Beyond Yoga owner funds regenerative cotton initiative
Levi Strauss & Co, the parent group of Beyond Yoga, is funding an initiative to promote regenerative farming across 10,000 hectares of agricultural land in Jalalpur Pirwala, one of Pakistan’s key cotton-growing regions.
The Levi’s Regenerative and Resilient Landscape Initiative (LRI), has been initiated by WWF-Pakistan with support from Laudes Foundation.
Since January, it has engaged 600 farmers, established 20 farmer 'field schools' with 165 farmers completing training on soil health and water conservation, and collected 100 soil samples that are being analysed to establish baselines.
By December 2028, the initiative aims to improve water productivity on farms, reduce synthetic fertilizer and pesticide use, increase soil organic matter and plant 100,000 trees.
It also aims to strengthen economic resilience for farming families, lowering input costs, supporting climate adaptation and helping build more stable livelihoods.
