The Levi’s Regenerative and Resilient Landscape Initiative (LRI) launched in January this year in Jalalpur Pirwala, within Punjab’s Multan district, an area identified as central to Pakistan’s cotton production.
The LRI is implemented by WWF-Pakistan and supported by the Laudes Foundation, forming part of the wider Regenerative Production Landscape Collaborative (RPLC) that extends across Brazil, India, Pakistan, and Tanzania, covering one million hectares.
Through this initiative, LS&Co. plans to promote practices that restore local ecosystems, increase farmer resilience, and improve sustainability in cotton farming.
Over three years, the project will operate on 10,000 hectares with a focus on integrating regeneration and resource conservation into farming practices.
Pakistan is regarded as a priority for landscape restoration, with the company citing challenges such as degraded soil, water scarcity, and unpredictable climate conditions that affect farmers.
LS&Co. said: “These challenges are prominently at play in Pakistan, which is why the country is already a priority focus area for watershed restoration as part of our 2030 water strategy.”
The LRI is supporting farmers by providing training, engagement sessions, and technical resources aimed at enabling long-term, sustainable methods of cultivation.
The initiative adopts a “mini-landscape” model, which treats farms, communities, water resources, and biodiversity as interdependent elements within the local environment.
Progress reports as of March 2026 show the project has already engaged nearly 600 farmers through outreach meetings, established 20 field schools, and seen 165 participants complete hands-on training in soil health and water conservation.
The project has also collected 100 soil samples to develop a baseline for monitoring improvements.
In addition, WWF-Pakistan conducted a four-day training-of-trainers at its Multan office, equipping project staff with key skills in regenerative agriculture, soil health, and water stewardship to better support farmers in delivering the program effectively.
Looking ahead, LRI plans to improve water productivity on farms, reduce the use of synthetic fertilisers and pesticides, and build soil organic matter. It also aims to plant 100,000 trees to support biodiversity and sequester carbon.
These targets are expected to be fulfilled by 2028.
Besides these, the initiative also aims to improve farming households’ economic resilience by reducing input costs, supporting climate adaptation, and promoting more stable livelihoods.
It will work with government and industry partners to encourage wider uptake of regenerative practices and strengthen landscape resilience.
By 2030, the company aims to “protect and restore” biodiversity connected to its sourcing of raw materials, including cotton.
