Regenerative agriculture in Africa, signed LVMH.


The international climate meeting seems to be an opportunity for industry players to announce new projects. On the occasion of COP27, which takes place from November 6 to 18, the number one luxury company unveiled a green initiative aimed at strengthening its LIFE360 roadmap.

Boosting African biodiversity.

LVMH intends to show the way to sustainable luxury. For several weeks, new initiatives have been boosting the ecological ambitions of the group with multiple fashion houses, including Christian Dior, Fendi and Louis Vuitton. After focusing on reducing its energy consumption with operations in France and China, the firm is accelerating its actions towardsregenerative agriculture through a project revealed at COP27.

To boost the group’s efforts, whose objective is to preserve five million hectares by 2030, the environmental program has strengthened its network of partners by collaborating with the Circular Bioeconomy Alliance – CBA.

This rapprochement was born of an ecological and social problem in Africa, more precisely in Chad. While the continent is undergoing difficult climatic conditions, particularly around the lack of water, cotton is displayed as an industry very greedy in this precious liquid. A situation in which the CBA organization – created in 2020 by the King Charles III – set out to solve by developing sustainable cotton production on the territory.

The vicious climate-poverty-land degradation cycle affecting Africa requires holistic approaches, connecting regenerative environments to sustainable markets.

Marc Palahí, president of the Circular Bioeconomy Alliance

The partnership, which also includes entities such as Reforest’action and Pretaterra, therefore aims to optimize the sustainability of this raw material. How ? The CBA Living Lab in Chad will benefit from the support of LVMH to enhance regenerative agroforestry and land restoration. 500 producers will participate in the planting of trees next to their cotton crops. A way to encourage soil fertility and water retention while allowing farmers to learn new crops.

While this type of initiative embodies the vision of an eco-responsible future advocated by LVMH, other companies have recently launched projects focused on sustainability of raw materials, This is evidenced by the partnership between Gucci and Chargeurs Luxury Fibers in favor of more ecological wool production. Regenerative agriculture seems to be one of the keys to reviving the crops needed by the industry while improving green sourcing in fashion collections – a criterion scrutinized by customers.


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