes you love get made? Have you ever thought about knowing who makes them? Every cotton garment starts with a seed and a farmer. But the cotton supply chain is complex, and farmers are often the forgotten partner.

BASF created the #Seed2Sew project, based in Greece, the largest cotton producing and exporting country in Europe. We’ve teamed up with farms and local players along the whole cotton value chain. The project makes it possible to track every move of cotton, from the seed to the final garment in a boutique, bringing farmers, fashion brands and consumers closer together and creating more visibility of the hard work of cotton production.

In order to launch the project, we transformed a cotton field into a “cottonwalk” for the 1st time in Europe. In this unique field fashion show, that took place in October 2022, 14 models, surrounded by blooming cotton, presented 45 garments inspired by Greek antiquity and their shapes, colors, and patterns. The clothes were made completely from cotton produced in the Certified Sustainable FiberMax® (CSF) value chain program.

 

Fashion show in cotton field, Komotini/Greece

United for the Biggest Job on Earth

One year later in September 2023, we hosted roundtable discussions on cotton at the United Nations headquarters in New York, during the 78th UN General Assembly. We brought together a global delegation of farmers from Europe and the United States. We provided an international platform to them to share their sustainability experiences, triumphs, and challenges with the textile industry via media proxy. “United for the Biggest Job on Earth” is part of a partnership with the “Conscious Fashion and Lifestyle Network and another way BASF is successfully contributing to the United Nations Sustainable Development Goals.

Participants in front of the UN headquarter, NYC

Participants in front of the UN headquarter, NYC

US cotton farmer, Sledge Taylor

US cotton farmer, Sledge Taylor

Round table discussion in the workshop

Round table discussion in the workshop

Italy

France

Baltics

United Kingdom

Colombia, Chile, Ecuador & Peru

Czech Republic

China

Argentina

Germany

Poland

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