Several European retailers are backing the Cotton Egypt Association’s (CEA) drive to rid the supply chain of falsely labelled Egyptian Cotton™ goods via its DNA testing and accreditation process.
Tracy Saunders, category technical manager, home, for John Lewis, says, “While we are confident that all Egyptian Cotton products sold through John Lewis are 100 percent genuine, we support the need for auditing and testing. We will continue to insist that our suppliers meet the CEA standards as a condition of trade with John Lewis.”
UK-based Dunelm Group echoed the sentiments. Catherine McCann, Dunelm technical and sourcing director, adds, “We fully support the new accreditation process put into place by the CEA to protect the Egyptian Cotton™ brand, and will be continuing to insist suppliers meet those standards as a condition of trade with Dunelm.”
The CEA has partnered with testing and verification body Bureau Veritas. Only manufacturers found to be producing 100 percent Egyptian Cotton™ goods will receive the accreditation. The CEA says their initial focus is on products in the U.S., Canada, Egypt, Europe, Australia and India. Recently, the Egyptian Ministry of Agriculture announced plans to double production of Egyptian Cotton™ over the next fiscal year.
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