Good Earth Cotton® (GEC) is focusing on evidence as new EU rules on green claims take effect from 27 September 2026.
The new rules are part of the EU’s Empowering Consumers for the Green Transition Directive. The directive is also known as EmpCo.
The rules set new standards for environmental claims. Companies will need stronger evidence to support such claims.
Good Earth Cotton has used an evidence-led model for eight years. The model uses farm data, independent checks and physical fibre verification.
Farm Data Supports Environmental Results
GEC collects data from individual farms. It then measures environmental results against set baselines.
The model looks at results, not just farming methods. This helps show the actual change linked to farm activities.
Each farm has different conditions. Soil, climate and water can vary from one farm to another.
Therefore, the same farming method may give different results on different farms.
GEC uses primary farm data for its assessments. Downforce Technologies measures and quantifies the data.
SGS then checks the greenhouse gas assessment. The process follows ISO 14064-3.
GEC also uses the ISO 14064 framework. It covers the measurement, monitoring and reporting of greenhouse gas data.
Physical Fibre Checks Add Traceability
FibreTrace® provides a separate physical verification layer.
It establishes the identity of GEC fibre at the source. It can then confirm the presence of marked GEC fibre during defined manufacturing checks.
FibreTrace does not verify GEC’s environmental results. Its role is to verify the physical identity of the fibre.
This helps keep a link between the verified fibre and its source.
GEC Represents 60,000 Tonnes of Fibre
The GEC model currently represents about 60,000 metric tonnes of physically verified fibre.
This amount is enough for around 300 million T-shirts. The calculation uses 200 grams of fibre per T-shirt.
Actual fibre use can vary. It depends on garment weight, design and manufacturing methods.
Three Key Parts of the Model
The GEC evidence model has three main parts:
- Measured environmental results
- Independently checked data
- Physically verified fibre
Danielle Statham is the Founder and Owner of Good Earth Cotton® and FibreTrace®.
She said the model focuses on measurable results rather than claims based only on farming practices.
“Primary data provides the evidence. Independent verification provides the confidence. Physical fibre verification preserves the connection,” Statham said.
Good Earth Cotton does not describe EmpCo as an endorsement of its model.
Instead, the company says the rules show a wider market change. Environmental claims are facing greater focus on proof and verification.
For the textile industry, this means data will play a larger role. Fibre verification and traceability will also remain important.
