REEL Standards
Source certified, traceable cotton with independently verified environmental, social and labour standards.
Certified standards that strengthen farmers, supply chains, and the planet
Raising the standard for responsible cotton
The REEL Standards were developed to meet growing demand for cotton that delivers measurable environmental and social outcomes alongside supply chain assurance.
Built on CottonConnect’s proven REEL programme, the REEL Cotton Standard and REEL Regenerative Standard promote responsible and regenerative agricultural practices that improve farmer livelihoods, restore natural resources, and reduce environmental impact.
For brands and retailers, the REEL Standards provide an independently verified framework for sourcing certified, traceable cotton while supporting climate resilience, responsible production, and long-term supply security.
The system combines certification, traceability, third-party assurance, monitoring and evaluation, and a robust chain of custody within one integrated framework, helping organisations meet sustainability commitments and evolving regulatory expectations with confidence.
REEL Cotton Standard
Two standards, one framework
The REEL Cotton Standard promotes responsible cotton production through environmental, social, and fair labour practices. The Standard includes criteria across nine principles designed to support more sustainable and accountable cotton production.
REEL Regenerative Standard
The REEL Regenerative Standard includes all REEL Cotton requirements, alongside additional regenerative agriculture requirements. The framework supports farming practices that improve soil health, strengthen biodiversity, enhance water management, and build climate resilience.
For brands and retailers, the Standard provides access to certified regenerative cotton backed by robust assurance, traceability, and independent verification. It helps organisations demonstrate progress against sustainability commitments, meet growing regulatory and stakeholder expectations, support climate and nature goals, and build more secure and resilient cotton supply chains for the future.
What the REEL Standards deliver
- Certified and traceable cotton supply chains
- Multi-layer assurance system with independent third-party audit and certification
- Environmental, social, and labour requirements
- Robust chain of custody and digital traceability system
- Monitoring, evaluation, and impact measurement framework
- Claims guidance aligned with sustainability requirements
The result is a more transparent, resilient, and commercially viable sourcing model.
Designed through innovation and practical experience
The REEL Cotton Standard and REEL Regenerative Standard have been developed by CottonConnect in response to changing market needs and growing demand from brands for certified, traceable, and more responsibly produced cotton.
Building on the proven REEL Cotton Code and REEL Regenerative Code, the Standards combine years of practical implementation across cotton-growing regions with continued innovation from CottonConnect, brand partners, and supply chain stakeholders.
This collaborative approach has shaped a standards system that is practical for farmers, credible for brands, and designed to support measurable progress on sustainable and regenerative agriculture, farmer livelihoods, environmental impact, and supply chain assurance.
Independent governance and oversight
The REEL Standards system is overseen by an independent Standards Governance Body (SGB), providing strategic oversight and ensuring transparency, accountability, and continuous improvement.
The Standards Governance Body supports the ongoing development and integrity of the REEL Standards system and provides oversight of its implementation framework.
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Karin Linser – Chair
Damien Sanfilippo – Standards and sustainability expert
Prakash Menakel Philip – Global Director of Strategy and Impact, CottonConnect
Learn more about Governance
Chain of custody you can trust
Certified REEL Cotton and REEL Regenerative Cotton are segregated and tracked through a robust chain of custody system.
The Cotton certified under REEL moves through the supply chain under a robust chain of custody system, with transactions and materials flows recorded through TraceBale, our digital traceability platform. This provides visibility, traceability and integrity from producer groups through to finished products.
REEL Standards Chain of Custody
Assurance and certification
The REEL Standards operates as a multi-layer assurance system, including second party oversight monitoring and annual independent third-party audits to assess compliance with its requirements. Cotton produced in compliance with the standard is certified as REEL Cotton or REEL Regenerative Cotton.
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REEL Standards Assurance and Certification Manual
Measure and verify impact
We evaluate environmental, social, and economic indicators to understand the outcomes of REEL programmes and farming practices across supply chains.
Through our monitoring, evaluation, and learning (MEL) framework, we track progress against key metrics including farmer livelihoods, sustainable agriculture practices, climate resilience, and greenhouse gas emissions. This enables brands to understand the impact of their sourcing programmes and demonstrate measurable progress against sustainability commitments.
We validate data through robust CottonConnect systems and independent third-party verification processes, providing the transparency, credibility, and assurance needed for reporting, due diligence, and stakeholder engagement.
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MEL Process Flow & Data Validation
Governance and stakeholder engagement
The REEL Standards were developed through multi-stakeholder consultation with implementation partners, subject matter experts, and wider industry stakeholders.
The REEL Standards are supported by a governance structure that includes a Standards Governance Body, Advisory Council, and Secretariat, ensuring independent oversight, technical guidance and effective coordination of the Standards system.
[DOWNLOAD LINKS]
- REEL Standards Governance Brief
- Stakeholder Consultation Summary
Communicate progress with confidence
The REEL Standards Claims Framework helps brands and retailers clearly communicate the environmental, social, and sourcing outcomes associated with certified REEL Cotton and REEL Regenerative Cotton.
Supported by certification, traceability, and independent assurance, approved claims enable organisations to substantiate sustainability commitments, strengthen stakeholder trust, and demonstrate progress to customers, investors, and regulators.
Our claims guidelines provide a clear and credible framework for communicating impact consistently and responsibly.
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REEL Standards Claims Guidelines
